Joseph Worswick, Joint Managing Director at Media iQ talks to WARC about how brands can leverage Super Bowl
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The Super Bowl is one of the most expensive places to advertise, giving brands access to an experience shared across America. But there are other ways to speak to consumers around the big event, argues Joe Worswick.
Last year’s NFL Super Bowl reached dizzy new heights in terms of digital media consumption. According to Fox, the game was the most live-streamed Super Bowl ever, bringing in an average of 1.7 million viewers per minute, a 23% increase from last year. With CBS claiming last year’s showdown was the third-most-watched broadcast in U.S. TV history with 111.9 million viewers I am sure this year’s encounter between the Pats, and the Eagles will be no different.
The opportunity for marketers to leverage the NFL Super Bowl platform to showcase their brand both on and offline is massive and the onslaught to gain a bigger slice of the brand awareness pie begins. Expect the likes of Ford, Budweiser and Oreo to maintain their tradition and eat up a significant part of this pie but competition is fierce. Brands need to continually look at new and creative ways to get the most out of their marketing efforts and create maximum cut through.
Brands don’t need to spend copious amounts of advertising budget on TV ad breaks when they can use digital advertising in smart and effective ways. Time to get the data to do the talking and pinpoint both the audience and optimal time to engage with viewers before, during and after the game itself. The channel is becoming more important than ever to engage with fans who watch the game and that show an interest in advertising. I believe there are two measurable strategies for marketers to make the most of the 2018 Super Bowl and any sporting event.