How Did the Super Bowl Really Do?
It’s been a few months. The Super Bowl is all but forgotten with attention now turning to spring practice. How was the game? The ratings are in and down 7% from last year, but the 2018 Super Bowl is the 10th highest program viewership of all time. Not bad in this fragmented multi-screen world.
I was surprised by the Marketing Charts release from Visible Measures on online performance of Super Bowl ads. For example, the Australia: tourism Australia Dundee ad produced an astounding 58 million views online. So, it did an estimated 68 million impressions for the broadcast (Source: iSpot.tv) and 58 million in online as of Feb 5, that is 126,000,000 views. That’s a lot larger than the record audience of 114 million set in 2014. Now add social media impressions and you now see why these ads are so expensive.
Live, big events can be expensive TV, but the real pay-off could be in how you effectively use the event to promote your ad online and in social media. If you just want to buy it and forget it, this is not the right disruptive arena for you.
Mark Mathis
Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle. After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.” Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.” One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College. Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board. Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.
