It’s pretty amazing how little 30-second spots could amass such massive buzz and heavy news coverage weeks before the actual event. Yes, we’re talking about none other than the coveted Super Bowl commercials. As an LA publicist, it’s my duty to pay attention, as a viewer, it’s my pleasure.
I’ll admit I’m not the biggest football fan, so the commercial watching is my main motivation for tuning in each year. But I’m not alone. According to a study by Lightspeed Research, 44 percent of viewers watch the Super Bowl for “the ads, halftime show or just for fun.” The commercials themselves have become a huge part of pop culture.
This year, businesses will have to fork over upwards of $3 million if they want one of the prime spots during one of TV’s biggest events of the year. Although I’m familiar with working with a plethora of media at a PR agency, it’s clear that this number is extraordinarily high. These days, however, not only do they pay for the 30-seconds of air-time, businesses and brands get to bask in all the media glory weeks before. Just look at the headlines. Businesses will tease their commercials so people can anticipate which ad will be king of the Super Bowl. We can expect a Skechers Shape-Up commercial featuring Kim Kardashian, GoDaddy.com’s new brigade of beautiful spokeswomen, a gay-friendly spot from Doritos, and a Best Buy ad with two music superstars… Ozzy Osbourne and Justin Bieber? Also our favorite, the E*Trade babies, will be back for some Super Bowl Sunday laughs.
An interesting article in MSNBC also talked about how getting rejected from the committee that chooses the commercials to air is a way to get an equal amount of publicity. With the internet, rejected commercials often go viral, building priceless awareness for smaller, lesser known businesses. A good consellation prize for those of us without a cool 3 million bucks lying around.
More than 100 million people are expected to watch, will you be tuning in?