How to determine the best advertisers in the Super Bowl.

Did you see Super Bowl LII? What a show! The game is always hyped as the greatest television event of the year. It certainly lived up to that billing again this year.

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My fellow Wisconsin Badger Corey Clement scored big. He even started a Conga line in the end zone.

The Game

The game itself was amazing. There were so many Super Bowl records set that I think the game set a Super Bowl record for setting Super Bowl records. There were over 1000 yards of total offense. There were two pass attempts to quarterbacks playing wide receiver. And there was an exciting Hail Mary pass into the end zone as the clock expired. The only thing that would have made the game better for me would have been a Patriots victory. But as a huge Pats fan, I have two Super Bowl miracle wins in the last few years to console me.

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JT told the crowd in Minneapolis, ‘I once went fishing on Lake Minnetonka and caught a walleye this big!’

Halftime Entertainment

After getting off to a slow start Justin Timberlake’s halftime show made a nice comeback and finished strong. The momentum turned during JT’s tribute to Prince. His performance of Mirror was spectacular. Although I worried that one of the hundreds of kids running around the stage holding mirrors would drop one and bring seven more years of bad luck to the hometown Vikings.

 

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My cravings for M&Ms decreased dramatically when I saw this commercial.

The Commercials

Then there were the ads. As an advertising professional I love Super Bowl spots. At a price of over $5 million for 30 seconds, commercials during the Super Bowl are too expensive to get wrong. So most of the spots that run during the big game do what good commercials should do. They entertain us. They make us laugh. They surprise us. They wow us. They make us think differently about the products, services or brands they promote.

The Super Bowl ads are so good that people actually want to see them. They are part of the appeal and entertainment of the entire event. Sometimes they are they best part of the program. Especially when Up With People are the halftime entertainment. Or when the Dallas Cowboys are playing the Buffalo Bills.

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This Peter Dinklage spot for Doritos Blaze made me want to breathe fire as if I were the Father of Dragons.

The Best Advertisers 

So who won the battle of the advertisers? This is a question that gets asked every year. It will be a topic of conversation around the proverbial water cooler all week. Marketing types will weigh in with their professional opinions. And there will be polls that try to determine a winner. However, we will never know the real answer.

Here’s Why.

You don’t succeed in advertising by winning a popularity poll. You win by setting a marketing objective, and then nailing it. Advertising can help increase awareness, brand affinity and purchase intent. All of these dimensions are measurable. But not by a poll that asks viewers to pick their favorite commercial.

Your opinion of the marketing only matters if you are part of the audience the advertiser is trying to reach. I thought the beer commercials were funny. But I don’t drink alcohol. I also liked the Tide commercials, a lot. But I don’t make any of the decisions about which laundry potions my family uses.

 

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I liked this guy. But I still don’t like the taste of alcohol. 

Key Takeaway

Super Bowl commercials are not simply meant to entertain you. They are strategically developed marketing weapons. The only way to evaluate their success or failure is to measure the impact they have on their target audience. Anything else is just playing Monday morning quarterback.

 

 

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Published by

Adam Albrecht

Adam Albrecht is the Founder and CEO of the advertising and idea agency, The Weaponry. He believes the most powerful weapon on Earth is the human mind. He also authors two blogs: The Perfect Agency Project and Dad Says Daughter Says, a Daddy-Daughter blog he co-writes with his 12 year old daughter Ava. Adam can be reached at adam@theweaponry.com.

2 thoughts on “How to determine the best advertisers in the Super Bowl.”

  1. Great article Adam. I agree with everything you said here. However, i’m not sure if I was the intended target but I really enjoyed the :30 of black dead air time. It grabbed my attention and stopped me dead in my tracks. At first I worried that I had forgot to pay my cable bill. Was my television having a meltdown? Or perhaps the internet had finally killed broadcast. Thankfully, it was non of the above. That’s when it occurred to me how effective it is to sit in complete silences every once in a while and have the opportunity to reflect on the meaning of life. Worth every dollar of that 5 million. Thank you NBC, I will never forget you.

    Liked by 1 person

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