Super Bowl notches record advertising spend
America’s Super Bowl was a high-scoring affair matched by a record spending on advertising. On the field the Baltimore Ravens beat the San Francisco 49ers 34-31 while advertising sponsors spent as much as $133,333 a second for a half-minute of airtime yesterday.
While no one could have predicted a 35-minute midgame power failure, advertisers used skills honed in the social-media era to respond immediately. Twitter said marketers started bidding on “power outage” as a search term minutes after the lights went out.
One ad for Oreo cookies went out on Twitter with the tagline “You can still dunk in the dark,” moving from concept to posting in five minutes. The Oreo Twitter post was recirculated more than 13,100 times.
The “power outage” term proved to be a draw. Twitter advertisers can bid to locate so-called sponsored tweets near popular search terms. The 140-character messages appear inside the streams of Twitter users looking for information on the Super Bowl or the blackout.
“In the last three to four years, brands have been gearing up on the social media front ahead of the game,” Derek D Rucker, marketing professor at the Kellogg School of Management at Northwestern University. “But now, more than ever, we’re seeing them take advantage of it during the game.”
Companies paid CBS an average of $3.75 million for 30-second Super Bowl spots, up 7.1 per cent from a year earlier, the most expensive ad rate in US media, according to research. Some sponsors paid more than $4 million.
Rates for Super Bowl spots have climbed about 60 per cent over the past decade, showing how much marketers value the chance to reach the largest TV audience. Last year’s game had 78 advertisments and produced ad sales of $262.5 million.
Super Bowl sponsors get a 20 per cent increase in traffic on their websites on the day of the game, and the audience remains higher than average the following week.
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