News / Economy

Super Bowl TV Ads are Big, Big Business

Super Bowl TV Ads are Big, Big Businessi
X
January 31, 2014 11:06 PM
Super Bowl Sunday is almost here - the National Football League championship is the second most watched annual sporting event worldwide. With all eyes on the big game, advertisers are lining up to spend record amounts of money to put their ad in front of viewers. Super Bowl commercials have become "must see TV." VOA’s Brian Allen has the story.
Brian Allen
Super Bowl Sunday is almost here - the National Football League championship is the second most watched annual sporting event worldwide. With all eyes on the big game, advertisers are lining up to spend record amounts of money to put their ad in front of viewers.  Super Bowl commercials have become "must see TV." 

It has become an event almost as big as the game itself - it’s the only day of the year when viewers don’t hit the mute or go to the bathroom during a time-out.

Super Bowl commercials are big, big business, which comes as little surprise considering Super Bowl is traditionally the most-watched American television broadcast of the year.

“Thirty years ago there were a good number of ways to get to everyone," said Richard Fine, a managing director with Redscout. "There were big event televisions, big shows everyone watched. And now there is only one, only one thing where you get to 110 million people a year.

And a big audience brings a hefty pricetag - a 30-second ad costs, on average, $4 million this year.

“Is it worth spending $4 million for 30 seconds of advertising? I guess it depends on what you are setting out to do as a marketer,” said Ken Wheaton, a managing editor at Advertising Age. “If you have a specific message or if you are traditionally a Super Bowl advertiser, I think it does make sense. You can send a message to the average consumer, 'Buy my product, we are American-made.'  Or you are sending a message to your stockholders: 'We're healthy financially to make a marketing play this big.'"

Budweiser, Coca-Cola and Pepsi, and car companies traditionally spend the big bucks to air ads during the Super Bowl.

James Cooper, editorial director at Adweek, says celebrities are starting to get in on the act as well.

"For the companies that use them, they buy instant recognition for the ad," he said. "If you see Arnold Schwarzenegger in a Bud Light ad people are going to pay attention. Miley Cyrus they will pay attention, people pay attention to her as well. John Stamos most in those Oikos yogurt ads."

Wheaton says there will be plenty of star power this year too.

“This year, we have Scarlett Johansson for SodaStream. We have, I count the Muppets as celebrities for Toyota," he said. "A trio of British actors for Jaguar, Laurence Fishburne for Kia and [David] Beckham for H&M. And probably a few others. We never know who is going to pull out a surprise ad."

Fine says that all those eyeballs mean more pressure to put out a good ad.

“You’re in a competition to see whose commercial wins the most like, views, awards, whatever it might be," he said. "It’s a very competitive context, and what you’re trying to do is be one of the ones that is a big, buzzed-about commercial.

“That's why people tend to sort of be semi-safe, they use things like puppies and babies and monkeys," said AdWeek's Cooper.

Most of the Super Bowl Sunday ads are already online - which means advertisers get increased value before and after the game.

You May Like

Ebola Death Toll Nears 5,000 as Virus Advances

West Africa bears heaviest burden; Mali toddler’s death raises new fears More

Jordan’s Battle With Islamic State Militants Carries Domestic Risks

There are Western concerns Islamic State militants soon may unleash offensive in kingdom that could create upheaval - though nation has solid intel, grip on banking system More

Asian-Americans Assume Office in Record Numbers

Steadily deepening engagement in local politics pays off for politicians like Chinese-American Judy Chu More

Featured Videos

Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
After Decades of Pressure, Luxembourg Drops Bank Secrecy Rulesi
X
October 21, 2014 12:20 AM
European Union finance ministers have reached a breakthrough agreement that will make it more difficult for tax cheats to hide their money. The new legislation, which had been blocked for years by countries with a reputation as tax havens, was approved last week after Luxembourg and Austria agreed to lift their vetoes. But as Mil Arcega reports, it doesn’t mean tax cheats have run out of places to keep their money hidden.
Video

Video After Decades of Pressure, Luxembourg Drops Bank Secrecy Rules

European Union finance ministers have reached a breakthrough agreement that will make it more difficult for tax cheats to hide their money. The new legislation, which had been blocked for years by countries with a reputation as tax havens, was approved last week after Luxembourg and Austria agreed to lift their vetoes. But as Mil Arcega reports, it doesn’t mean tax cheats have run out of places to keep their money hidden.
Video

