February 3rd, 2012

Before the Toss, Super Bowl Ads

By Stuart Elliott
The New York Times

The Super Bowl has long been the biggest day of the year for advertising, as more than 100 million Americans watch television’s most expensive and daring commercials. Unlike years past, one thing will be mostly missing this year: surprise.

That is because many of the premier ads for Super Bowl XLVI on NBC on Sunday have already turned up on Facebook, YouTube and the sponsors’ own Web sites, some for weeks.

The increase in prereleased commercials — Super Bowl ad creep — is another indication of how marketing has changed in the social network era. Once, companies tried to build anticipation by holding back the ads, which this year cost sponsors an average of $3.5 million for each 30 seconds. Now, they try to generate excitement by making it easier for consumers to see, share and discuss the ads — essentially moving the water-cooler conversation that takes place after the game to before the game.

Read more: http://nyti.ms/yTufTK


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