The Super Bowl is a more than just a game of football. It’s an iconic annual event that packages, sports, entertainment and, last but not least, advertising into an experience that draws record numbers of people. In fact, last year over 111 million people watched the Super Bowl.
While Super Bowl advertising is out of reach for most companies, there are
many activities peripheral to the event you can use to create engagement with your business.
• Over half those surveyed said that the key to a great Super Bowl party was the quality of the television
• More than a quarter of men said the top reason they would watch the game at home was so they had control of instant replay through a DVR
• 36% of people responded that they were going to use other media devices to supplement their game viewing experience
• Of those using other devices, over 40% said they will check sports apps for behind the scenes content and scores
• One third of 18 to 54 year old adults will log into social media during the game
What Does This Mean To You?
The average spot for the Super Bowl is between $3.5 million and $4 million for 30 seconds. That equates to over $116,000 per second – a little higher than the ad budget for most organizations.
The activities that people take part in with the game give you an opportunity to capitalize on it.
Since so many people plan on either watching the game at home or going to someone’s house to view it, creating a promotion with a Super Bowl party pack is something that would be a valuable prize.
The uses of mobile devices during the game give you a great chance to promote your business or product line.
Social media will be a huge connection point for the entire event, not just the game. Utilizing twitter for an in-game conversation, having a Facebook post contest or even inviting users to pin pictures of their Super Bowl spread to your Pinterest board are great ways to create social awareness.
While the Super Bowl only happens once a year, there are sports events, to a lesser extent, that you can monetize or benefit from. March Maddness, The Daytona 500, Baseball opening day are just a few coming up in the next couple of months. For more information on expanding your influence through sports events, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Manager
Source: Mashable; Century 21, The Nielsen Company