The super bowl a sporting event that viewed by millions of people around the world, this sport event created around 1920; but wasn’t until 1960 that formally happened, In 1960, the NFL and the AFL to football leagues competed to catch the attention of the fans until they created an event to play against each other. This event called the “AFL-NFL championship game” Since the first super bowl companies had an interest in promoting their brands during this event because they knew it was a high number of viewers. But in the present, the companies are facing some issues with the advertising not only because some highly viewed TV programs are on the air during the super bowl Sunday; which may create a decreasing number of viewers, but because society nowadays multitasks and may end up fragmenting the audience focus. Also, because we live in a network society where anything can be found on the internet. But what are the companies doing to keep their promoting strategies up to date?
INNOVATIONS
The super bowl is the more watched televised sports event. Because of this, they attracted big companies to promote their products as early as the event on its own; since the beginning of this monumental event advertising a product is expensive; back in the day a 30-second commercial would cost around $42,000 and, in the present, could cost about 2.6 million.
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But now with the internet and new tv shows the audience has been fragmented, which could have a massive impact on the target audience. And now companies should seek new alternatives to attract different audiences; however, because of this fragmentation, the super bowl has become a trend between the society; not only because of the game, but because everything that surrounds the event, such as the halftime show. The organizers of the event have innovated the event itself with “the super bowl experience” they have known since 2006 that any tv show could fade this event just like what occurred to the 2006 winter Olympics, where American idol show took most of its audience. This innovation benefits the companies that promote their products during the super bowl because they can become sponsors of the super bowl experience and will use ads in this pre-game event, this allows the companies to increase the range of promoting from only the event to the pre-event, the event and the post-event; this creates a wide-open audience and would cover any other audience. Also, benefits the NFL because it creates more interest in the fans.
MARKETING DURING THE SUPER BOWL AND THE INTERNET
The companies expect an increment in the consumer interest for their brands after they have been advertised during the super bowl, but because of the massive internet range, this interest has been decreasing. Because of the easy access to the internet consumers tend to do multitask at any time, this means that in super bowl Sunday at any moment they could be on the web instead of being attracted to companies‘ million-dollar ads. This affects companies because now is uncertain how many people watch those ads.
Another issue companies that promote their brands during the super bowl is, ads staying online for a while compared to the 30 seconds they stay on the tv air; this allows the consumer to have more time to think if they need the product or if they are just buying by impulse because of the influence of those ads; with this issue, companies are losing potential customers, because their ad was only effective when the audience could watch it only a few times; but now the audience can re-watch it over and over as many times they want, so they could find a mistake that disqualifies the whole commercial.
Alternatives to keep advertisement up to date
Some alternatives to maintain companies‘ ads up to date are: live stream a product review of a famous, generate a comedy or suspense ad, interactive ads, use social media and a partner of the ad, create an ad into another ad.
Pros and cons of each alternative
A famous promoting a brand creates confidence because who doesn’t want to use the same thing as your favorite football player, it creates the distraction of using a celebrity that will catch the attention to persuade the customer.
However, this alternative solution has his cons: many companies would use or are using this alternative and try the ad will end up just like any other ads and it would be monotonous.
Generating a comic or suspensive ad would catch attention not only because it would make the audience laugh or sight and eventually, but the audience will also talk about it between each other.
The cons of this alternative would be if the ad is unfunny at all and the companies are forcing it the ad would repel the audience. I recommend it using satire in the ad because it has to be controversial to succeed.
Interactive ads, using the new technology like digital assistants and the virtual cameras create an ad where the audience can interact with the ad. for example with a smartphone camera and the tv create some 3d advertisement where they could take pictures; also utilize any assistants to give info about their product, for example, use an actor to ask the assistant (either goggle or amazon) to give facts about the product, this will create a more personal ad because it is interacting with every audience assistant on their own.
Cons, not every home has a digital assistant
Use any platform of social media to interact with the customers while a live ad is on the screen and after the screen, creates a live ad about the product, and uses any social media to see how the audience is responding to by reviews.
Cons: the target audience may give negative reviews or comments about the ad or the product itself.
Produce an ad that interrupt another one: deliver a traditional ad, but when the ad is some seconds ahead interfere it with a call promoting the actual product; this causes the feeling of empathy because many times the audience is interrupted by some ads.
Cons: it may seem like the companies are making fun of the audience.
Solution
The most effective solution to keep the super bowl ads up to date would deliver interactive ads; because there are many alternatives, you could employ the personal assistants; you could utilize the camera of a smartphone (which almost everyone has) or you could use any other feature on the smartphone so it becomes interactive. It may seem extravagant, but you could also create some intrigue by just putting a code in the screen and when they scan it the actual ad plays; this is the best solution because in a society where the internet and smartphones are everywhere; the consumers will experience some impulse to see what else their phones could do. This equally will develop a more effective way to calculate how many customers saw the ad because the consumer will have to interact with the company.
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