Football field
By Dannalyn Prado Jan 14 2020 Blog

Advanced TV: A Cost-Effective Approach to Super Bowl Ads

Hut-hut-HIKE! Super Bowl LIV is going live on February 2nd, 2020. It’s the ultimate face-off between two of the best professional football teams of the season, and the ultimate opportunity for brands to reach millions of viewers.

The Super Bowl is more than just a football game held on the first Sunday in February each year—it’s a cultural event with a live audience unmatched by any other TV program. Millions look forward to the festivities with family and friends, a halftime performance with some of the biggest names in music, and of course, the high-profile commercial ads, commonly known as Super Bowl ads. According to Statista’s Super Bowl Survey, these ads are viewers’ second favorite thing about the Super Bowl experience. But the cost of that viewership isn’t cheap: This year, the going rate for a prime, in-game 30-second ad costs between $5-5.6 million and $2-3 million for an ad run during pre- and post-game coverage.

Several brand newbies will be making their Super Bowl debut this year, including Facebook, Sabra, and Kellogg’s Pop-Tarts. They’ll be joining regulars like Anheuser-Busch InBev, Avocados from Mexico, Coca-Cola Co., and Audi, to name a few. The game will also get political, with President Donald Trump and Michael Bloomberg’s presidential campaigns both buying 60 seconds of ad time.

For brands with widespread name recognition and huge advertising budgets, the decision to advertise at this particular event can be a no-brainer. Brands promote their products during the game to take advantage of the massive viewership that allows them to market to millions of viewers at one time. It’s an opportunity to flex their muscles and boost brand awareness, image, and consideration with a one-of-a-kind story that will undoubtedly be talked about for days or weeks past the big game.

However, there are not many companies and advertising agencies that can afford such a large expenditure. After all, $5 million is just the starting point for an ad during Super Bowl. Outside of the price to reserve ad space with the network, the cost for creative development, production, talent, teaser trailer, and more, can make the price of a Super Bowl ad skyrocket. While Linear TV has been critical to the success of the Super Bowl’s growing popularity since it first televised in 1967, Advanced TV has recently emerged as a disruptive force.

Forward-thinking marketers and media professionals are now exploring Advanced TV and its benefits as an alternative to Linear. Here are 4 leading benefits:

  • Capture new viewers not reachable on Linear TV
  • Target a specific segment with an audience-based approach
  • Access real-time campaign reporting
  • Cost-effective and scalable

Advanced TV gives viewers the experience they want: convenience, affordability, premium content, and improved customer support. Viewers watch what they want, when they want, across multiple platforms and devices. In 2019, eMarketer stated that by 2023, 56.1 million U.S. households will no longer have Linear TV and access video entertainment via a digital package. In comparison, 72.7 million households will have Linear TV.

Advanced TV is currently one of the fastest-growing channels in advertising, however, it’s not without growing pains. Advanced TV campaigns require a high level of digital intelligence and adaptability to execute. Luckily, Centro’s Basis helps both marketers and media professionals plan, buy, analyze and streamline digital advertising, in order to execute the best-performing TV campaigns.

Looking to explore Advanced TV and premium live programming for your 2020 strategy? Game on! Learn more about Connected TV Advertising with Centro.

Sources:
https://variety.com/2019/tv/news/super-bowl-commercials-2020-fox-sell-out-1203415238/ https://adage.com/article/special-report-super-bowl/whos-buying-commercials-super-bowl-2020/2214691
https://www.nielsen.com/us/en/insights/article/2011/super-bowl-xlv-most-viewed-telecast-in-broadcast-history/
https://www.statista.com/chart/7921/favorite-aspects-of-the-super-bowl/
https://www.nielsen.com/us/en/insights/article/2017/super-bowl-li-draws-111-3-million-tv-viewers-190-8-million-social-media-interactions/
https://blog.roku.com/cord-cutting-study
https://content-na1.emarketer.com/us-connected-tv-advertising-2019
https://content-na1.emarketer.com/television-update-fall-2019