Brands are willing to spend anywhere from 25 percent to the same amount on marketing that they have tied to the ads themselves.
In the past few years, brands have certainly utilized all social media has to offer. Many companies have released their Super Bowl ads prior to the actual game in order to engage consumers for a longer period of time.
The Super Bowl is an opportunity for companies to reach more than 100 millions viewers on a day that “people really want to see the ads, they’re not skipping over them, they’re watching them in real time and engaged,” Molly Peck, Buick’s director of marketing said.
The average cost of a 30-second Super Bowl ad has doubled in the last ten years.
“As advertisers more and more look to tell their narrative and tell content stories, this is a tremendous opportunity to do it, but like any story, you can’t just tell it once,” said Randy Freer, the chief operating officer of Fox Networks Group. “You have to get out and spread it around and elevate that.”
Starting in January, public relations firms and executives of large brands offered news organizations a sneak peak of their commercials, as long as they promised to not publish the ads or information surrounding them until a certain day.
This allows executives to begin their marketing process. “Television advertising continues to be an important part, but on its own it’s not enough anymore,” said Berta De Pablos-Barbier, vice president of marketing for Mars chocolate.
Which Super Bowl ad is your favorite so far?