Have Super Bowl Teasers Taken Out The Excitement Ad Enthusiasts Crave?
In less than a week the Seattle Seahawks, Denver Broncos and tens of thousands of fans will fill MetLife Stadium to witness two top teams battling it out to be the champion of Super Bowl XLVIII. As exciting as that sounds, I’m not here to talk about football. I’m here to talk about the advertisers that pay the big bucks (to be exact: $4 million for a :30 spot) to secure a coveted commercial position during the most watched game of the year. Today advertising during the Super Bowl is almost as essential as the pigskin used during the game. It’s the time where agencies nationwide release their most innovative, creative, star-studded, heartwarming and/or comical work of the year to an estimated television audience of more than 100 million.
In the past there was very little the consumer would know about a certain Super Bowl ad before the actual game. But in a generation that is constantly on the Internet to watch, share, “like,” and “tweet,” advertisers have taken advantage of the increased online viral traffic by posting teasers or even their full commercials before the game. Because of this recent trend, some people skip the game entirely because they can catch all the ads before the actual event or utilize the commercial recap playlists on YouTube the following day.
The easy access to teasers and full ads before the official game day has ruined some elements of surprise that used to make the Super Bowl special…well at least for advertising enthusiasts, like myself. In the past when there wasn’t access to unlimited amounts of information, friends and family would gather around and become instantly quiet during Super Bowl commercial breaks waiting to be “awed” by the high-budget ads of famous brands they all know and cherish. Today our “awe” moment happens as we scroll through our Facebook newsfeed a week or two before the game with a teaser ad or online article that spills the beans of the plot.
Where the audience loses, the advertiser gains. By publishing a teaser or the full advertisement ahead of time, the company can get much more exposure and audience feedback than if they were to wait for the actual event. A consumer can be exposed to the ad whether or not they choose to tune in on Sunday, February 2ndwhich is a huge bonus for advertisers. Teasers can be posted online or even be :30 spots on their own that increase exposure which, as a result, can increase brand retention by a significant amount.
While some of the suspense and excitement has diminished, the audience still gets to enjoy the commercials before, during and after the game, while at the same time, the advertiser gets more “bang for their buck”. So in the end, regardless of the loss of some suspense, everyone wins. The water cooler talk revolving around people’s favorite ads might happen before the actual game in today’s world, but advertisers and consumers can be rest assured that it will still happen.