With Super Bowl Sunday 2013 just a day away, more than 179 Million viewers are preparing to watch the game. But it's not only the teams that will benefit financially - the average cost per head for snacks, parties, new TVs and sportswear is an estimated $68.54, with a total spend of nearly $12.3 Billion. The Super Bowl is huge for any company that stands to benefit which is why the ads surrounding the game are under way more scrutiny than they have ever been. According to The National Retail Federation, 26.2% of viewers confirmed that they were coming for the ads and not the game itself with just over 10% of the audience prepared to buy a product or service from an ad served up during the game - the highest percentage ever reported.
According to CBS, the average 30 second Super Bowl ad has cost $3.8 Million to secure but advertisers are confident that the commercials will drive viewers online (both before, during and after the game) to investigate further.
Super Bowl, Brands And The Second Screen
The four stages of the televised game (Pre Kick-Off, Kick-Off, the game itself and Post game) dominated the viewing figures for a single Telecast TV program in 2012 and everyone is expecting 2013 to at least match these stats. Many brands have already taken advantage of the enormous amount of interest in the Super Bowl ads and pre-released their commercials in a bid to raise consumer awareness and to generate much needed buzz. The use of social sharing networks like YouTube, Twitter & Facebook and companion hardware like smartphones and tablets are also going to play a huge part in the experience for many fans. We're seeing some fantastic innovative ideas here already.
For instance, Hulu have created a special 'Super Bowl Adzone' where viewers can re-run and then vote for their favorite ad and share that info via the usual social networks. CBS will be offering access, via an app, to unique camera angles that you won't see on the big screen and of course, we have the big hitters like Coca-Cola who have created their own unique ad which is totally dependent on viewer participation.
Super Bowl 2013 could be the most interactive live event we have seen yet with millions of off-TV discussions generated across the internet. With 95% of all online conversations about television taking place on Twitter, even brands that can never hope to afford to compete with the likes of GoDaddy or Mercedes could still cash in on the interest generated - as long as they play the social media game correctly.
How We Will Watch Super Bowl 2013
A new report from Nielsen confirms the many different ways that fans will watch and connect with each other on February 3rd. It is estimated that 60% of tablet and smartphone access sports content via those devices every day, so we can be pretty sure that it will be at least the same during the game on Sunday.
The lifespan of an average Super Bowl advert has the potential to extend much further than its allotted 30 seconds and it will be fascinating to see which companies benefit the most from their digital marketing on the back of their TV slot.