The Super Bowl is perhaps the biggest night in advertising. You could say that it’s the Super Bowl of advertising. It’s where we see the best ads that the biggest brands have to offer.
With Super Bowl 50, this year will be no different. In fact, 30-second ad spots have reached an all-time high in terms of cost. Each spot will set a brand back $5 million. Will all the attention be worth the money? Let’s go over some of the mind-blowing Super Bowl stats and find out.
In 2015, at least 114.4 million people in the United States watched the Super Bowl, making it not only the highest-rated Super Bowl of all time, but also the highest-rated television broadcast in U.S. history. What’s more, those numbers are only expected to grow this year. That alone is almost enough to justify the hefty price tag on ad time.
It’s not just men watching the Super Bowl either. In the last five seasons, the size of female viewership has increased dramatically. 46% of the Super Bowl audience is female, although women only make up 33% of the regular season audience.
This means that the Super Bowl is the perfect time for big brands with broad target audiences to get a lot of exposure. Perhaps this is why we see brands like Coco-Cola, Doritos, and Go Daddy dominating the Super Bowl commercial field.
Being featured during the Super Bowl automatically gives an ad a certain amount of gravitas. The best (and sometimes worst) commercials get played over and over again on daytime television, YouTube, talk shows, and news outlets. This certainly makes the $5 million price tag more bearable. There’s no way to guarantee that an ad will go viral, but being in the Super Bowl certainly makes it more feasible.
These days, there is so much buzz around Super Bowl ads that some brands are releasing or teasing their commercials before the big game. It may seem absurd to basically have a commercial for your commercial, but it has proven successful for many brands. Check out all of the Super Bowl ads that have already premiered online.
The Social Side
As with everything else, social media has become an important part of the Super Bowl conversation. The numbers do a great job of speaking for themselves. So, here are some staggering stats about social media and last year’s big game:
- Between kick-off and 30 minutes post-game, 28.4 million Tweets were sent out about the game and halftime show
- On Facebook, fans liked, shared, and posted about the game 265 million times
- Facebook ad click-through rates went up 9% over previous Sundays in January
- Conversion rates for Facebook ads went up 415%
- Half of all Super Bowl commercials promoted a hashtag
The stats are amazing and, for all you number nerds, there are lots more here.
That’s all great, but does Super Bowl advertising pay off? Well, it depends on how good the ad is. It’s certainly a huge gamble, but one that can pay off.
The good news is that nearly 30% of Super Bowl viewers said they were “likely” or “very likely” to become a first-time customers of the brand who’s ad they liked best.
Who are you rooting for in the big game this year? We’re rooting for a good game and even better commercials. Maybe we’re biased, but we’re in it for the ads. For more industry insights, tips, and tidbits, make sure to follow Duncan/Day on Facebook, Twitter, and Instagram.