How Effective Are The Super Bowl Ads?

In 1967, the cost of a 30-second Super Bowl ad spot was a mere $42k. Fast forward to 2024, and that price has skyrocketed to $7 Million making it one of the most expensive advertising slots in the world. Despite the steep price tag with an average cost per thousand (CPM) of $71, advertisers flock to the Super Bowl ad opportunities.

The 2024 Super Bowl once again captivated over 100 million viewers with its exhilarating football match and spectacle of advertising creativity. The brands that aired ads pulled out all the stops with celebrity endorsements, humour, emotion, and storytelling to make a lasting impression.

Standout ads starred celebrities like Tina Fey, Arnold Schwarzenegger, and Bradley Cooper. Fey drove YouTube engagement leveraging her comedic charm and nostalgia; meanwhile, Schwarzenegger showcased humour’s power to capture attention.

In the end, the Super Bowl isn't just about sports anymore. It's a big cultural event where people look forward to both the game, ads and the half-time performance. These ads stick around in conversations long after the game is over. But is this the best way to reach audiences??

Enter Programmatic Advertising. According to Sharethrough (Super Bowl vs. Programmatic), programmatic ads boast an average video CPM of just $7, offering advertisers a significantly higher reach for a fraction of the cost of a Super Bowl ad.?

For example, to achieve the same number of digital impressions as a Super Bowl ad, it would cost approximately $686,700 with programmatic advertising, assuming a $7 video CPM.?

This stark contrast in cost highlights the efficiency of programmatic advertising compared to traditional TV spots.

While the Super Bowl commands high viewer attention, with millions of viewers tuning in, it's not the only screen that captures audience interest. Research shows that during commercial breaks, approximately 79% of people divert their attention to their smartphones, indicating a fragmented viewing experience.?

Programmatic advertising allows advertisers to reach consumers across multiple screens, ensuring their message is seen even when viewers are not fully engaged with the TV screen. It offers enhanced targeting capabilities, allowing brands to tailor their messages based on audience interests, demographics, and behaviours. This level of personalisation ensures that ads are more relevant and engaging, ultimately driving higher conversion rates and ROI.

Programmatic advertising allows brands to target their ads to specific consumer groups based on data like interests, demographics, browsing history and more. For example, a sports apparel company can use software to identify users who frequently visit sports websites, follow athletes on social media, and search for gear like running shoes or tennis rackets. These programmatic platforms build detailed user profiles, putting consumers into niches like “fitness enthusiasts” or “tennis lovers.” The brand can then pay to show their ads only to those niche users as they browse the web. So rather than advertising across the whole internet, programmatic allows brands to micro-target only those most likely to care. The technology transforms mass marketing into precision personalisation.

Super Bowl ads offer unparalleled reach and exposure, they come at a hefty price. Programmatic advertising presents a cost-effective alternative, offering higher reach, enhanced targeting, and greater flexibility. By leveraging programmatic strategies alongside traditional advertising methods, brands can maximise their impact during major events like the Super Bowl, reaching audiences across multiple screens and driving tangible results for their businesses.

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