Posted on Feb 12, 2013 in News
With the help of a record-setting audience, advertisers of Super Bowl XLVII received an incredible amount of exposure and had the chance to brand themselves into the hearts of a massive audience.
Over 108 million people watched the game, accounting for 46.3 percent of American households, which makes this the second highest rated network program in the history of television, according to an article appearing on ibtimes.com.
A 30-second spot costs each advertising company $4 million, but that averages out to have a CPM (cost per thousand) of about $37, according to CNN Money.
Most of the 46 commercials aired during the game used humorous or sentimental approaches at generating interest in their product.
According to Kantar Media, the highest rated spot for a commercial in the Super Bowl occurs just after the two-minute warning.
There has been much talk, some good and some bad, of the GoDaddy commercial which showed supermodel Bar Rafaeli making out with an actor, Jesse Heiman, who was portrayed as a nerd.
“I heard [GoDaddy] paid the guy $60,000 to shoot this, which makes me wonder, ‘Was it worth it?’,” says Richard Henderson, a UAB Advertising professor.
Although this ad received the most negative comments, according to the Dachis Group, a company that specializes in social marketing, GoDaddy received a 626 percent increase in sales the day after the commercial aired, making it the most profitable day in the company’s existence.
“If these numbers are true, then I guess it was,” says Henderson. “If you can get people talking, that’s 95 percent of the problem right there.”
The company said in a press release that it is pleased with the reaction from the public because Monday was the “biggest sales day in company history” – “not just in relation to the Super Bowl” but the “biggest ever,” according to The New York Times.
Another major player in the various Super Bowl commercials was Anheuser-Busch, the company that produces Budweiser.
Anheuser-Busch released six Budweiser commercials that toyed with both humor and emotion.
The company released two comically-appealing commercials that reverted to the “very superstitious” theme used in its 2012 advertising campaign by featuring Stevie Wonder, who portrayed a voodoo wizard in the deepest underground areas of New Orleans, LA, the site of the game.
“[Anheuser-Busch] used the city really well to help make that a successful campaign,” says Henderson.
Budweiser’s most anticipated commercial, however, was a warmly sentimental spot that incorporated a Clydesdale and his trainer.
In it, the horse, which the company named Hope because of over 60,000 votes on an interactive Twitter and FaceBook poll, reunites with the trainer who raised it, very similar to the viral YouTube video of “Christian the Lion.”
“The idea is that if you feel good about the commercial, then you feel good about the product,” says Henderson.
The Dachis Group went on to say that the sponsor with the most positive comments throughout the forms of social media was Pepsi-Cola, attributing much of its success to the brand’s sponsorship of the halftime show performed by Beyoncé Knowles-Carter.
The Research and Analytics Division of TiVo also released information that the most re-winded and re-watched commercial was the Taco Bell promotion that featured large amounts of elderly people dancing and partying to the Fun. song “We Are Young.”
However, the fourth meal advocating restaurant hasn’t received too much praise from advertising critics for its two 30 second spots.
“[Taco Bell] is showing the product, not pushing it,” says Henderson. “With food, it’s really hard to produce something that will bump sales.”
Other major contributors that received mixed reactions for their advertisements include Dodge, Doritos, Got Milk, Old Spice, Oreo, Subway, Tide, Volkswagen, and even Pistachios.
The rankings of the most viewed commercials are still subject to change throughout the course of the next week because, traditionally, up to half the amount of views each commercial receives occurs in the two weeks that follow the Super Bowl, according to The New York Times.