How the Super Bowl became the championship of advertising and how to win it today

  • The Super Bowl is the rare television event where the audience is actually willing to watch the commercials, which has turned it into a advertising showcase.
  • According to legendary advertising duo Silverstein and Goodby, the Super Bowl is not the time to sell hard, it is a time to entertain while making a simple point about the client.
  • The US CMO of AB InBev Marcel Marcondes says the most important thing is to find the sweet spot between what the brand stands for and what is culturally relevant. 
  • The cost of running an ad during the Super Bowl has continued to increase while viewership has started to fall off. But despite that, advertisers still say it is worth it and that the value lasts longer than the game. 
  • Visit Business Insider's homepage for more stories.

Every year as we approach the Super Bowl you start to see football themed food and products everywhere. You might get an invitation to a Super Bowl party from a friend who hasn't watched a football game all year.

It is more like a national holiday than a sporting event — one that involves watching, evaluating and discussing television commercials. This tradition has turned the Super Bowl into the championship of advertising.

The Super Bowl ad that changed everything

Apple's 1984 Super Bowl ad is credited with paving the way for the advertising showcase that the Super Bowl has become. 

See the rest of the story at Business Insider

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