So, what are the demographics of the Super Bowl and does it truly make a difference whether the advertiser incorporates social media into their ad?
Demographics comparing SuperBowl 2010-2011 from pifeedback.com:
According to Lightspeed Research:
- Out of 18-34 year-olds planning to watch the Super Bowl that own smartphones two-thirds intended to use them while watching the game.
- Of those, 59% were planning on sending emails or text messages about the game, while 18% planned on checking out the ads on their phones.
Referring to a USA Today article from 2010, here are a few significant statistics for the Focus on the Family advertisement:
Website: Following the ad, the website traffic increased 40 times the normal volume. It received 50,000 unique visitors and 500,000 hits.
Social media. The controversial ad began generating social media conversations before the actual Super Bowl date. From December 1, 2009 through the Monday (3AM) following the game, the company achieved more "Super Bowl advertising-related social-media conversations than any other advertiser or brand." The "Support Tebow's Super Bowl Ad" Facebook page, created by the Americans United for Life advocacy group allured 230,000 fans.
These (mostly large) corporations are run by professionals...what were they thinking? This is an example of missed opportunity. There's always next year.
What do you think?
What do you think?
I think a lot of companies especially ones that participate in the high priced aspect of advertising are make well educated money spent. The reasoning behind this is out of 50 some odd commercials during the superbowl you may remember around 3-5 of them. Thusly you will go to other mediums i.e. youtube, social networking websites to be able to see the commercials again and see what your friends post about them.
ReplyDeleteI agree with what Jarred said, and I too have been someone viewing youtube for their top Superbowl commercials, from my smartphone. At first I thought maybe they didn't incorporate as much social media in the ads because of the people who were watching the Superbowl to begin with. Upon looking at the graph and the Sports Media Watch page, though, I noticed that the younger generation really had a steep incline compared to the other age groups compared to last year. This means they really did miss the opportunity this year.
ReplyDeleteFrom the info gathered by pifeedback.com, its apparent there was a missed opportunity from companies in utilizing social media in their Super Bowl ads. Companies and organizations had a great opportunity to reach consumers because of the types of individuals watching the Super Bowl (Gen X and Y) and the kind of lifestyles they are accustomed to. The traditional commercials are good and are enjoyed by viewers, but they could be better improved by using social media mediums.
ReplyDeleteIt's definitely a missed opportunity by professional of the companies. Basically consumers that watch the Super Bowl are watching it these days for the game along with the ads played throughout the game. Ads have become a major importance for the Super Bowl because they know people will be watching the game and it is a valid opportunity to relay there messages to consumers. The social media should have been incorporated more but the aspects of the opportunities heavily rely on the professionals not getting the word out to more social media groups.
ReplyDeleteI think it is interesting that the companies who showed their commercials did not think it was cost effective to utilize social media in their ads. I remember last year there were several ads that ended short and told you to go to their website to see the rest. I may be wrong but I didnt really see that this year.
ReplyDeleteI'm not that surprised to see social media not be a main form of advertisement. The Super Bowl is still the "Big Game" and many fans are going to be focused on it. Obviously the majority of advertising went to older males 25-40. I feel like most males in this age group are going to be too busy with their "Big Game" rituals to be highly involved with social media. In my opinion, social media efforts should be mainly utilized before and after the game to create and continue the buzz. At the same time, billions upon billions of people traffic social media sites daily.
ReplyDeleteI think that marketers missed a huge opportunity to reach out to a larger audience during the Super Bowl Advertisements. If you look around, how many people don't have smart phones or aren't on facebook? These social medias are used by many different people. Although it may be controversial, the "Go Daddy" commercials get the consumer to do more than just sit on the couch and listen. They actually get the users to do something beside just watching the game and the ads between the game. I feel as if marketers missed a big audience and could have reached more consumers by using more social media in their ads and getting the consumers more interactive with their product.
ReplyDeleteI believe a lot of these companies aren't too fond of making it to where you have to go to a social site to finish viewing the commercial because they are already paying millions of dollars per second just to get their message out there. I do remember in the past commercials where the message would be told and in the end it would leave you hanging and tell you to view the rest of this commercial access such and such. Hunter makes a valid point when it comes to "Go Daddy" commercials. The company uses the sex appeal to many male consumers and make them get onto their smartphone or computer to interact with the message they were trying to get across. Social media is a crucial tool in marketing that many marketers seemed to have drop the ball on in this years Superbowl commercials because consumers are much more likely to invest money into a product after having interaction in it.
