The Super Bowl's commercial breaks were once a time of great anticipation. Not even a decade ago, Americans circled the television during breaks in the action, eager for the big reveal of a new pop culture meme or a surprise celebrity appearance.
Volkswagen will air a 60-second commercial at this year's Super Bowl, marking the the car brand's fifth consecutive year as a Super Bowl advertiser. The company announced the news Friday, saying its TV and social media advertising for this year's game will build on its "tradition of sharing simple, human stories."
Super Bowl ad prices have been rising tremendously in the past five years, and in 2014, Fox is reported to be charging $4 million per 30 seconds. Combined with the return of the 17-day-long Winter Olympics, an event absent since 2010, some big brands like Subway are choosing to opt out of the biggest night in TV.
This Sunday, more than 100 million American viewers are expected to tune in to watch the San Francisco 49ers play the Baltimore Ravens as part of Super Bowl XLVII. For some viewers, the ads are even more exciting than the game, and companies have paid a record-setting premium this year to broadcast their spots.
While football fans will be watching for Colin Kaepernick and Ray Lewis to make some big plays during this weekend’s Super Bowl, none will likely be as precisely run as the one luxury carmakers will make to win the hearts and wallets of younger buyers during commercial breaks.
Both Audi and Mercedes-Benz have been teasing Super Bowl ad campaigns on the Internet in the lead-up to the game aimed at a younger demographic than is typically known — or financially well-established enough — to buy their cars.
Besides being the NFL championship, the Super Bowl is a crazy spectacle of ads. Brands and agencies put forth their biggest efforts (and biggest expenses) to make an impression that will last all year. But a study from the Tucson-based research firm Communicus says it might not be worth it for most companies.