Preview

Advertising and the Super Bowl

Powerful Essays
Open Document
Open Document
1759 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Advertising and the Super Bowl
Every year, millions of viewers from around the world tune in to watch one of the most exhilarating events in sports unfold--the Super Bowl. The one-game, winner-take-all contest for supremacy in the National Football League has grown into more than just a football game opposing the best teams of the NFL. It has become the premier event for new television advertising. With half of the ten, all-time most watched television events having been Super Bowls; networks are able to sell precious seconds of airtime to large companies for millions of dollars. As we move into the 21st century, publicity for the game 's commercials has come to rival that of the game itself.
Since it 's beginning, the Super Bowl has drawn top sponsor dollars and high television ratings. But there are two key events that are linked to the phenomenal rise seen in Super Bowl advertising to what it is today. In 1969, Joe Namath led his New York into Super Bowl III, where they knocked off the Baltimore Colts in one of the most shocking Super Bowl upsets of all time, giving the American Football Conference credibility and causing Super Bowl ad rates to skyrocket. Fifteen years later, in what is widely accepted as the most famous Super Bowl spot of all time, the Apple Computer was introduced, making it a household name and setting a new standard for Super Bowl advertising (Lohse 14). The incredible climb of Super Bowl advertising is most clearly shown by the current prices for airtime. In last year 's Super Bowl matchup between the New York Giants and Baltimore Ravens, companies paid CBS close to 2.4 million dollars for a thirty second slot. That amounts to over 75,000 dollars per second. CBS also heavily promoted and aired the show: "The Super Bowl 's Greatest Commercials," the night before the big game. "The Super Bowl has become a phenomenon in and of itself for commercials. It provides a breeding ground for advertiser competition and creativity" (Simmons 18). It is the true test



Cited: Posman, Adam. (1-24-01). Bully for the Super Bowl? INT Media. {On-Line}, xx. Available: http:// www.clickz.com/media/agency_stat/article.php/835871 Lohse, Deborah. (1-22-01). The Real Super Bowl Competition Is Among Ads. Mercury News. P.14. Blakehorne, Dana. (1-17-2001). Advertising During The Super Bowl: A Mixed Bag. E-Business Report. {On-Line}, Available: http://www.clickz.com/ebiz/ebiz_report/article/ pnp/835901. Bentman, Hillary. (1-26-2001). Dot-coms benched for Super Bowl kick-off. The Daily Free Press (Boston U.) p.7. Geddes, Darryl. (1-22-01) Corporate game plans for Super Bowl Ads. Cornell University Newsletter. P.3 Goldberg, Marvin. (1-5-01). Advertising during the Super Bowl can be prime-time blunder. Penn State University College of Business Administration, vol.11, p.15-16. Lefton, Terry. (2-10-99). It Ads Up. Sport, vol.90,i2, p.26-27. Simmons, Mark. (2-7-2000). Super Bowl: Sports vs. Advertising. Ask Men, vol.8,i10, p.18-20. Ryan

You May Also Find These Documents Helpful

  • Satisfactory Essays

    The Super Bowl is the championship game of the National Football League “NFL” in the United States, is known for the high-profile advertisements that air during its television broadcast. The broadcast typically ranks very highly in the Nielsen ratings, reaching more than 90 million viewers. Prices for advertising space can typically cost millions of dollars; 30 seconds of advertising time during the 2010 telecast is expected to cost $2.6 Million dollars. The high price tag of the commercials all but promises that they will be spectacular and innovative in most cases. The commercials are often highly anticipated, generating much buzz even before the game is played…

    • 711 Words
    • 3 Pages
    Satisfactory Essays
  • Better Essays

    Super Bowls Other relevant events Conclusion Final Thoughts Restate Thesis Dillon Neeley Mrs. Whitener 9th English January 26, 2018 NFL History Many Americans today know the NFL as a billion dollar franchise that has hundreds of millions of fans show up to game each year. It wasn’t always this way. The NFL started in 1920 and made it to where it is…

