Expect Longer, More Epic Ads at This Year’s Super Bowl

/// Expect Longer, More Epic Ads at This Year’s Super Bowl

January 9, 2012  |  Blog

The Super Bowl has become as much about advertising as it is about sports. Spots typically sell for more than any other event during the year and more recently, popular ads have had long lives as viral phenomenons. Remember this spot from last year? VW’s Darth Vader ad has been viewed 48 million times on YouTube in addition to the millions of views it got during the Super Bowl on TV.

Hoping for more viral hits, advertisers are planning to run more 60-second spots this year, according to Advertising Age. Expect to see “the art form of story telling” play a more important role in ads this year.

The gold standard for Super Bowl ads is still the 60-second 1984 ad from Apple that launched the Mac computer. An ad that can create as much buzz as the Apple ad is more than worth the extraordinary amounts companies are paying this year for spots.

NBC has sold out its inventory of Super Bowl spots for the televised game. The media company (now owned by Comcast) will also offer a digital stream of the game. Because of this NBC is selling ads as packages. According to Ad Age:

Though [packaging] happens at other networks as well, NBC Universal could include the spot not just in the traditional broadcast but on the soon-to-launch NBC Sports Network, the coming Olympics broadcast, the digital stream of the Super Bowl or other NBC Sports inventory.

Look for ads from Anheuser-Busch, Audi, Best Buy, Hyundai and Pepsi among others.

Packages sold for an average $3.5 million each. The 2010 Super Bowl was the most-watched television event in history with 106.5 million viewers.

Link: Expect Longer, More Epic Ads at This Year’s Super Bowl



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