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 There must be a
happy, affordable medium between a $1 million CGI production and
a guy in a cheap suit screaming 'first week free'.
Who among us hasn't watched the Super Bowl and imagined seeing
our own commercial running just before half-time. With a
cost of $90,000 per second it's an expensive dream.
Nearly 100 million people watched the 2008 Super Bowl. According to Nielson, 4.1 million people used
their DVR to rewind and watch the Chronicles of Narnia movie
promo twice -a marketing twofer. In a TIVO universe
where most TV commercials are likely to be seen at 32x normal
speed as the viewer fast-forwards to the good stuff, the Narnia
lesson to be learned is - quality sells.
If TV viewers are skipping average commercials, don't be
average. We all can't afford to spend Disney Money on
commercials. But there must be a happy affordable medium
between a $1 million CGI production and a guy in a cheap suit
screaming "first week free."
Some 2008 Super Bowl Ad Facts:
The highest rated commercial minute was the Victoria’s Secret
commercial at 9:44 p.m., which was seen by 103.7 million people.
The commercial that had the highest gain from DVR playback was
the Chronicles of Narnia Prince Caspian movie promotion, which
was viewed by 4.1 million people on DVR playback.
Super Bowl XLII was viewed by a record 97.5 million people in
the U.S. more than any previous Super Bowl.
According to live polling results from the social networking
site, HeyNielsen.com, the Budweiser Horse/Dalmation spot was the
most popular ad.
Pepsi’s ad with Justin Timberlake was the most buzzed about ad
online, accounting for 6.7% of Super Bowl ad discussion,
followed by E*TRADE with 5.2%.
Among Super Bowl advertisers, the fastest growing Web site was
Fox Interactive Media’s MySpace.com/SuperBowlAds, increasing 104
percent from 441,000 to 900,000 unique visitors.
This year’s Super Bowl aired 50 minutes and 50 seconds of
commercial time. Fifty-two unique brands aired commercials that
competed for viewers’ attention for a total of 84
advertisements.
In terms of total audience, 148.3 million people watched at
least 6 minutes of Super Bowl XLII making it the Super Bowl with
the largest reach (unduplicated audience) ever.
Locally, Boston had the #1 Metered Market performance with a
55.6 HH rtg. New York was #32 with a 44.9 HH rtg.
Super Bowl XLII also drew large numbers of ethnic viewers.
Ratings for African-American Persons 2+ were up 4% over 2007.
Hispanic and Asian viewers drew an 18.0 and 21.8 rating among
Persons 2+, respectively.
The big game did exceptionally well in upscale households with
Persons 2+ in homes with an income of $100,000+ indexing 24%
higher than the total US audience. In terms of education, those
households of Persons 2+ with 4+Years of College indexed 14%
higher than the total US audience.
Within DVR households, Super Bowl XLII averaged a 39.8 rating
among Persons 2+ -- 17% higher than the total US audience.
In HD capable/receivable households, Super Bowl XLII averaged a
47.6 rating among Persons 2+ - a 40% increase over the total US
audience.
Within homes with Internet access, Super Bowl XLII averaged a
36.7 rating among Persons 2+ -- 8% higher than the total US
audience.
41% of viewers watched the Super Bowl in HD
People who viewed the game in HD could recall 21% more
commercials than respondents who did not view in HD
People who viewed the Super Bowl in HD were 80% more likely than
non-HD viewers to be watching the game in a group of 6 or more
people
How much is brand exposure in the Super Bowl
really worth? The week before the Super Bowl, 42% of
respondents to Nielsen’s SportsQuest survey named
Anheuser-Busch or a Budweiser brand as the beer brand that first
comes to mind. With its seven Super Bowl spots, 51% of
respondents in Nielson's Super Bowl study named Anheuser-Busch or
Budweiser. Top of mind awareness for Budweiser was over 52%
among HD viewers and just under 50% among non-HD Viewers.
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RTO Online is the official channel for Rent-to-Own Industry News and the
only independent source of news for the rent-to-own, rental-purchase,
lease-purchase trade. RTO Online (Rent to Own Online) represents the choice
of the entire RTO Industry for trusted information, as it happens. |
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