Katie Stocking is the founder and President at Happy Medium LLC.
Like every year, there was a lot of hype leading up to the Super Bowl, specifically around which brand would have the best ad. This year advertisers paid the starting rate of $4 million dollars. You read that right—$4 million for 30 seconds for 100 million eyeballs to see a commercial! And it goes up from there. A 60-second spot went for $8 million, which doesn’t even include production costs!
Studies have shown that 50 percent of the audience tunes in to the game solely for the ads. Talk about a captive audience! This year we saw an interesting shift in the ads as many brands focused on cause related marketing. One of my favorites this year was Always’ #LikeAGirl ad working to break the stereotypes of women. According to Adobe, the #LikeAGirl ad had the highest volume of mentions on social media, as well as the largest positive sentiment, with 84% of mentions focused on feelings like admiration and joy.
Because so many people watch the game for the commercials, it can be one of the best places for brands to invest marketing dollars because they know people are actually going to watch the ad, and if done well, they are going to talk about it. On the other hand, they may also talk about it even if not done so well, like the Nationwide commercial.
Social media was abuzz after the soberness of the Nationwide commercial. From a marketing standpoint, it carried a strong message and was well executed—it just didn’t seem like the right placement for the audience during the Big Game when people were looking for something happy and peppy to fit the celebration. Regardless of your thoughts on the ad, Nationwide received a tremendous amount of social media buzz from their ad that has generated awareness, which definitely counts for something!
Coca-Cola also pulled at the heartstrings by starring Robby Novak, known as the Internet’s beloved Kid President, who has Brittle Bone Disease. Their message was to make the Internet a ‘nicer’ place by targeting millennials who like to spend money on brands that are socially responsible. Unlike any other generation, affiliation with a cause is most important to millennials and their habits and buying patterns support this.
All of these brands did a great job sharing their message while integrating what they are passionate about supporting as a brand. In today’s digital world, consumers eagerly share about the causes that matter to them and want to support and purchase from brands that are socially responsible. It’s no longer an expectation—it’s a requirement.
Does a brand’s social responsibility play in to your purchase decisions? What was your favorite Super Bowl ad this year?