Are Super Bowl Ads Really Worth It? Apparently Not

Credit: One News Page Staff- Published on February 7, 2018
by 👨‍💻 Graham Pierrepoint

The Super Bowl has been and gone again for another year – and while most of us who were interested will have been watching the game for – well – the game itself, plenty more among us will have been clinging on to see what we were going to be receiving in terms of half time entertainment and in terms of commercials and trailers nestled in between the action. As it transpired, we got Justin Timberlake in a divisive new outfit, Morgan Freeman and Peter Dinklage in a rap battle (sadly not live), and – bizarrely enough – the announcement that Netflix would be retaining the rights to the third movie in the Cloverfield saga, the Cloverfield Paradox – and that it would be launched immediately after the Super Bowl.

Watch: Super Bowl 2018: All the Star-Studded Ads and Trailers

It’s safe to say that all of the glitz and the hubbub around football’s most important annual event is just as focused upon the little bits that come in between as it is about the action itself. How many viewers can even recall that the Philadelphia Eagles won? It’s perhaps a bit of a bizarre distinction to make, but it is worth rolling out a statistic found through research some years ago that Super Bowl advertising may not be as effective as you might think it to be. While many might assume the coveted midway slots to be particularly lucrative, an ads firm by the name of Communicus found some time ago that commercials that aired during the big game failed to improve sales in between 60% and 80% of cases. This is fairly high – especially given all the drama!

While advertising during the Super Bowl may not encourage fans to do anything particularly different regarding their future purchases, it remains to be said that this is less about mounting radical new campaigns, and is more about catching as much interest as possible. Millions of people around the world watched this year’s game – and, as it transpires, the new trailer for Marvel’s Avengers: Infinity War – which is a huge amount of scope. It’s likely the bidding soared massively just to get even a small slot in proceedings – and while the ads that aired may not have connected with people in any new way, they at least pushed awareness to a new extreme.

Watch: Avengers: Infinity War - Super Bowl Trailer

Whether you remember Super Bowls past and present for the actual football, dancing sharks or wardrobe malfunctions, the advertisers love you – even if Cloverfield Paradox might not be quite up your alley!


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