This time of year we watch a lot of sports, especially NFL football, but the repetition of TV commercials is making it harder to enjoy both NFL football and the baseball playoffs. Rather than spending 3 million on the Super Bowl to “entertain” audiences I would suggest that now is the time that advertisers should have developed new spots as after the Super Bowl there really isn’t any big audience sports until the summer when baseball heats up again.How many times do we need the same commercials during a 3 hour NFL or MLB game? It has gotten so bad that most of my friends are changing channels during the game to avoid them. I mean you’re either interested in buying insurance or you’re not.
I understand that the Super Bowl brings a huge audience but the commercials have become more about creative directors becoming entertainment people than selling product. Sure the commercials may be fun to watch but as cute as the Budweiser spots are I’m still not going to buy their beer. Rather than wasting a lot of money on the Super Bowl wouldn’t it be better to develop new spots that can run during the regular NFL season?
According to The Nielsen Company, the 2012 regular season reached 200 million unique viewers, representing 80 percent of all television homes and 69 percent of potential viewers in the U.S. NFL games accounted for 31 of the 32 most-watched TV shows among all programming last fall
For the first time ever, an NFL game was the week’s most-watched TV show in all 17 weeks of the season. NFL games ranked 1-2 in viewership in 15 of the 17 weeks.
NFL games continued to more than double broadcast primetime viewership. NFL games on CBS, FOX and NBC averaged 19.3 million viewers – 154 percent higher than the average primetime viewership among the four major over-the-air networks (7.6 million average on ABC, CBS, FOX, NBC). That NFL advantage is nearly triple the 52 percent edge of a decade ago.
In contrast an estimated 108.4 million people watched Super Bowl XLVII, making it fall short of setting the fourth straight viewership record. So you could potentially advertise during the regular season and reach more viewers at less cost per reach than the Super Bowl. However let’s remember the “business” of marketing & advertising”. The business end means that the creative director is allowed to vent his frustration at Hollywood with spots that entertain audiences rather than drive sales. It also means that marketing officers become legends in their own mind by saying “we’re gonna be on the Super Bowl”.
The survey of 264 advertising executives across the United States that placemedia commissioned from uSAMP, found that 89% of them found television video impressions were more important than online video impressions. A similar overwhelming majority of 88% say there are benefits in better targeting in television advertising, including:
– Better delivery of a message that relates to their viewers’ interests (57%)
– More effective use of advertising resources (42%)
– Better use of advertising dollars (42%)
– Increased return on investment (38%)
– Less tune-out from consumers (29%)
– Better delivery of desired goods directly to the consumer (27%)
– More efficient campaign development (21%)
It’s too bad that at the Super Bowl a lot of that goes out the window for bragging rights.