Super Bowl is the National Football League (NFL) championship event in the United States. It is famous not just for the championship game but also for the top-notch ads that are broadcasted on the TV. The broadcast repeatedly have very high rankings in the Nielsen ratings. The final game is viewed by more than 90 million audience. That’s the main reason why the cost of an ad spot can cost millions of dollars. Like for example a 30 seconds of an ad spot cost $2.6 M during the last 2010 telecast.
Since the advertising spot is very costly, ad agencies see to it that they give remarkable and cutting edge advertisements. The ads are always anticipated by viewers and generate a lot of buzz. It is said that these ads are as famous as the actual championship match itself.
However, nowadays there has been plenty of worries about the viewing of ads because of the use of products like TiVo. TiVo allows audience to skip out on the ads. In addition, advertisers are worried that the Super Bowl ad spot has become really costly despite studies point out that it does not result to a favorable impact on the advertiser’s market share.
Like what I’ve mentioned above, the average price of a 30 second ad spot in Super Bowl 2010 cost $2.6 M. This does not cover the pays for the endorsers, advertising agencies, directors, equipment and personnel making it very expensive for the advertisers.
In Canada, there are some complaints on the unavailability of the U.S. Super Bowl ads. Instead of showing the Super Bowl ads, local television network blacked them out in favor of local ads. This is okay since under the Canadian simultaneous substitution regulations that if a local television network is broadcasting a specific program at the same time as an American network, the local network has the right to change the foreign network feed and ads.
To solve this problem, some U.S.-based advertisers like Pepsi and Anheuser-Busch acquire ad spaces during the CTV (the television station the holds the Canadian airing rights of Super Bowl) broadcast to showcase at least some of their American ads. However, there are some companies that create new ads unique for their Canadian audience.
- parkerdan posted this