Why Super Bowl Advertisers Get it Wrong, and How to Get it Right

By John Pascarella

Remember that funny Super Bowl commercial from last year? No? Neither do I. Remember how much that commercial cost? A lot.

There is no denying that watching the commercials during the big game is one of America’s favorite pastimes, but is a 30-second commercial few will remember worth millions of dollars?

In 2015, Super Bowl 49 earned a total of over 114 million viewers. Among the coveted 18-49 demographic, it reached 49.7 million. These numbers are impressive, but do you want to know a better way to reach this group for a fraction of the cost?

For the $5 million that a company will spend on a 30-second commercial during this year’s Super Bowl, it could go digital instead and purchase 90 Snapchat Discover takeovers, airing any number of them during the game. With over 150 million daily active users of the application, the marketing tool of social media is unmatched, especially when these platforms are where consumers go to talk about ads anyway.

With a $5 million budget, a company could also sponsor 22 custom BuzzFeed videos. With over 196 million global unique monthly visits to the site and content spreading across social media platforms, this option is a great way to increase your visibility during the game. 

Many companies have already released their Super Bowl commercials on YouTube. This is a step in the right direction, but they may be wasting their money by choosing to air on television during the game, rather than remaining strictly digital with their marketing. Leveraging additional social media like Facebook and Twitter to market products ensures that potential customers are exposed to these products through their laptops and smartphones.

Going digital with your marketing budget is not only cost effective, but it puts the buying power of the consumer right at their fingertips. If your advertisement sticks, a sale can be made in seconds with a click or a swipe.

Using social media, you’ll get immediate responses for a fraction of the cost. Now that’s memorable!