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How does the Super Bowl impact marketing?
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Super Bowl Marketing
A 30 second commercial is how much?
Photograph by PepsiCo via AP Photo
Historical Commercial Costs
•1967 - $293,000
•1985 - $ 1,100,000
•1999 - $2,200,000
•2009 - $3,000,000
SHARES!How do Super Bowl commercials tie into Internet/web marketing?
Shares Generate Conversation•Shares increased 30x from 2012 to 2013
▫2012: 1 out of 57 views▫2013: 1 out of 31 views
Source – Unruly Media
Why Shares Matter
•Shares are the true currency of social video – it helps measure engagement
•Shares help influence purchase decisions▫Word of Mouth
•Each share is ~25 additional views
Extra Credit Opportunity
•Fill out the Super Bowl Commercial Scorecard during the commercials we watch in class
Top 3 Super Bowl Advertisements• Volkswagen, The Force, 2011
▫ 5.2 million shares• Budweiser, 9/11 Tribute, 2011
▫ 3.2 million shares• Budweiser, Brotherhood, 2013
▫ 2.7 million shares
What makes a good commercial?
Ace Metrix
•Persuasion ▫Desire, Relevance, Likeability, Attention,
Information, and Change•Watchability
▫Engagement
•Since September 2013, Ace Metric measured over 30,000 commercials
Most Effective SB Commercials 2013
1. Budweiser – “Brotherhood” (665)2. American Dairy Assoc. – “Morning Run”
(644)3. Coca-Cola – “Security Camera” (641)4. Doritos – “Goat 4 Sale” (626)5. Mercedes-Benz – “Soul” (626)
**Out of 950
Top Spending Industries (2007-2011)
In MillionsSource: Nielsen
AdAge – Who’s Showing What?
•Link to Article
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