Forget the Big Game – It’s the Big Season
What was once a couple of hours full of the best advertising has turned into a week of advertising – but is that the right solution?
I remember once following along with Adweek’s live advertising tracker. It was the day before the Big Game, and the public got a glimpse of just a handful of spots. Some you could watch in their entirety. Others were simply a preview. Over the last few years, especially since the pandemic, it seems every ad can be seen not just days ahead of the Game but weeks. It’s easy to see not only the spots, but who may be starring in them beforehand.
We’re also seeing more and more brands reworking their media buys as costs are increasing year-over-year for those precious :30 spots. No longer are we talking about commercials during the Game, but brands are finding ways to start the conversation days before and weeks later. We’re even seeing big sponsors, like Pepsi, change their relationship with the Big Game.
Consider the announcement from M&M’s earlier this month. I am convinced that this is all part of a Big Game stunt leading up to their spot during the game. It’s included a social announcement, a spot from Maya Rudolph, and online conversations among fans and friends of the brand. (In fact, other brands have started to mimic the announcement – check out A&W Root Beer.)
Why are brands planning to release early?
To maximize that dollar (and by dollar, I mean $7 million just for the media buy itself). Not only does the early release mean more people may see your ad, but it also builds anticipation for anything else the brand may be up to as the game approaches. It could be multiple spots, a social media engagement, or a pre- or post-game experience.
For more eyes on the prize. It’s not guaranteed that your audience is going to be watching the Big Game, or if they are, that they will see your spot. CMOs need to show ROI now more than ever and the more eyes that see a spot — especially with such a big spend on the line — the better. Releasing early not only gives the brand the chance to be seen by more people, but it also allows for different and new executions. Think TikTok or Instagram. A (very expensive) :30 spot can be easily edited into multiple TikToks or Reels.
To start a conversation with your audience. That Sunday night is not just about football. Nearly everyone has an interest in the ads. Viewers are on social media, and this second-screen opportunity provides brands a chance to build a relationship with those consumers. And let’s not forget the social media Influencers who will likely be making an impact for some brands during this game. They’ll get people talking for sure.
For more places to reach your audience. There are other games and big events that attract eyes and attention from a broader audience. Think: NBA All Star Game, MLB Championship Games, March Madness, and award shows. In many ways, brands have more selections than ever before and don’t need to just use the Big Game to reach their audience.
Will the Big Game still be Big in five or ten years? I don’t think it’s going anywhere, anytime soon. I do think Big Game ads and the way that brands engage will evolve. No matter what, I hope the Big Game still brings together advertising professionals – it’s one of the best nights of the year for many of us.
For those wondering, I have not yet watched one big ad spot. I plan to watch live with millions of others that special Sunday. If you’d like to join along in the conversation, follow @TWISTtweets and @cacoughlin on Twitter for insights and reactions throughout the evening.
