Super Bowl Ads have Changed
adapted from Huddle Productions post by Chris Yates on February 9, 2010 www.huddleproductions.com
Aside from being a great game, this year’s Super Bowl (Super Bowl XLIV) set a record for number of viewers (see www.usatoday.com/sports/football/nfl/2010-02-08-super-bowl-viewership_N.htm “Super Bowl XLIV draws most viewers in TV history”). But do TV ratings still matter to marketers? After all, the market has changed dramatically in the last few years. For example, statistics show that 90% (or more) of viewers with TIVO or a DVR device, skip over commercials altogether. That means that TV viewers are no longer pay attention to your commercials.
But how does this affect marketers? Pepsi, for one, completely changed its approach (see http://www.usatoday.com/money/advertising/2009-12-17-pepsi-superbowl-ads_N.htm “Pepsi won’t advertise in upcoming Super Bowl”) and chose not to advertise in this year’s Super Bowl, ending a 23-year run. Instead, Pepsi decided to focus on social media, perhaps understanding that viewers no longer pay attention to messaging because they are no longer willing to accept just anything you throw at them.
The distribution channels for TV programming, entertainment, and communication, have also changed dramatically over the last few years. Viewers used to have NO choice but to listen at the messaging on TV. Now we TIVO, text, YouTube, IM, Facebook, and Tweet. The Viewer is now in CONTROL because it’s OUR CHOICE to what we want to listen to. That’s the biggest difference.
If you’re a company trying to reach your customer don’t just throw a message out there and hope that the $3 million you spent on a :30 second spot hits the right receiver. Instead try something new…..be part of the conversation as you will stand a better chance to connect with them.
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