ReplyDeleteSince most of the people watching the game are in the demographic that mostly uses social media, it would have made sense for advertisers to incorporate that into their ads. I got on Facebook earlier the day of the game and nearly everyone's status was something about watching the Superbowl that night for the commercials. Since people were obviously on Facebook for at least a couple minutes, companies should have been doing ads on their as well. For instance putting an ad on Facebook that says "Catch our ad during the Superbowl tonight and you could win $1000!!!" that would get even more people to watch the Superbowl, and the company's ad.
ReplyDeleteI agree that marketers missed a huge opportunity with integrating social media into their commercials this year. They could have had their fan pages explode by offering a drawing if fans liked their page or if they were the x number of person to comment on the page after the commerical was aired. Also they could have provided a link to thier facebook, twitter, or youtube account for all the people who were watching the commericals over and over again the next day.
ReplyDeleteI think they missed out this year and next year will be different. The VW commercial has over 29 million views on youtube and I think next year the companies will be more involved in social media before the Super Bowl airs.
ReplyDeleteI do believe that companies made a mistake to not include social media in their advertisements. Social media sites are hugely popular and incorporating interactive opportunities for consumers is a great way to get them involved and interested in a product or company. Providing viewers with incentives and other activities that increase their interest helps to prolong the time a consumer spends deciding whether they want to become a brand user. With the use of ongoing campaigns and internet challenges, companies are able to keep consumers returning to their sites. Companies who chose not to use these social media tools really missed out on gaining new consumers.
ReplyDeleteI definitely think the companies participating in the Super Bowl had a lost opportunity when not including social media. Social media is such a mainstream thing now-a-days that it's seem crazy for these large corporations to not include it in America's most viewed sports game. Like Cameron had said, everyone's statuses on Super Bowl Sunday was something related to the game, whether it was which team they were wanting to win or they're just watching it for the commercials. This huge event brings in so many different people. By incorporating Facebook or Twitter into these ads, companies could've definitely reached out to these people even more than they did...for free! Maybe next year!
ReplyDeleteI believe there is always two sides of an argument. Companies could have utilized more social media into their advertisements since there is such a huge demographic watching the Super Bowl. Some people also find the commercials to be somewhat of a "tradition" while watching the Super Bowl. These commercials are almost engraved in our heads because they are so catchy, funny, and even dramatic at times. Social media couldn't have hurt; it would have been a risk well taken. But, on the other hand, most people who watch the Super Bowl watch it for the game. These people might not be that interested in social media and will be focused more on the game. In the end, I think companies could have used more social media.
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ReplyDeleteI think they did miss an oppritunity. It seems more people not only watch the superbowl for the game but also the funny commercials. My family for sure get excited for the commercials just to see how funny they'd be. There seems to be more of an interest in the commercials of the ads. The companies spend large sums of money to have there ads run during the superbowl, so why not promote some of your free advertising. In other words, why not promote your companies fan page that's free to have on facebook. You in a sense can double advertise yourself. Get more for the money you spent. Alot of people use some form of social networks. Going back to facebook and the fan pages, you can like something your friends see it and like it too and so on. All of this promotes your business and its free. So yeah the companies that didn't promote their socail media missed an oppritunity to help advertise themselves and/or a specific product.
ReplyDeleteIt is safe to say that many companies did miss the opportunity to generate a lot of buzz about their company and products. The demographics show a large amount of younger viewers, the people who make social media stay alive. These young viewers treat their smartphones and other social media sites as lifelines. I don't think it makes any sense to not incorporate that into the super bowl ads. Using social media would not only reach out to the younger viewers but to older generations as well. These days social media is not only limited to younger adults, even my parents use facebook and watch youtube videos. By using social media companies could have reached out to an unbelievable amount of people.
ReplyDeleteI think that a lot of companies missed out by not pushing more of their social networking sites. with so many people using smart phones to view the ads they should have offered more links to their Facebook and Twitter accounts. As large as these social networking sites are I was very surprised by the low amount of companies advertising to go to them.
ReplyDeleteIn reading the posts of others I agree with everyone that these companies missed a great opportunity. By including social media in their ads they could have maximised their advertising dollars. The 3 million per ad could have reached more than the 200+million people who watched the game by including social media for those who don't watch. One goal of advertising campaigns is to maximise the exposure and companies missed this large opportunity.
ReplyDeleteI agree with what some others previously stated, that companies failure to include social media in their Super Bowl advertisements was a big mistake. The Super Bowl's viewing numbers seem to grow yearly, which almost gurantees that their message will reach the large portion of their target market, as well as some others. Social media has the ability to reach an even higher amount of people, therefore utilizing every dollar spent on advertising. As John said, it is beneficial to reach as many people as possible, and the inclusion of social media in a companies Super Bowl Ad would definitely be an affective way of doing so.
