Super Bowl LV generated $434.5 million of in-game ad revenue, higher than the World Series and NBA finals and second only to the Olympic Games according to an analysis published by Kantar.
NBC, the exclusive broadcasting network of Super Bowl LVI, is selling spots at a reported record high price of $6.5 million per 30 seconds of airtime, up from $5.5 million last year. Renvenue is forecasted to surpass last year\u2019s total.
The reported 30 second average unit cost for this year\u2019s game means a 6% increase over the average price paid for a 30-second commercial in 2021, and a 10% increase from five years ago.
\u201cAll signs point to this year\u2019s Super Bowl drawing more viewers than last year which got more than 90 million Americans to tune in\u201d said Ryan McConnell, Head of Sports MONITOR. \u201cThe NFL\u2019s popularity continues to grow, Super Bowl parties look primed for a comeback, and there\u2019ll be more opportunities to gamble legally than ever before on the biggest sports betting day of the year.\u201d
\u201cMarketers are all asking themselves, \u2018How can I maximize consumer engagement without irritating in an increasingly digital world?\u2019 Seeing that dynamic play out during one of the largest televised marketing events of the year send a massive signal to the market \u2013 it\u2019s as much what you say as where and how you say it. To make a lasting impression, marketers need to follow through on great creative with community and future opportunities for engagement,\u201d stated Jed Meyer, SVP, Media Domain Leader at Kantar.<\/p>\n\n\n\n
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The commercials were the third-most popular aspect of watching the big game, ahead of even the halftime show. As a result, Super Bowl ads consistently deliver strong return on investment. According to Kantar research, the 2021 Super Bowl ads delivered an average return on investment (ROI) of $4.60 per dollar spent, with ads for Mountain Dew, Verizon, T-Mobile, and General Motors achieving the best results. Strong creative plays an important role in helping brands make the most of this super-sized opportunity.
According to a Kantar Sports MONITOR study conducted in November 2021, 67% of fans over age 18 indicated they were either extremely\/very interested in watching the Super Bowl this year, outpacing alternatives like the 2022 Winter Olympics and the World Cup.
Kantar\u2019s Super Bowl LV Ad Effectiveness Study showed that brand awareness can increase by up to 24% with one 30 second commercial.<\/p>\n\n\n\n
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Super Bowl LV saw a shift in ad spend across industries.
Restaurants spent $33 million dollars on advertising during the 2021 Super Bowl, up from just over $5 million the previous year.<\/p>\n\n\n\n
This is also the first time the industry, as a whole, had reached double digits in the millions, as brands worked to bring consumers back in doors during the pandemic.<\/p>\n\n\n\n
Automotive continued to lead the pack in ad spending, despite totaling $20 million less compared to 2020. Beverages were outside of the top 10 for the first time since 2017, only spending $5.5 million as an industry.<\/p>\n\n\n\n
The financial industry, which had not spent more than $16 million during a single Super Bowl prior to 2021, spent over $49 million combined, pushing the industry into the top three spenders for the first time.<\/p>\n\n\n\n
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\u201cSuper Bowl ads not only have an immediate impact on a brand\u2019s sales and revenue but also have a compelling impact on brand perceptions, fan engagement and help drive brand awareness and equity,\u201d said Alfredo Troncoso, partner for Brand & Marketing ROI.
Last year, Kantar tested more than 90 Super Bowl spots through Kantar\u2019s Link AI, an AI-powered creative evaluation tool available on Kantar Marketplace. Ads were scored as Poor, Average or Strong based on creative effectiveness.<\/p>\n\n\n\n
The 2021 results revealed:’Strong\u2019 Super Bowl ads received three times the ROI of \u2018Average\u2019 Super Bowl ads; \u2018Strong\u2019 Super Bowl ads drove ad recall 40% higher than those who ranked \u2018Average\u2019;Super Bowl ads for new products were 20% more effective at driving brand awareness .<\/p>\n\n\n\n
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Each year, humor and celebrities are two basic themes in advertising creative.
But in 2021, Kantar\u2019s research found that advertisers focused on four creative themes: relatable human insights (McDonald\u2019s, Baby Huggies); a brighter future (Bud Light Seltzer, Old Spice), pragmatic solutions (Microban, Dexcom) and the growing theme of \u201cme prevailing\u201d over \u201cwe prevailing\u201d (Sam Adams, Rockstar).
Kantar\u2019s Creative Guardrails report has shown that brands have pivoted to stay current with consumers as their needs have shifted throughout the pandemic. Specifically, consumers responded best to ads that were \u2018simple\u2019 and \u2018positive\u2019 in 2021.
Kantar\u2019s Creative Guardrails report is based on the results of kantar’s Link AI creative measurement tool.
\u201cIt\u2019s still subtle by comparison, but the fact that we are beginning to see these dynamics presented in a more intentional manner during the Super Bowl is good news for brand and consumer relationships. According to Global MONITOR, 65% of consumers say that it\u2019s important that the companies they buy from actively promote diversity and inclusion in their own business or society as a whole. For brands to resonate deeply with consumers, they need to speak up on matters that matter and authentically represent themselves, their audience, and the times in which we live.\u201d
\u201cThe Super Bowl content themes underscore possibly the biggest, enduring marketing truth \u2013 the best type of storytelling is that which is in lockstep with culture,\u201d stated Susan Lauinger, Kantar\u2019s North America Content Leader. \u201cFrom what we\u2019ve seen in ad teasers and early releases, 2022 ads are still anchored in the core themes celebrating American culture, humor and entertainment, but advertisers are beginning to reflect more of the trends and influences in advertising we can expect to see throughout the rest of the calendar year, like representation, for example.\u201d<\/p>\n\n\n\n
To read the whole kantar report,<\/span> click here<\/strong><\/span><\/a><\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\nRelated Eastwind Marketing links<\/strong><\/span> (Spanish edition):<\/strong><\/span><\/h4>\n\n\n\n