Ed Horne’s Post

7-30-LVIII The national spotlight will be firmly on Nevada this weekend, as the Chiefs and the 49ers are set to do battle at one of the biggest sporting—and television—events of the year. But while the athletes have been working hard in the gym, memorizing plays, and getting their mental game in the right place, marketers have been just as busy. Indeed, in an increasingly fragmented modern media landscape, the Super Bowl remains a rare unifier, drawing hundreds of millions of eyeballs simultaneously to a single event. And, getting in front of those eyeballs remains prohibitively expensive — despite TV viewership slipping from its peak a decade ago. This year, brands are shelling out $7 million for 30 seconds of airtime, more than 165x the $42,000 that the same slot would have set you back at the first Super Bowl in 1967. Even once you adjust for inflation—which would turn that $42k from 1967 into a $383k expense in 2023—it's easy to see that Super Bowl ads have become a cultural spectacle in and of themselves, with a massive 25% of viewers planning to focus more on the ads than the actual game. Attention, please Interestingly, Kantar estimates that the investment is worth it, with every $1 spent on a Super Bowl ad reportedly yielding a return of $4.60—music to the ears of the producers behind the 70 high-budget commercials that will be airing on game day. With an expected surge in female viewership this year, likely due to Taylor Swift's influence, brands such as Dove, L'Oréal, and e.l.f. are gearing up for their moment in the limelight during the breaks. Source: Chartr #superbowl #superbowlsunday #superbowlads #advertising #advertisement #taylorswift #dove #loreal #finance #money

The 2024 Super Bowl is witnessing an average ticket price of $9,815, marking a staggering 70% increase compared to last year. 🤯 What is fueling these unprecedented prices? 📍Las Vegas takes the spotlight as the city hosts it’s first ever Super Bowl, adding a unique allure to the event. 🎶 The Kelce/Swift relationship featuring Taylor Swift is an undeniable catalyst, enticing many to witness the game live. Not to mention Usher taking the stage at halftime has many fired up. 🏈 A compelling rematch further intensifies the excitement, as the same two teams faced off in the 2020 Super Bowl just four years ago. LinkedIn News and Bloomberg make some incredible call outs as they each unpack this surge in ticket prices (link in comments), and one of those is while all of these factors play pivotal roles, one must not underestimate the NFL's adeptness at seizing opportunities and enhancing attendees' experiences. The spike in Super Bowl ticket prices serves as more than just a statistical trend; it provides a strategic insight for sports teams on engaging audiences, fostering innovation, and navigating the ever-changing landscape of professional sports.

My predictions for Super Bowl 58 ads (so thrilling that you can actually say "Super Bowl" outside of ads): It's all about the sphere. And Taylor Swift. The sphere, not unlike Super Bowl ads themselves, is a rare occasion when Americans actually care about a media buy. I’m really looking forward to seeing what brands manage to get on the sphere, and what they actually put on it. I hope it’s very sphere-optimized. I think brands will also try to find legal ways to reference Taylor Swift being at the game. If not in the spots themselves, it’s definitely going to be part of their social plans. Beyond the Super Bowl, I think we will start to see more Super Bowl-like advertising throughout the year. People are ready for lighter, less self-serious spots. The Walmart x Mean Girls spot was a good example of the desire to see fun ads beyond one day out of the year. Thanks LBBonline - Little Black Book

Tonights Super Bowl LVIII is expected to shatter viewership records in the U.S. and could even become the most watched sports event ever around the world. The highly-anticipated match up between the San Francisco 49ers and the Kansas City Chiefs will be shown in 190 countries. CBS, the network airing the game, has already sold out its #advertising inventory by the end of last year, with a 30-second ad reportedly going for between $6.5 and $7 million. Advertisers expect to reach a Football audience of over 115 million viewers, with even more people dialing in for the #SuperBowlLVIII Halftime Show, sponsored by Apple Music for a second consecutive year following a decade-run by PepsiCo. The most anticipated ads include commercials by AB InBev, Molson Coors Beverage Company, Volkswagen, BMW, Toyota North America, T-Mobile, Verizon, Snap Inc., Microsoft, E.L.F. BEAUTY, L'Oréal brands CeraVe and NYX Professional Makeup, Unilever's Dove, Kellogg Company's Pringles, Uber eats, DoorDash, Popeye's, Mondelēz International brand Oreo, and Google Pixe. more insights regarding these and other commercials in adweeks dedicated #superbowl ad tracker page.