ReplyDeleteWhen some people think of the super bowl some think of football while others think advertisements. Advertisements shown during the big game are talked about long after the actual game is over. The fact that social media in advertisements are not used to reach out to consumers in a new innovative way is hands down a missed opportunity. As seen in the graph above the Super bowls game viewing is expanding therefore more consumers are watching. Social media should be involved everywhere. As a consumer I like to feel involved when using a product. I want to know about it and read reviews by other consumers and social media does exactly that.
ReplyDeleteI do not know why superbowl advertisers did not jump at the opportunity to incorporate social media. More and more advertisements are incorporating twitter and facebook into the mix. However, the superbowl was a major opportunity for the companies. Twitter is a huge opportunity to share information. Simply tweeting that commercial or something about that commercial would be huge for any company because it is FREE advertisement. I personally was tweeting throughout the majority of the superbowl. If there would have been a commercial incorporating social media, I would have more than likely jumped on that band wagon.
ReplyDeleteI think Jaron hit the nail on the head with his comment. The target market has been hit with the ads that the companies wanted them to see but the only thing that will resonate with the real fans is something that relates to the game.
ReplyDeleteThis is undoubtedly a major missed opportunity by the corporations. Capitalizing on the popularity of the Superbowl and the sheer volume of viewers is essential to any company that is willing to pay the cash for advertising time during the Superbowl. With the number of people in society today that now have smart-phones, it is a given that during such a popular event and with so much hype about the commercials that were going to be shown, that consumers would look up the ads and the products advertised if there had been more of a focus on the social media. Although this is not a make or break for any of the companies involved, it could have allowed them the opportunity to vastly improve their brand awareness and get people more involved with their product. Appealing to social media is something that advertisers must do in order to get the attention of consumers in todays technologically advanced and fast paced world. This was a great opportunity for advertisers to do so, and rather surprising that they did not. However, I highly doubt that advertisers will make this same mistake come next years Superbowl.
ReplyDeleteThese (mostly large) corporations are run by professionals...what were they thinking? This is an example of missed opportunity. There's always next year.
What do you think?
When it comes to the super bowl and this year’s super bowl ads I would have to say some companies “dropped the ball” when it came to social media. In my opinion companies should have focused on social media quite a bit more. I mean with just looking at how many people have smart phones and how 2/3 of them planned on using them during the game, you can see this was a huge opportunity that, in my opinion, could have been better utilized. But what is business if you don’t make mistakes and learn from them!
ReplyDeleteDefinitely focus more on social media! thats the only way to get consumers attention no days anyway!! with all the iphnes and internet phones, thats the only way to go!
ReplyDeleteThis is true where only a few of the commercials will really get the prime focus from the super bowl. Youtube is definitely where they got the real attention. With the amount they put into the ads much more attention should have been payed to the social media side to get more for their money. I am sure that in future super bowls much more thought will go into social media.
ReplyDeleteI personally do not understand why major corporations that pay millions to play an ad during the Super Bowl do not invest more money and couple millions to focus on the audience outside the TV viewers.
ReplyDeleteI believe it has become too tough for them to just simply give away couple millions and expect the same result in the age of social media, smart phones, and internet.
ON the other hand, people wish to view replays of this ads because they are innovative. They will use internet for that. Thus corporations should focus more on the effect that these commercials cause before and after the Super Bowl. This means that ads should direct the audience to certain social media or pages where they will be able to view them quickly and easily again. In this way their product will get maximized audience and maximized exposure.
Social Media is very important in today's generation and yes some companies have missed out the opportunity and also simply didn't use it well. Having different hubs are good because only remember so many ads and sometimes want to refer to it via social media.
ReplyDeleteI think that maybe people anticipate cetain companies to produce huge ads for Super Bowl anyway, so attaching some type of social media wasn't needed. On the other hand companies like GODADDY.COM, didn't need to because as soon as most guys saw these commercials they were in the internet within seconds. So putting the commercials out via social media is not always a missed opportunity.
ReplyDeleteSocial media is important today, but some companies cannot bring themselves to Facebook and twitter quite yet. For example, I still have never been on twitter and have no intentions of ever checking it out. I get enough commercials on TV.
ReplyDeleteHonestly why you wouldnt incorporate social media in all advertising a mystery to me. So much of our life is now kept in track by our smartphones and computers that using it is a must for these companies. I myself just recently "liked" a page on facebook to gain exclusive content for a product i was interested. Had this not been around I might never have bought why i was interested in.
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