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Do brands score big with the Super Bowl?

March 5th, 2019

Super Bowl 2018 kicked off on February 4th. This event isn’t just big for sports enthusiasts, football fans and players, but also for businesses! In 2012, it was estimated that around 111 million viewers watched game. The number has increased since then, and so has the power to capture and retain the attention of these viewers.

The Super Bowl has three main attributes: The game itself, the half time show (Did you watch Justin Timberlake perform?) and the advertisements. The Super Bowl provides businesses with an opportunity to showcase their products and services to probably the largest TV audience.

It goes without saying that these ad slots, are not sold at a reasonable rate. An average of a 30 second slot sold for about $ 5 million. So, is it worth it? Well, research says it is. More than 50% of the total audience actually watches the ads, comments or interacts with it.

The Super Bowl’s massive viewership means that there are a variety of different brands advertising during the show. Some of this year’s brands that needed mention (good and bad) are listed below:

  • Tide – The company promoted clean, stainless clothes with a theme to imitate the stereotypical ads that try to do the same thing. It featured David Harbour, currently loved by all of America!
  • Amazon – The company advertised Alexa. The theme of the ad was ‘If Alexa lost her voice’ and featured big names like Jeff Bezos, Rebel Wilson and Cardi B.
  • Budweiser – The company went all out to tug on our emotions this year. The ad was about how Budweiser has been providing water to places that were affected by Natural Disasters.
  • Ram – This company’s trucks ad talked about the value of service by featuring a Martin Luther King voiceover. It was widely criticized for misuse of the Civil Rights Icon.
  • Hyundai – The company probably intended to do more good than bad with their ad, which featured none of their cars, but focused on how they fund cancer research. The ad featured Hyundai owners meeting real life cancer survivors. The ad was criticized as it seemed like the company was giving themselves credit. It also borderline hinted that if you weren’t driving a Hyundai you were against cancer research. Kudos to the company for their work, but maybe the ad didn’t live up to it’s intentions.