Video Kobani Refugees Welcome, Turkey Criticizes, US Airdrop

Residents of Kobani in northern Syria have welcomed the airdrop of weapons, ammunition and medicine to Kurdish militia who are resisting the seizure of their city by Islamic State militants. The Turkish government, however, has criticized the operation. VOA’s Scott Bobb reports from southeastern Turkey, across the border from Kobani.
Video

Video China Political Meeting Seeks to Improve Rule of Law

China’s communist leaders will host a top level political meeting this week, called the Fourth Plenum, and for the first time in the party’s history, rule of law will be a key item on the agenda. Analysts and Chinese media reports say the meetings could see the approval of long-awaited measures aimed at giving courts more independence and include steps to enhance an already aggressive and high-reaching anti-corruption drive. VOA’s Bill Ide has more from Beijing.
Video

Video US ‘Death Cafes’ Put Focus on the Finale

In contemporary America, death usually is a topic to be avoided. But the growing “death café” movement encourages people to discuss their fears and desires about their final moments. VOA’s Jerome Socolovsky reports.
Video

Video Ebola Orphanage Opens in Sierra Leone

Sierra Leone's first Ebola orphanage has opened in the Kailahun district. Hundreds of children orphaned since the beginning of the Ebola outbreak face stigma and rejection with nobody to care for them. Adam Bailes reports for VOA about a new interim care center that's aimed at helping the growing number of children affected by Ebola.
Video

Video Young Nairobi Tech Innovator on 'Track' in Security Business

A 24-year-old technology innovator in Nairobi has invented a tracking device that monitors and secures cars. He has also come up with what he claims is the most robust audio-visual surveillance system yet. As Lenny Ruvaga reports from the Kenyan capital, his innovations are offering alternative security solutions.
Video

Video Latinas Converting to Islam for Identity, Structure

Latinos are one of the fastest growing groups in the Muslim religion. According to the Pew Research Center, about 6 percent of American Muslims are Latino. And a little more than half of new converts are female. VOA’s Carolyn Presutti travelled to Miami, Florida -- where two out of every three residents is Hispanic -- to learn more.
Video

Video Exclusive: American Joins Kurds' Anti-IS Fight

The United States and other Western nations have expressed alarm about their citizens joining Islamic State forces in Syria and Iraq. In a rare counterpoint to the phenomenon, an American has taken up arms with the militants' Syrian Kurdish opponents. Elizabeth Arrott has more in this exclusive profile by VOA Kurdish reporter Zana Omer in Ras al Ayn, Syria.
Video

Video South Korea Confronts Violence Within Military Ranks

Every able-bodied South Korean male between 18 and 35 must serve for 21 to 36 months in the country’s armed forces, depending upon the specific branch. For many, service is a rite of passage to manhood. But there are growing concerns that bullying and violence come along with the tradition. Reporter Jason Strother has more from Seoul.
Video

Video North Carolina Emerges as Key Election Battleground

U.S. congressional midterm elections will be held on November 4th and most political analysts give Republicans an excellent chance to win a majority in the U.S. Senate, which Democrats now control. So what are the issues driving voters in this congressional election year? VOA National Correspondent Jim Malone traveled to North Carolina, one of the most politically competitive states in the country, to find out.
Video

Video Comanche People Maintain Pride in Their Heritage

The Comanche (Indian nation) once were called the “Lords of the Plains,” with an empire that included half the land area of current day Texas, large parts of Oklahoma, New Mexico, Kansas and Colorado.The fierceness and battle prowess of these warriors on horseback delayed the settlement of most of West Texas for four decades. VOA’s Greg Flakus reports from Lawton, Oklahoma, that while their warrior days are over, the 15,000 members of the Comanche Nation remain a proud people.
Video

Video Turkey Campus Attacks Raise Islamic Radicalization Fears

Concerns are growing in Turkey of Islamic radicalization at some universities, after clashes between supporters of the jihadist group Islamic State (IS) or ISIS, and those opposed to the extremists. Pro-jihadist literature is on sale openly on the streets of Istanbul. Critics accuse the government of turning a blind eye to radicalism at home, while Kurds accuse the president of supporting IS - a charge strongly denied. Henry Ridgwell reports from London.

All About America

AppleAndroid

World Currencies

EUR
USD
0.7893
JPY
USD
107.68
GBP
USD
0.6238
CAD
USD
1.1214
INR
USD
61.185

Rates may not be current.