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.