Super Bowl Statistics

Super Bowl Marketing

A 30 second commercial is how much?

Photograph by PepsiCo via AP Photo

Historical Commercial Costs

•1967 - $293,000

•1985 - $ 1,100,000

•1999 - $2,200,000

•2009 - $3,000,000

SHARES!How do Super Bowl commercials tie into Internet/web marketing?

Shares Generate Conversation•Shares increased 30x from 2012 to 2013

▫2012: 1 out of 57 views▫2013: 1 out of 31 views

Source – Unruly Media

Why Shares Matter

•Shares are the true currency of social video – it helps measure engagement

•Shares help influence purchase decisions▫Word of Mouth

•Each share is ~25 additional views

Extra Credit Opportunity

•Fill out the Super Bowl Commercial Scorecard during the commercials we watch in class

Top 3 Super Bowl Advertisements• Volkswagen, The Force, 2011

▫ 5.2 million shares• Budweiser, 9/11 Tribute, 2011

▫ 3.2 million shares• Budweiser, Brotherhood, 2013

▫ 2.7 million shares

What makes a good commercial?

Ace Metrix

•Persuasion ▫Desire, Relevance, Likeability, Attention,

Information, and Change•Watchability

▫Engagement

•Since September 2013, Ace Metric measured over 30,000 commercials

Most Effective SB Commercials 2013

1. Budweiser – “Brotherhood” (665)2. American Dairy Assoc. – “Morning Run”

(644)3. Coca-Cola – “Security Camera” (641)4. Doritos – “Goat 4 Sale” (626)5. Mercedes-Benz – “Soul” (626)

**Out of 950

Top Spending Industries (2007-2011)

In MillionsSource: Nielsen

AdAge – Who’s Showing What?

•Link to Article