Super Bowl XLV Adverts – The 2011 Showcase
Advertising during the annual Super Bowl television broadcast – the 45th edition of which took place yesterday in Texas – has always been a hot topic, with advertisers known to stall the launch of new brands until ‘Super Bowl Sunday’, or to have their major campaigns coincide with the football match.
Personally, I’ve never quite understood the fuss myself, but that’s perhaps because I can’t quite grasp the numbers involved here in terms with the quality of the adverts themselves.
As the ever useful Wikipedia tells us: The Super Bowl, the championship game of the National Football League in the United States, is known for the high-profile advertisements that air during its television broadcast in the U.S. The broadcast typically ranks very highly in the Nielsen ratings, reaching more than 90 million viewers.
In order to reach that huge viewing audience, broadcast ad space can typically cost millions of dollars. The estimated average cost of a 30-second slot during Super Bowl XLV was reported by Reuters to be around $3 Million. In 2010, the average cost of a 30-second commercial was according to CBS, the network that televised Super Bowl XLIV that year, approximately US $2.5-2.8 Million. (This years’ game was televised by the Fox Network.) These costs are purely broadcast fees, and exclude the cost of producing the advert in the first place.
All-in-all, it’s a huge investment in advertising cost by the companies involved, and with the potential to reach 90 million consumers simultaneously, I suppose the significance of the Super Bowl advert does make some. I still think that some of them could be a lot better in terms of production quality though.
YouTube take Super Bowl adverts seriously too. SO much so that their AdBlitz Channel is showcasing all 63 of the ads shown during yesterdays’ game, and inviting viewers to vote for their favourites. You can find the YouTube AdBlitz Channel here, and kill 30 minutes of your lunch break watching all the ads.
My favourite? Well there are a couple that I like, but probably most memorable for me personally has to be the ad that highlights a the Buy-Back programme offered by Best Buy stores in the States. Basically, if you by a piece of tech now and a new version gets released they’ll buy back your out-dated version and put the value of it towards the upgraded option. Why’s it memorable. Well because it features Ozzy Osbourne (the old) being replaced as the spokesman by Justin Bieber (the new). Ozzy (and his missus, Sharon, who makes a cameo appearance) do get the last laugh in though:
Oh, and incidentally, in case you are actually interested in the football game that was played between the broadcast of all the adverts…
Super Bowl XLV took place at the Cowboys Stadium in Arlington, Texas. The Green Bay Packers (the reigning National Football Conference – NFC- champions) beat the Pittsburgh Steelers (the reigning American Football Conference – AFC – champions). The final match score was 31 -25 in favour of the Packers. The game was played in front of the fourth largest live crowd at a Super Bowl Final. A total of 103,219 people were in attendance.
So now you know.