Sports fans are looking forward to Sunday to see the work the two best teams in the NFL - Green Bay Packers and Steelers Pittsburgh - argue the Vince Lombardi Trophy, awarded to the winner of the Super Bowl. For others, the match result is secondary because they will be glued to their screens mostly to see original advertisements that advertisers will air for the first time.
"Two out of five people say they watch the match because of advertising, "says Luc Dupont, Associate Professor of Communication at the University of Ottawa. One in three people will talk about advertising to work the next day and 30% of viewers say try at least one product advertised during the game in the coming weeks. "
So it's not without reason that tens of advertisers choose this event to launch and the unveiling of advertising campaigns, especially as the zapping is almost nonexistent, which is a feat in the era of the proliferation of channels.
last two Super Bowl, the biggest U.S. companies spent $ 213 million (2009) and $ 205 million (2010), to an average of $ 3 million per 30 seconds for the right to present and advertise their products and services to this audience.
In ten years, the U.S. networks (ABC, CBS, Fox and NBC) have grossed more than $ 1.6 billion, according to a survey conducted by the media analysis firm Kantar Media. From 2001 to 2010, the Super Bowl was punctuated by more than 850 commercials that have occupied 425 minutes of airtime (over seven hours!).
The five largest advertisers in the past decade have invested nearly $ 600 million in ads during the final game of the season, which constitutes 36% of total revenues.
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