The Marion Group’s Super Bowl Buzz

Because it is Super Bowl time again, I thought that I’d use the next two weeks to talk about the best part of the Super Bowl. Of course I’m referring to the commercials, though some may argue Tom Brady is the best part of this year’s Super Bowl.

Anheuser Busch usually takes the cake when it comes to claiming the best Super Bowl ad. We all remember the Budweiser Frogs and the “WUZ UUUUUUPPPPPPPP!!!!!” commercials, but is advertising during the Super Bowl worth it? It has been for Anheuser Busch, who has been successful at creating a buzz and a cult following behind the Bud Light product characters.

Fox is hosting the Super Bowl this year, and advertisers have paid between $2.7- $3 million for a 30 second appearance during the game. This year, Anheuser Busch will have 6-7 Bud Light spots during the Super Bowl, the most ads ever placed behind a single product during the big game. Other advertisers include Audi of America, Cars.com, Coca- Cola, Fed Ex, Frito Lay, Pepsi-Cola, and many, many more. Rumor has it that even Victoria’s Secret is trying their hand at Super Bowl advertising this year.

Besides cost, one of the most important things to consider when purchasing a spot is the placement—when will that spot run? Usually, spots during the first half of the game are more expensive and harder to come by than spots at the end of the game. That’s because past trends have shown that more viewers tune in to the first half of the game. It is a common story that one team at the Super Bowl shuts out the other team and the game isn’t much “fun” to watch. Experts are saying that the story may be different this year because of the two teams competing for the National Title. If you haven’t been following sports, the news, or TV in general for the past couple of weeks, let me fill you in on what you can expect from Super Bowl XLII.

The Match-Up: New England Patriots v. New York Giants

The undefeated team, The New England Patriots, led by all-star quarterback Tom Brady, has already set a record of having a perfect regular and post- season. If the Patriots win the Super Bowl, they will be making history as having the only complete undefeated season, beginning to end. This is a huge record that sports fans (and even those who aren’t fans of the Patriots) are on some level waiting to see. Can perfection in the NFL really happen?

The underdogs, the New York Giants, are somewhat of a Cinderella story. The leader of the Giants, Eli Manning, is perhaps best known as brother of Peyton Manning (quarterback of the Indianapolis Colts). Eli had a rough season, at one point losing the support of his home town. However, the magic for Eli started in the post- season when Eli was able to lead his team to 3 consecutive wins, landing the Giants a spot in the Super Bowl in 2008. Eli has a following of supporters now too, cheering him on, and excited for his time to shine and to step out from behind his talented brother’s shadow.
The Effects of the Match- Up on Advertisers

The excitement that both teams bring to Super Bowl XLII is what many experts in the Advertising world think is going to keep viewers glued to their screens until the very end of the game, meaning that not only is the 4th quarter of the game being watched, but so are the commercials during the 4th quarter. The 4th quarter may even draw more viewers as the Patriots make history or the Giants make a name for themselves under the leadership of Eli Manning.

So this Sunday, February 3rd, 2008, may very well be a day that goes down in Patriot and NFL history. It will also be a day that high dollar commercial advertising proves its worth. Resist TiVo and DVR! Watch the commercials. See which ones leave a lasting effect on you, which ones make you laugh, which ones you’ll remember the next day. That is after all, the goal of all these commercials: to get you to remember the commercial, then ultimately buy the product.