Super Bowl ad fee record: Internet marketing work

"Super Bowl" advertising has become a total of 3 billion dollars in the industry

Super Bowl "sponsors are peddling a new idea-they are making a record 4 million dollars for the 30-second television broadcast this year – that is, the audience at the top of the American ratings will turn their ads into success on the Internet.

"This is definitely a factor in the cost of advertising. "The company is a" Super Bowl "TV broadcaster, said Les Moonves, chief executive of CBS, Raiss Muenvis. "Advertisers believe that they will be able to get a good response online, so it is worthwhile to raise advertising fees." ”

The "Super Bowl", to be carried out on February 3, will attract more than 111 million viewers, providing a rare opportunity for advertisers such as Coca-Cola and Pepsi to make a leap on the web, raising the number of Twitter and Facebook fans. "Super Bowl" advertisers are relying on an enlarged online audience to prove that they are spending a lot of money on TV commercials, says Rob Norman, chief digital officer of GroupM, the world's largest advertising firm, WPP's media group. "(advertisers) have to be expanded to a greater extent than ever before (ad audiences). ”

The company is paying CBS 3.75 million dollars for a 30-second "Super Bowl" ad, up 7.1% from a year earlier, the most expensive advertising fee in the U.S. media, according to Kantar Media, a WPP industry research firm. Some advertisers pay more than 4 million dollars, Moonves said in an interview.

For the past two years, three years and four years, CBS has been the best performing stock in the 500 Media Index (S&P) 16 component stocks. From 2008 to Tuesday, the price of the stock has risen from $8.19 to $42.33, the highest close since January 2005, when it announced its break-up with Viacom.

Rising advertising costs

Since last June, analysts who have recommended buying CBS shares have risen steadily to 75% per cent of all analysts. CBS's share price has risen 11% per cent in the current deal so far this year.

Over the past 10 years, the "Super Bowl" advertising fees have risen by about 60%, suggesting that advertisers value the good opportunities to reach the largest television audience. According to Kantar Media, last year's "Super Bowl" received a total of 78 commercial ads, bringing 262.5 million of dollars in sales. CBS plans to play "Super Bowl" ads all day, and this year's contest will start between the San Francisco 49 (San Francisco 49ers) and the Baltimore Ravens (Baltimore Ravens), which is 16:30 Eastern Time February 3 ( Beijing time February 4 5:30).

CBS is running a network competition that allows people to vote for the best commercials in the previous "Super Bowl" competition, and will announce winners on a special television program on January 30.

Now the "Super Bowl" advertising campaign has been launched on a variety of media, landing from TV to network to smartphones and tablet computers and other platforms, said Jonathan Taplin, director of the University of Southern California's Jonathan Teplin laboratory. "We've been talking about this for a long time, and now it looks like it has finally turned into reality," he said. He said in an interview.

Better return

Coca-Cola has been streaming the first half of the "Super Bowl" ads on the internet since last week.

Before the end of the Super Bowl, viewers can vote on the CBS website, Twitter, Facebook, light blog Tumblr and other online services on who they want to win the race. They can click on the Sabotage button on the site and vote against the one they dislike.

"We are all trying to get a better return on investment, and now numbers have become a necessary part of that strategy." "Piot Chancle Pio Schunker, senior marketing vice president of the Coca-Cola North America department, said in an interview. After last year's "Super Bowl", Coca-Cola found that the company advertised more online audiences than had previously been expected. At the time, Coca-Cola had to increase its servers to handle traffic.

A fan-made ad

"Numbers and socializing have become the front lines in the advertising arena, and we've underestimated their impact before." "Chancle said. "Based on this, we decided this time we also need to make advertising more interactive, and promote the participation of the fans increased." ”

Pepsi is also a regular in the "Super Bowl" ad, and the company is running an online competition to decide which fan-made ads should be aired during the "Super Bowl". According to the rules published by the company, the winner can also join the team of famous director Bay (Michael Bay) as "unpaid independent contractor" to participate in the next "Transformers" (Transformers) film.

Twitter will allow advertisers to post ad-sponsored Twitter messages to users after their "Super Bowl" commercials, where users can vote for their favorite ads.

Among advertisers, it is now a standard marketing campaign to publish television broadcasts in advance on Google's YouTube site. Although it appears to be a bit of a reverse production, YouTube says advertisers have attracted more audiences in this way. YouTube said that the "Super Bowl" before the launch of the average number of ads published more than 9.1 million times, and in the "Super Bowl" the day appeared on the Internet ads 1.3 million times.

Digital Trends

"We found that if you could see the ads in advance, it would be more likely to remember the brand on the day of the Super Bowl," he said. "said Lucas Watson, vice president of YouTube advertising," Lucas Wossen.

Before the launch of the "Super Bowl" TV broadcast ad, Mercedes-Benz us was streaming five trailers online, one of which was starred by the famous model Kate Apton Kate Upton, with more than 5.3 million visits.

According to an analysis released by Adobe, companies that advertise during the "Super Bowl" will increase their network traffic by 20% on the day of the big game, and the average number of Internet audiences will increase during the week. Todd Gordon, managing director of Magnaglobal, the media investment arm of the advertising and marketing services group, Iinterpublic, said that attracting Internet audiences is an important thing that has prompted almost all of this year's "Super Bowl" Sponsors have bought ads through data channels such as Facebook, YouTube and Twitter.

Advertisers can no longer just do television commercials alone. Gordon said in an interview. "Now the audience is looking forward to more things. ”