Who won the Superbowl Advertising game ?
I get newsletters and reports from various people and organisations. One of today's was from Marketing Dive, which can usually unearth one or two interesting nuggets for me.
Today's report led with a report on Superbowl 51. No, not the football game. That wasn’t important. The real game was the Advertising Competition. Who scored, and who fumbled. Who made the poor call, and who made the hard yards.
Apparently, while the football game was ok, the advertising game lacked a bit of punch. With $5 million ads being run, it was knife edge stuff, but several companies didn’t really make it happen.
111 million tuned into Fox, with 1.7 million streaming. However, It looks like the test for your ads is not how many actually watch, but how many react on social media. The Twitter tweets and Facebook posts are the real benchmarks of success and failure.
Airbnb came up with a last minute well crafted ad that seems to have scored some good points, but 84 Lumber tried to switch their message from TV to its website, which crashed under the heavy load. Good effort, but no cigar,
Tide also scored a victory with “Terry Bradshaw’s stain”, an innovative campaign that combined a story with social media.
Then it was all over, and the creatives start to work out what went right and what went wrong. Bonuses will be paid, and heads will roll.
Now it’s back to the drawing board and get ready for Superbowl 52.
From this side of the Atlantic it all seems like a lot of hot air, mucho money being thrown about for brand image and one-upmanship. But maybe I am biased. Give me the FA Cup Final at Wembley any time.
If you would like to read the full report on Superbowl (the Advertising one), you can catch it here:-
http://www.marketingdive.com/news/8-digital-market...
Best regards
Chris
Recent Comments
19
It's an advertising festival where they have breaks now and again to play some football (American football not the proper stuff)
I´d love to watch the FA cup final in a stadium. But on TV is good too.
One thing I don´t like in football is the shirts being trashed with sponsor names.
Thanks for your post, Chris. I´m not really surprised about the article´s conclusions. Saw a few Superbowl ads beforehand and they were all kinda boring.
I've been to Wembley but it wasn't that good. You need an expensive seat to get near the action. Better on tv. I enjoy watching videos of old games when they played proper football without ridiculous wages and sponsorship.
I read somewhere that going to matches in England costs an arm and a leg nowadays. Ah, yes, it was the Bayern Muenchen supporters protesting against having to pay over 100 euros for a seat in the Arsenal stadium. And this was only a first round CL match.
Women´s football has been getting more of my attention. They just keep playing. No whining, no theatre, no nagging at the ref. And they do it for almost free!
So where would you play. Would you be a dominant goalkeeper, a rugged defender, a midfield general or a match winning goal scorer ?
You are a person of many talents. I was a match winner in my dreams but in reality I was a full back
Playing full back is much better than sitting on the bench waiting for someone else´s misfortune lol
Chris...the really sad fact is that sporting events have become a vehicle for advertising...nothing new, but to the naive, the event seems to be the apex of that time...they have not yet discerned that television is really about BUYING AND SELLING...NOT entertainment...I was truly disappointed with this year's renditions of Super Bowl advertising...I believer there will be more heads rolling than bonuses being dealt out...but the game itself was truly a classic!
Thanks for the URL we can go to for the ad evaluations.
Press On!
Arthur
I was going crazy trying to watch the game in Brasil. It started streaming for free on Youtube but then they started shutting all the sites down. I got to the half time and I was down and out for the count. I had to watch the replay in the morning. Partiots are my team also. Thanks for the post.
I changed the youtube channel 10 times and finally lost it right before half time. I went back to work on WA.
See more comments
When will teams learn to play football and beat the Patriots?
Well, Pittsburgh got a year now to figure it out.