From record spends to new kinds of experiences, expectations for what surrounds SuperBowlLVI 🏈 are high. Gartner_MKTG shares how marketing leaders can ensure Super Bowl ads truly resonate with consumers: GartnerMKTG Advertising
From record spends to new kinds of experiences, expectations for what surrounds the big game are high.
The Super Bowl is more than just a big day for football fans around the world; it has become a globally followed pop culture event that hundreds of millions of people pay attention to — in no small part thanks to the advertisements. In 2021, many of these ads attempted to tap into the impact the COVID-19 pandemic has had on our culture, lifestyles and general well-being.
, to discuss what marketers can expect from this year’s ads, the impact the pandemic continues to have on both spend and the overall tone of ads, and what types of creative will resonate best with today’s consumer.How is ad spend looking compared to last year? Are we seeing any increases or decreases in overall spend for certain verticals?
Demand for Super Bowl ads remains strong. NBC reported they were sold out in November at more than $6 million per 30 second spot, which is $1 million more per ad than last year. Brands that have traditionally been involved in Super Bowl marketing who sat out last year’s game will be back and willing to pay to make a splash: Bud Light, Coke and Little Caesars are just a few of them. However, we’re also looking at a crop of newcomers in hot areas of consumer interest. These include Crypto.
I expect that when most creative agencies started laying out their storyboards last year, they anticipated we’d be in a more optimistic phase of recovery by now. With this in mind, I think we’ll see a recurring theme of getting out, escaping monotony and pushing beyond the boundaries of pandemic-related home isolation and travel restrictions consumers have become accustomed to these past few years.
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