Leisure marketing: 21 reasons you should be advertising in next year’s Super Bowl.


170 million viewers will spend $10 billion getting ready for it.

Whether you’re measuring viewership, ROI, Facebook “Likes”, or online viral effect the Super Bowl is a proven winner.

At $3 million per 30 second spot, advertising on the Super Bowl may seem like a crazy idea.  Until you look at the numbers.

No matter how you measure the success of your leisure marketing, these numbers are super:

  1. Last year’s Super Bowl posted a 45.0 HH rating, with a 68 share. The average audience of 106.5 million viewers eclipsed the final episode of M*A*S*H* to become the most-watched TV show ever.
  2. It was the third straight Super Bowl to set a record for average audience, and the 20th straight year the Super Bowl has achieved a 40 HH rating or higher.
  3. Of the millions planning to watch the 2011 game, 1 in 2 say the game itself is the most important part, but 1 in 4 say they watch for the commercials.
  4. This year over 100 million people are expected to watch the Super Bowl in the U.S. alone, and the broadcast will be seen in more than 230 countries, foreign locations, and military installations.
  5. In a poll following a recent Super Bowl,  two-thirds of respondents remembered their favorite brand advertiser from the Super Bowl but only 39% recalled the winning team.
  6. One Super Bowl ad can be as effective as 250 regular TV commercials, according to a 2010 analysis by Millward Brown Optimor.
  7. In the same study, Millward Brown Optimor reported that consumer packaged goods brands see an average sales lift of more than 11% in the month following the Super Bowl.
  8. In the last 10 years, 4 of the top 5 Super Bowl advertisers were leisure brands: 1. Anheuser-Busch ($235 million); 2. Pepsico ($170.8 million); 3. Walt Disney Co ($70.8 million); 4. General Motors ($61.1 million); 5. Coca-Cola Co ($54.4 million).
  9. Mega brands aren’t the only companies advertising at the big game. This year you’ll see ads from Cars.com, GoDaddy.com, HomeAway, Bridgestone and Sketchers.
  10. First time advertisers account for 20-25% of the roster of advertisers in any given year. This year, the lineup of newcomers will include Best Buy and Pizza Hut.
  11. GoDaddy has seen its market share increase steadily since it began advertising on the Super Bowl in 2005, rising from 16% to over 48% worldwide.
  12. Over a five-year period, Careerbuilder saw its sales increase an average of 40% each year in the three months following the Super Bowl broadcast.
  13. A recent Teleflora Super Bowl ad aimed at getting consumers to buy more flowers for Valentines’ Day. Sales went up 5% in a tough market, and the average value per order rose 8%.
  14. Total Super Bowl-related consumer spending on the big game is expected to reach $10.1 billion.
  15. 22% of Americans plan to be on Facebook during the game, and another 22% plan to be texting.
  16. 25% say they will be talking about the ads on their social networks.
  17. 43% plan to re-watch their favorite ads and 31% plan to pass those along to others via email or social networking sites like Facebook and Twitter, up from 26% last year.
  18. Americans are also almost as likely to “like” a brand on Facebook that advertises during the Super Bowl (20%) as they are to “like” a team (24%).
  19. The notion that Super Bowl ratings decline in the fourth quarter is a myth. Average ratings for the last 19 Super Bowls (1992-2010) increased each quarter: 1st quarter – 40.6; 2nd quarter – 42.4; 3rd quarter – 43.3; 4th quarter – 44.0.
  20. The median age of Super Bowl viewers: 43, and the audience is split 56% male, 44% female. (By comparison, the breakdown for an average regular season NFL game is 66% male; 34% female.)
  21. In a recent survey, 75% of viewers say they see the Super Bowl commercials as part of the entertainment.

    Sources:  Kantar Media, AOL Daily Finance, Venables, Bell and Partners, The Fox Network, Retail Advertising and Marketing Association’s 1011 Super Bowl Consumer Intentions Survey


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