All About Super Bowl Ads
Super Bowl is the National Football League final game in America. It is well-known not only for the final game but also for its high-profile SuperBowl ads that are aired on the TV. The broadcast always have very high rankings in the Nielsen ratings. The game is often watched by more than 90 million viewers. That’s the main reason why prices for an advertising spot can amount to millions of dollars. For example, a 30 seconds of advertising spot cost $2.6 M in the last 2010 telecast.
Because of the expensive advertising spot, advertisers see to it that they give awesome and state-of-the-art advertisements. The SuperBowl ads are always anticipated by viewers and make a lot of reaction. It is said that these ads are as well-known as the actual final game itself.
However, nowadays there has been a lot of worries about the airing of ads because of the use of products like TiVo. TiVo favors viewers to skip out the ads. In addition, marketers are worried that the Super Bowl advertising spot are very expensive even though some studies show that it does not result to a beneficial impact on the advertiser’s market share.
Like what I’ve said above, the average cost of a 30 second advertising spot in Super Bowl 2010 cost $2.6 M. This does not include the fees for the actors, advertising agencies, directors, equipment and personnel making it highly costly for the advertisers.
In Canada, there are some negative reactions on the unavailability of the U.S. SuperBowl ads. Rather than showing the SuperBowl ads, local television network blacked them out in favor of domestic ads. This is possible since according to the Canadian simultaneous substitution regulations that if a local television network is airing a particular program at the same time as an American network, the local network has the right to replace the foreign network feed and ads.
To find solution on this problem, some U.S.-based advertisers like Pepsi and Anheuser-Busch acquire comercial spaces during the CTV (the TV networl the carries the Canadian airing rights of Super Bowl) broadcast to feature at least some of their American ads. However, there are some companies that produce new ads unique for their Canadian viewers.
