The match, from Raymond James Stadium in Tampa, Florida, filled 30 percent capacityPatrick Mahmiz of Kansas City Chiefs, and Defend heroes, Against Tom Brady, Who is playing in his 10th Super Bowl, this time as a new star in the Tampa Bay Buccaneers. Although Tampa and Kansas City are medium-sized television markets and the NFL ratings have fallen this season, some television executives expect the high-profile quarterback match to attract 100 million viewers or more. Last year’s match watched 99.9 million.
Fox, which aired the 2020 contest, sold all of its ad space to Super Bowl before the 2019 Thanksgiving holiday and generated $ 448.7 million in advertising revenue in game time – a record, according to research firm Kantar. Sales were slower this year, and CBS didn’t fill nearly 70 locations until last week.
The interest generated by the Super Bowl advertisement extends beyond the game. Jonah Berger, a professor of marketing at the Wharton School of the University of Pennsylvania, said the number of people who might see ads on social media sites could be twice as many as they were during broadcast. Brands also hope their ads are distinctive or exciting enough to generate a conversation after the final whistle.
“But the ripple effect that many brands rely on is not going to be this big this year,” Berger said. “Fewer people will talk in the office on Monday morning, because they won’t be in the office.”
These days, for many companies, commercials are just one part of Super Bowl marketing. Verizon’s plan includes sponsoring gaming sessions on Twitch, a Verizon-branded virtual stadium for the Fortnite online video game, and a post-game live concert featuring Alicia Keys and Miley Cyrus. Diego Scotti, Verizon’s chief marketing officer, said the company’s traditional TV ad “was the easiest thing to do”.
Matt Manning, CEO of MKTG, said Super Bowl was the “most likely meeting event” of the advertising industry in a regular year, adding that his colleagues often had trouble booking a room in a hotel 20 miles from a stadium. He said he will not go this year because of the epidemic.
It will be the first time in 15 years that Optimum Sports Managing Director Jeremy Curry has not attended the match. He said his company, the sports marketing division of Omnicom Media Group ads, handles up to 20 percent of Super Bowl advertisers. Even at some distance from the field, he expects to get nervous on Sunday.
“It’s unlike anything else,” said Mr. Carey. “When you look at the top performing shows out there, nothing comes close. There are nervous tensions running along with them – but if you didn’t have that as a Super Bowl marketer, I’d question your humanity.”
John Coblin Contribute to reporting.