    • 1835 Words
    • 8 Pages
    Better Essays
  • Good Essays

    The Wall Street Journal notes that ad rates for NFL games rose 27% to $347,800 for a 30-second spot last season. So far this fall, NFL games have averaged 17.8 million viewers at any given minute, more than almost all regularly scheduled programs, according to Nielsen data. Importantly, many of those viewers are young men, who are hard for advertisers to reach through other programs. And the fact that most consumers watch NFL games live is important at a time when many viewers record shows and then skip the commercials when they watch them…

    • 948 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    “Massive Exposure, Minimal Impact: Doubts About Super Bowl Ad Effectiveness” is an article written by Greg Sterling. This article discusses the negative effects of Super Bowl Ads. The chance to have an advertisement spot during the Super Bowl is something that can be very beneficial for a company. This opportunity is also a very expensive one. According to the article, “Super Bowl advertisements grants major exposure globally” (Sterling 1). The article also addresses the “division between viewer entertainment, and buying patterns. There is a wide gap between the two. This is an example of the negative effects of Super Bowl Ads. Sterling also talks about a survey done by Genesis Media. The survey found that “a vast majority of the participants…

    • 181 Words
    • 1 Page
    Satisfactory Essays
  • Satisfactory Essays

    Every time I watch the Superbowl, I find myself (under the interrogative look of my friends) bitching about the effectiveness of “xyz” commercial that somehow succeeded in producing laughter among the audience. Then I start explaining that too often the joke becomes bigger than the brand and when it does, chances are you will most likely remember the punch line than the advertiser. If you just invested $2.6 million for a 30 sec. and everybody misses the point, it’s a huge waste of money.…

    • 122 Words
    • 1 Page
    Satisfactory Essays
  • Satisfactory Essays

    Media allows you to advertise, market, showcase, broadcast, interview, do articles, cover pages, sell products, network and stay current. The radio contributed to popularity of college football however, MLB owners thought it would destroy attendance. When MNB team actually decided to broadcast on the radio attendance was increased which generated a higher profit for MLB owners. Media continually growing in mid-80s, abled networks selling $1 billion in advertising during sporting event like the super bowl and Olympics. The super bowl is one the most reputable and profitable events in sports that the media has grown to a goldmine. Tickets range from $1,000 to $11,000 and suites ranging from a quarter million to a half million. Super bowl commercials are starting at $4 million dollars for 30 seconds of air time. Not only does the media sell the game but they sell the athletes that the fans fall in love with. Sports went from radio occasionally to television 24/7.…

    • 429 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Super Bowl 50 Commercials

    • 599 Words
    • 3 Pages

    Super Bowl 51 had many commercials that were all very expensive to put up. But it's so expensive because it's some of the best advertising a company can get. Hundreds of thousands of people will be watching and most also watch the commercials. The commercials are normally entertaining and keep people watching them and so it is great marketing for companies and they all use entertaining commercials. It was widely diverse with companies advertisements. Here are two of the most persuasive commercials.…

    • 599 Words
    • 3 Pages
    Good Essays
  • Good Essays

    The super bowl is the most anticipated event of the year as it relates to advertising. There will be millions of viewers watching the NFL showdown this weekend as the Denver Broncos and Seattle Seahawks go head to head for the championship. In addition to the actual game companies get a chance to further market their brands and introduce new products to a massive audience. This year several new companies like Jaguar, Nestle, Intuit etc. will make their super bowl debuts in efforts to increase the interest of consumers and to escalate their overall sales. Logically speaking you would think that any company who gets their commercial aired during the game would earn a tremendous amount of supporters, but is this…

    • 635 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Essay

    • 564 Words
    • 3 Pages

    After watching a few commercials from this year’s Super Bowl Football game, the one that caught my eye the most was the 2012 Chevy Silverado Apocalypse. It was humorous, creative, and got the point across to the audience. Compared to the other commercials of this year’s Super Bowl those were the qualities that stuck out more so. The commercial effective with the way it played out and was well set up.…

