There are only two times a year that people want to see or hear ads. One of those times is during the Christmas holiday shopping period. The other… the Super Bowl. In many ways, the ads have become nearly as exciting as the game. People tune in much earlier than ever before simply to watch the ads.
Why is this the case? Why are we so much more attracted and interested in “Super Bowl Ads” than we are in other ads throughout the year? Because the ads are GOOD, and some are even GREAT! And, when someone misses and creates a BAD ad, as they do from time to time, well, that creates conversation as well.
This year’s Super Bowl attracted the 3rd largest TV audience ever with 113 million viewers. While most people believe the Super Bowl is just for TV, over 23 million people “listened” to the game on the radio.
The price of a 30-second ad this year is reported to be near the $7 million mark, and that doesn’t include the cost to produce the ad, which averages well over $1 million. Another fun and interesting fact, nearly half of the ads aired are 60-second ads. There is a reason for that. It often takes 60 seconds to tell a GOOD story.
The ads that are classified as Good to Great have two things in common: 1) They tell a story, and 2} they are edgy, in a good way. These ads will capture the hearts and minds of consumers. They are not price and item or special offer ads. Super Bowl ads are nearly always branding ads; ads that are designed to touch their prospective customers’ hearts and heads with emotions, all with the goal of making them feel good about purchasing and using their products.
In our Eight Lessons Learned from Super Bowl Ads, lesson number one is “Don’t be afraid to be edgy”. Advertising expert Roy Williams says, “In marketing, you must choose between shouting, boredom, and seduction. Which do you want?” Roy goes on to suggest that when creating ads, “The risk of insult is the price of clarity”.
Relative to opinion, people don’t dislike ads. In fact, they like and enjoy good ads. They dislike boring and bad ads.
Click here to read all Eight Lessons that can help increase your return on your advertising in 2023 and beyond.
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