The exposure the brands receive through Super Bowl advertising cannot be matched through other forms of marketing
New York City, NY (PRWEB) February 11, 2014
The NFL Super Bowl is one of the biggest sporting events of the year. Not only is this a prestigious night for American Football, but in recent years marketing professionals have also been bookmarking the date. Managing director Hector Montalvo at Source Marketing Direct® is a huge NFL fan, and believes the adverts displayed throughout the Super Bowl are almost just as memorable as the game itself. His firm, Source Marketing Direct® supplies direct marketing services to household brands. Following the Super Bowl, Hector Montalvo is planning to launch an investigation into how advertising at the Super Bowl impacts long-term revenue for a brand.
Marketers spend a huge amount on the adverts for the Super Bowl and the game has transformed into more than just a sport. In January 2012, Nielsen published a report titled 'The Super Bowl Investment Ad Spend Trends Over the Past Five Super Bowls', which documented how much the price of an advert changed over the years. In 2007, Nielsen stated that the average cost of a 30-second advert for the Super Bowl cost $2,385,365, and the price continued to soar consistently despite America’s unstable economy, reaching $3,100,000 in 2011. The most popular advertising categories for the Super Bowl are automotive, beer, motion pictures, regular soft drinks and tortilla chips. However, not all marketers agreed with the extravagant costs. An article by FoxNews published the day after this year's Super Bowl, titled 'Seahawks vs Broncos -Super Bowl's Secret is Marketing, not Football' claimed that some marketing professionals stated the Super Bowl adverts were too “hyped, and that in the end their cost-effectiveness was dubious.”
This criticism led the NFL to encourage brands to advertise their spots well before the actual date of the big game. This year, the Super Bowl produced a branded website, allowing fans to experience the adverts in advance and watch them at their leisure. Some critics claim too much is made of the event. Hector Montalvo at Source Marketing Direct® believes there is some truth in this but that the exposure the brands receive cannot be matched through other forms of marketing.
The use of advertising has enable the Super Bowl to appeal to more than just football fans. By selecting commercials that attract targeted segments of American society, it creates a larger market reach. In 2011, the brand awareness for commercials aired during the Super Bowl was up to 275 percent higher than awareness for the same during regular programming (nielsen.com). These figures confirm just how much of an impact the Super Bowl has on consumers.
Source Marketing Direct® is an outsourced sales and marketing firm in London. Hector Montalvo, Managing Director of Source Marketing Direct® has attended the Super Bowl on many occasions, and believes the event is an excellent opportunity for brands to market their product, his company provides direct marketing campaigns which act as an extension to mainstream advertising.