    • 564 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Superbowl Myths

    • 839 Words
    • 4 Pages

    These ads literally affect how an individual proceeds to carry on with his life. Campbell's final function for a myth, is that the myth should be able to impress on the learner a guide of how one should carry on with life. The ads depicted in the superbowl are precisely that. Each ad is perfectly created so as to leave a lasting impression on the viewer, that will in some shape or form influence the viewers future decisions. Knowing that a considerable amount of time i sspent showing thes ads, it can be infered that their are an endless amount of decisions to be made that will impact the decison of the…

    • 839 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    The Super Bowl, it is considered the pinnacle of achievement when it comes to football prowess. Furthermore, any marketing professional knows that airing a well-liked, talked about, ad during the Super Bowl is the ultimate marketing achievement. However, in the same way the game itself has evolved since its inception fifty years ago, so has the marketing industry and the way advertisers present their company or product. Read below to learn more about how companies have moved beyond a short commercial during the Super Bowl itself to fully capitalize on the event:…

    • 416 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    Cited: Bud Light. Advertisement. Super Bowl XL. FOX, St. Louis, Missouri, 6 Feb. 2006. Television.…

    • 1279 Words
    • 6 Pages
    Better Essays
  • Better Essays

    NFL Generations

    • 1284 Words
    • 6 Pages

    During the fall season, fans know Sundays are for NFL football games and church. NFL fans exist through out America; there can be New York fans that live in California or other areas. The fans are expanding everyday and the football culture is now a way of people's life. For example, NFL fans treat Super Bowl Sunday as a holiday than a regular championship football game. Everybody watches the Super Bowl for the game, halftime show, and commercials. NFL fans have parties and invite friends over to watch the big game at their house. Even commercials during the Super Bowl are always talked about because everybody watches the Super Bowl. Although, companies pay millions of dollars for thirty seconds for their commercials to be played during the Super Bowl because they can attract new customers. Even stores get involved to promote Super Bowl Sunday; like having sales on food and televisions. However, the Thanksgiving Thursday Night Football Game is also part of the American football culture. While enjoying time with family on a real holiday, the NFL has a game on Thanksgiving Day. This game always promotes the Super Bowl game because they know fans and their families are watching the game. The football culture has grown bigger through every generation. Everybody knows when it’s time for Super Bowl…

    • 1284 Words
    • 6 Pages
    Better Essays
  • Good Essays

    Advertising will be done through ESPN, social media, at all stadiums during the regular season throughout the year. Advertising through ESPN and all the 32 NFL stadiums will cost around 9 million dollars. Strategic use of social media fill result in free advertising. This provides great exposure for the corporate sponsors. (2014)…

    • 959 Words
    • 4 Pages
    Good Essays
  • Good Essays

    This is mainly because there is a requirement to project creative, socio-cultural, and technological aspects, especially when it comes to the live telecast of an event such as Super Bowl. The live telecast of a grand event such as Super Bowl has always been done by leading sports channels such as ESPN and CNBC. It is also an important factor that many of the creative techniques and tools for covering big sports event was initially developed by these channels, in order to telecast them in the most creative and stylized manner. For this reason, there is always a pressure of industry standard over them to create contents that are above average for the world and the American audience. The effort and skills used in covering the Super Bowl are evident in the video, especially through the usage of multi-camera settings, appropriate color tones, and even though the correct positioning of the cameras during the entire event. David Rowe has asserted in his work ‘Sports, culture and media’ that it is extremely difficult even to imagine a sports event without multiple camera angles (53). And a similar notion was put forth by Barbara Morris and Joel Nydahl, as they asserted the multi-camera system has the capability to bifurcate a single action into differentiated indistinguishable parts of dramatic actions. Therefore, through this factors it becomes clear that there is an inequitable pressure on the media-producers to present the sports event in a spectacular and dramatic way possible for the audience. On another side, the technological aspect can also be perceived in the video through the usage much high-end equipment that they use during the events in order to make these multiple- angle possible and above all spectacular (eg: the usage steady cams in the most skilled way to cover the ground happenings in the Super Bowl…

    • 1075 Words
    • 5 Pages
    Good Essays