why the Super Bowl is no exception – Nielsen | International Association of Digital Marketing Professionals (IADMP)

By Adam

Super Bowl advertising placements provide brands with a vast audience that could be used to increase sales. Millions of people watch the Super Bowl each year, with 43% of consumers watching specifically for the ads. In the U.S. alone, sports programming accounted for 98% of the most-viewed programs across broadcast, SME research found, and 72% of the most-viewed programs on cable television between January and September 2021—with last year’s Super Bowl LV accounting for 20.3 billion minutes viewed.

Super Bowl ads can be a huge success and the investment of $6 million must drive returns. The ad should shine for more than 30 seconds. While an ad during the Super Bowl is typically a strategy to boost brand awareness—even for brands that are already market leaders—that ad spot must be considered as part of a more robust campaign strategy, so consumers are nurtured long after game day is over.

It is important for brands to always be in the forefront of consumers’ minds. But focusing too much on awareness strategies can limit the effectiveness of Super Bowl ads. Marketers need to integrate their ads in a holistic approach. They should also continue to execute brand-building initiatives which support the top funnel as well as nurture returning customers and prospects. By considering every consumer touchpoint surrounding a brand’s Super Bowl ad to be a brand-building opportunity, marketers can achieve more cohesive campaigns that deliver a stronger impact.

Turn awareness into brand building

To achieve more than short-term lift for the brand, Super Bowl ads should reinforce brands’ regular TV advertising, not replace it. Consumers who have heard about the brand before may be more likely to buy the product after the Super Bowl. However, consumers who only learn of the brand on the Super Bowl may not feel compelled to do so. Super Bowl advertising can strengthen brands’ relationships with key stakeholders like distributors of beer and dealers for cars. A secondary benefit of Super Bowl ads is that these placements block competitors from using the airtime for themselves—so marketers will want to use this moment when their brand is top of mind for consumers to its full advantage.

Marketers can broadcast the Super Bowl commercial beyond the 30-second television slot to increase its reach and impact. More organizations are choosing to share their ads ahead of the game, with brands like Amazon already releasing their 2022 Super Bowl commercials. Super Bowl ads are still being aired. After the event also strengthens brand building efforts by increasing wear-in, which grows the ROI on the placement. Known as the halo effect, ads aired again after the game are more recalled and liked by viewers who tune into the Super Bowl than those who did not watch the game, underscoring how repeated brand exposure can solidify a consumer’s relationship with a brand.

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Super Bowl advertising is useful for increasing awareness and quickly achieving reach goals—but zeroing in on short-term tactics loses marketers …read more

Source:: Social Media Explorer