The Super bowl is one of the most watched events in television history. This makes the Super bowl an event that is more than just about football. It is the biggest advertising day of the year. Just think about it as a company, millions of people watching your advertisement at the same time. There is no better way to gain company recognition.
However, if a company decides that they want to have heir commercial shown on Super Bowl Sunday, it is going to cost companies a pretty penny. This year for the 2017 Super Bowl, Fox was charging between $5 million and $5.5 million for just a 30 second ad. Imagine being a small company trying to make that next step in terms of publicity and becoming a recognizable, is paying for that one 30 second ad going to increase profits by over 5 million? These are questions companies have to constantly ask themselves when deciding if they want to purchase an ad slot. Read more about the price of Super Bowl commercials here.
When thinking about what types of advertisements that you want to make, addressing the question of "Who is my target market?" is extremely important. A companies advertisement strategies have to be aimed at the people they are marketing towards. As a marketer, understanding your target market can make or break you. At the end of the day, if your commercial does not get students to buy the product or service that you are advertising, then your commercial was unsuccessful. Forbes has a great article that you can access here, that talks about what it takes to have a successful Super Bowl commercial.
Doritos and Budweiser are two great examples of successful commercials that use two completely different types of marketing strategies. Doritos goes with the humor route, and it works for them every year. They are consistently considered some of the funniest Super Bowl commercials that can get a laugh out of almost everybody. Budweiser on the other hand tries to trigger the compassionate emotion of people watching their commercial. They have been so successful with this strategy that every year, consumers look forward to seeing the Budweiser Clydesdales. Here are examples of both a Doritos and a Budweiser commercial.
Here is a link of other different marketing strategies that companies can use for their Super Bowl commercials.
Another popular strategy that companies use, especially during the Super Bowl, is the use of celebrities. When a celebrity appears in an advertisement, that celebrity automatically receives some type of credibility. When you see product that you are interested in and then see one of your favorite celebrities advertising that product, you are more than likely going to like product even more. Even though this is a very successful strategy, the brands that use this are usually already established brands. They have the resources to endorse these celebrities whereas those of unestablished brands are much less likely to endorse a celebrity and still have the funds to have their commercial shown during the Super Bowl. Here is an example of a celebrity endorsing a product in the Super Bowl.
As future marketers, deciding if a Super Bowl commercial is something you want to pursue has many factors played into it like the cost. Then deciding what type of commercial would best reach your target market is another important part in the decision making process. Super Bowl commercials will always be something that consumers look forward too. As future marketers, it is our job to make sure that consumers continue to be entertained, just as long as it benefits our company as well.