It’s more than just making sure you have a party to attend. Brands today are doing more and more on the second screen than what you may see on your main TV while watching the game. To have the true Big Game advertising experience, you need to be prepared with not just your main screen for the game….you need to make sure you are watching the online experiences. And let’s be honest, if you are a Browns fan like I am, you may be more interested in the ads than the game itself (though as a Tom Brady fan, I’m all in with the Patriots).
You may ask yourself – why do brands spend so much money, and time, on an ad that lasts somewhere between :15-90 seconds during The Big Game? Let’s say a brand is ready to spend $5 million for thirty seconds during The Big Game. All advertisers and their agencies approach this from the perspective of not just the ad, but the momentum and cache created by the event, which if done correctly, propel and add to the overall spend.
From a long-term benefit, the minute a brand starts leaking their spot (whether that be on a social platform or YouTube, etc.) they continue to get value from the spot being seen by a large audience. Add in the fact that people talk about The Big Game ads on social for days after, as well as in-person, and you are continuing to increase your impressions and potential engagement with your audience.
The Big Game is an opportunity to establish, reset or remind a large audience – and by large audience, we’re talking over 114 million people – about the brand, values, features or benefits. It could even be the first time an audience has heard of your brand. And unlike other ad placements, you can reach a wide audience – women, men, all ages, enjoy watching The Big Game for both the game and the advertising. Speaking of women, for most of us, it’s about more than just the game.
Eighty percent of women say they plan on watching the game and nearly 100% of those 80% say they watch The Big Game with this order of priority of importance and interest:
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