Yesterday, we examined whether Super Bowl advertising is worth it. And we showed some eye-popping comparisons. Now, in assessing the Super Bowl of advertising — part two, we turn to the ads from the most recent Super Bowl of February 2, 2020. To access all of the ads that ran during the game, click here.
Note: We ask that you add a comment on these questions: What ads did YOU like most? Which ads did YOU like least? Will seeing an ad during the Super Bowl affect YOUR purchase behavior? Why or why not? Thanks. 🙂
Super Bowl LIV (2020)
Assessing the Super Bowl of Advertising — Part Two
TV Audience Grows
The major reason that ad rates are so expensive for the Super Bowl is the huge size of the audience. In this fragmented era of viewing, the Super Bowl rules with the biggest U.S. TV audience of the year. And 2020 is especially appealing because the audience grew for the first time in 5 years. According to Hollywood Reporter:
“The game drew an average of 99.9 million viewers and a 41.7 household ratings, both slight upticks from CBS’ broadcast of Super Bowl LIII in 2019 (98.2 million, 41.1). Per Fox Sports, a Spanish-language simulcast on Fox Deportes and streaming on Fox, NFL, and Verizon platforms boosted the average viewership to 102 million, a very small increase on last year’s multi-platform audience of 101.7 million.”
“In addition, the broadcast also featured a widely praised halftime show starring Jennifer Lopez and Shakira. It averaged 103 million viewers. More than the broadcast as a whole. And up 4 percent from last year’s halftime with Maroon 5. The halftime show has outdrawn the game in each of the past nine years.”
USA Today’s Ad Meter Results
USA Today “created the Super Bowl Ad Meter in 1989 to gauge consumers’ opinions about television’s most expensive commercials. The 2020 Ad Meter is in the 32nd year. And the results have become the industry-leading tool used to measure public opinion surrounding Super Bowl ads.” Click here to see the ranking of all the Super Bowl ads.
“Ground Day” from Jeep, starring Bill Murray
Lowest-Rated Ad (non-politcal)
“Fixed the Pretzel” Featuring Pop Tarts
Digital Share of Voice (from Advertising Age and iSpot.tv)
As Ad Age notes: “We once again partnered with iSpot.tv, the always-on TV ad measurement and attribution company, to get the big picture on digital activity across Facebook, YouTube, Twitter, and search engines surrounding this year’s Super Bowl ads. In other words, this is about what specifically resonated online/socially on Super Bowl Sunday.”
Here are some highlights.
What If You Cannot Afford an Ad During the Super Bowl?
Small business alternatives suggested by HubSpot:
1. Buy video ad space on social platforms.
2. Dive deeper into a narrative.
3. Leverage major events or holidays.
4. Lean into co-marketing
For a full multimedia discussion of these alternatives, click here.