Marketing News Roundup: Super Bowl LII

Marketing News Staff
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​​​​​​A weekly roundup of the marketing headlines you might have missed.​​​​​​​​

Feb. 5, 2018

What Else Can a Super Bowl Ad Budget Buy You?

As live television's premier event, the prices to pitch during the big game remain astronomical. A 30-second spot during Super Bowl LII cost up to $5.2 million, and with millions of eyes gazing upon its broadcast, it's worth asking: What else can marketers get for that kind of coin? Here's what Digiday found:

  • 32 years' worth of mobile video ads.

  • 33 social media games.

  • 4 weeks of Snapchat lenses.

  • 2 million more people reached on Facebook.

  • 2.6 billion Instagram impressions.

  • 2.6 million paid search clicks on Amazon.

  • 1.85 billion display ad impressions.

  • 8 posts from Selena Gomez.

Source: Digiday

It's a Man's World

AdAge went deep with a thinkpiece on the macho mindset of this year's ads, once again seemingly catering to male audiences and featuring prominent male stars. Some brands, like Hyundai, filmed more inclusive ads only to shelf them for a traditional spot. This, the piece argues, is out of step with both the audience (as America's unofficial holiday, the Super Bowl's audience is huge and diverse) and with the core customers of many products featured during the game.

Source: AdAge

What Will They Advertise Next?

When you think of the ideal Super Bowl commerical, what is it advertising? Beer? A Car? Some sort of food? All good guesses to be sure, as the three make up the lion's share of Super Bowl ads throughout history. But besides this all-American trifecta are a hodge-podge collection of unusual brands advertising during the big game. Adweek remembers some of the strangest, like this 2005 spot featuring Dennis Rodman and the 1985 Chicago Bears alumni hawking kitchen countertops:

Source: Adweek​

Why Did Some Big Brands Opt Out of Super Bowl Ads?

Honda and other big brands opted out of advertising in this year’s Super Bowl. Why? Angela Woo writes on Forbes that there were many reasons, including lower viewership numbers this year and the political kerfuffle of last year’s Super Bowl.

“The public feud that ensued after players took a knee during the playing of the national anthem to protest injustice started a landslide of political conversations,” Woo writes. “The reluctance by the NFL to take a clear position and the inconsistent opinions and behaviors of teams and players have led to concerns that sponsors might feel the heat from either political group. 

Ultimately, this means brands aren’t in full control of the messaging they’ll be a part of -- a unique and new situation for such a safe advertising opportunity as the Super Bowl. Brands are stopping to ask themselves: ‘Do we want to be part of the politically charged overtone that is invading the NFL?’"

Source: Forbes ​

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