What does it take to stand out from the hype and the hoopla of the Super Bowl? By Tom Carroll, vice chairman, TBWA\Worldwide. (download PDF)
Don't..
* Force it
* Shill product
* Have tunnel vision
* Assume people CARE
* Abandon identity
7 years ago
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Fewer Young Adults Watching Super Bowl For Commercials
According to the "2006 Super Bowl Consumer Intentions and Actions Survey," conducted by BIGresearch for the Retail Advertising and Marketing Association, a division of the National Retail Federation, consumers expect to spend about the same on Super Bowl-related purchases as last year ($49.39 vs. $49.27). Overall spending for the Super Bowl in 2006 is expected to reach $5.3-billion, compared to $5.6-billion in 2005.
While 33.6 percent of survey respondents say the game itself is still the biggest draw, commercials still play a major role in why fans tune in. This year, 33.4 million consumers (15.3% of survey respondents) said that commercials were the most important part of the Super Bowl. Others said they watch the big game to socialize (12.5% of survey respondents) and watch the halftime show (4.6% of survey respondents).
The biggest challenge to advertisers is the shifting demographics in consumers watching for commercials. Young adults, who last year found the commercials more important than the actual game, have shifted their focus to the action on the field rather than the entertainment of the commercials. The coveted 18–24 age group are less likely to watch the game for commercials this year (18.5%) compared to 2005 (24.5%).
“With young adults redirecting their focus toward the game this year, advertisers are going to be pulling out all of the stops to attract their attention,” said Mike Gatti, executive vice president of RAMA. “Knowing the impact of Super Bowl commercials on branding, we can expect to see nothing less than the best-of-the-best.”
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