In the age of social media, why are advertisers still willing to drop a huge chunk of change on a Super Bowl spot? As of 2018, a 30-second Super Bowl ad could cost as much as $5 million. While network TV ratings are struggling, the NFL championship remains the best way to reach as many people as possible at once. According to CBS News, an estimated 103.4 million people watched the Philadelphia Eagles beat the New England Patriots in last year’s big game. The NFL’s annual event is TV’s biggest game in town, and nothing else even comes close.
It’s an astronomical price to pay for so little airtime, but dozens of companies have no problem footing the bill. A Super Bowl spot is probably the best shot an advertisement has all year at being seen by an enormous captive audience. Not only is the viewership high, but many non-football fans tune in solely for the commercials themselves. In a world of cord-cutting, where content can be watched in many ways, the Super Bowl remains a largely social event that’s watched live, so viewers can’t fast forward through commercials.
With Super Bowl commercials an essential part of February’s cultural core curriculum, it’s hard to think that they aren’t worth their expense. But do they influence sales? Multiple researchers have studied the relationship between ad success and sales, and the answer is usually a surprising no. If the ads don’t move product, why are all the $5 million slots locked down as early as November? Maybe it’s because the ads aren’t supposed to sell product. Even if it’s hard to pin down whether the ads increase sales, research does suggest they deliver brand lift. That’s often the thinking behind corporate sponsorships, product placement in movies and presence on social media.
The Super Bowl is just as much about the commercials as it is about the game itself. The Communicus and Genesis studies show that popular ads influence brand favorability, and while that may not necessarily translate into sales, the Super Bowl provides an opportunity for a company to get itself in the national conversation. The event gives companies the opportunity to participate in Super Bowl Sunday’s other showdown by making the funniest or most-talked-about ads. If the commercial is good enough, there could be enough exposure to justify the costs of airtime and production.
Who will we be keeping an eye on this year? According to Ad Age, Burger King® is back in the Super Bowl for the first time since 2006 with a 45-second spot set to run during the fourth quarter. DORITOS®, a brand notorious for its viral Super Bowl ads, is set to air one 30-second spot and recently released a teaser to generate buzz. M&M’S® is returning to the Super Bowl with its fifth Big Game spot in the past decade. The 30-second commercial will air during the first commercial break following the kickoff. Finally, the National Football League itself will run one 90-second ad to kick off the celebration of their 100th season, which begins after the Super Bowl.
Companies want to signal to customers that they’re strong, relevant, successful and already coveted by other customers. We don’t know how long the Super Bowl advertising frenzy will continue, but for now, companies are likely going to continue to pay up to show off their commitment, their confidence and the size of their wallets.