“The Biggest Night in Advertising” Trends in 2024
With the big game fast approaching, we asked our Executive Director/Connections, Mike Pocci, about the value of tackling a Super Bowl spot and the risks and rewards when you do it right.
“Doing it right” can mean a lot of different things depending on who you ask. Ultimately, could this sought-after spot be a great return on your investment? We think so. However, many factors must align for that to be true.
The Money Factor
The cost for a :30 Super Bowl spot this year is about $7 million – for many years, the cost increased every year, but we've been hovering around $7 million for the last two Super Bowls.
It's expensive, to say the least, but it's simple math: no other event draws the sheer number of viewers (in real-time) that the Super Bowl does, and if you're trying to cast a wide net and reach a broad audience, that investment could pay off.
The Viewership Factor
Speaking of viewers, no other American sport event draws this much attention. Last year, in 2023, an estimated 113 million tuned into the game. That’s about a third of Americans. This number has teetered and tottered over the years, with a significant drop after the pandemic started. But now it could be on a steady rise again for 2024.
The Creative Factor
It’s clear that many viewers tune in to see the commercials every year; it’s not just marketers who are paying attention. This year, we can look forward to Budweiser bringing back the feel-good Clydesdales + yellow lab story, BMW teaming up with Christopher Walken for a spot and at least one teaser ("what's a teaser?"), and Oreo back in action with a spot featuring Kris Jenner using Oreos as "coin flip" decision makers.
There’s plenty to look forward to, and we're sure to see a boatload of spots that successfully capture viewer attention, even more so than the big game itself, for some. That's what we love about Super Bowl ads – people pay attention and look forward to them. We can't say this about all ads, however; sometimes they can flop, and from a PR standpoint, this can end up hurting a brand. It all depends on how it plays out and how it resonates with the audience.
The Taylor Swift Factor?
There’s no denying that one of the most popular, decorated and influential musicians in the United States (even the world) has an influence over the 58th Super Bowl. Kansas City Chiefs’ game viewership alone has increased, and with the team securing its place in the big game, we don’t doubt that a Taylor Swift appearance could continue to increase viewership. A good chunk of “don't watch or care about football” audiences are also starting to pay attention because of her involvement, leading to more opportunities for brands to tap into new demographics.
Costs aside, great creativity and a strong turnout for broadcast TV’s biggest night in advertising can help any brand get the exposure they’re looking for.
To keep your brand on its toes, work with AfterMath and create impactful experiences that drive true results.
For more information, contact our Executive Director of Connections, Mike Pocci at 330-472-9774 or mpocci@teamaftermath.com.