The CPG Oscars (FKA the Super Bowl) have arrived! You've all seen the incredible ads from last night's Super Bowl with reviews and breakdowns on every news channel, e-blast, or social account, and what a star-studded event in the stands and on screen. But there is no other time in the year where CPGers have their spotlight like last night, and man, did we shine! And with further ado, the Oscar for the Fan-Favorite CPG award(s) goes to... poppi - Andy Judd, this has been a long-awaited dream, and you absolutely deserve it! Our kids raved about the nostalgia and dropped Poppi into their Amazon wishlist as we sat there watching, and then to top it off with a Post Malone tasteamonial... INCREDIBLE! Congrats to you and the team! SToK Cold Brew with Anthony Hopkins as Wrex - To the creative team at Danone, I was jumping out of my seat for you guys! SToK has always been the one to watch, and I'm so proud to see you up there with the best of them! The Oscar for Best Actor goes to: Dunkin' - Arguably Ben's best role to date with Matt, Tom, Jack, and Fat Joe as his wingmen. I mean, you gotta have your crew if you are pitching JLo!  It's a tie!!! The Best Original Song (or jingle) goes to: Pizza Hut, or from henceforth known as Pizza Wha-HUUUUT! and our new favorite Hellsman's talking cat with "Mayo"! Mark my words; with Universal pulling out their artists from TikTok, the Jingle is officially back, baby! The Best Animated Feature goes to: You know it... NERDS! Although the Addison Rae spot at the end was definitely unnecessary, the dancing candy was all we needed to sing aloud: "What a feeeeeeelllling!" With so many other incredible ads, we'll have to do a follow-up Oscar party here soon. Congrats to everyone involved in making these; they are indeed the highlight of the year! Sircle Media #cpgbrands #SuperBowlReview #SuperBowlAds #SuperBowlCreative #SuperBowlMarketing #SuperBowl2024 #SuperBowlHalftime #AdvertisingReview #CreativeDirector #LinkedInReview

Attention food and beverage companies! Did you know that 80% of Super Bowl Sunday purchases in the US since 2013 have been for your products? And with 30% of consumers starting their shopping more than a week in advance, the lead-up to game day is the perfect time to reach potential customers. Last year, 115.1 million viewers tuned in to the big game. As the leading Smart TV OEM with 34% of the Smart TV market, Samsung Ads is uniquely positioned to help keep your brand top of mind during those crucial days leading up to kickoff. Our industry-leading ACR dataset allows us to deterministically target NFL viewers in CTV, OLV, and high-impact Home Screen environments, ensuring that your messaging is reaching the right people at the right time. Don't miss out on this enormous opportunity to make a splash with your Super Bowl marketing. Partner with Samsung Ads and make a winning play for your brand. https://lnkd.in/gUjmcUpY

It’s here! Super Bowl 2024 isn’t just about the Kansas City Chiefs vs. the San Francisco 49ers (or the other team: Taylor Swift and Travis Kelce). Like most people, I'm excitedly preparing for the Super Bowl and looking forward to the commercials. As a marketing professional, I watch with two lenses: as a fan and as a marketer. This year, with so much happening in the world, I believe that three things are essential for a great ad: 1. an emotional connection 2. a powerful message 3. memorability Emotional connection tends to go hand in hand with the other two. When we feel something, we're more likely to remember it and talk about it. I've seen the Super Bowl ad previews and have my front runners, but the real test is seeing them on the big screen with others. So, what do YOU think makes the best ad? What do you look for? Is an emotional component important to you, or do you prefer something light-hearted, funny, or with celebrity appearances? Share your thoughts in the comments below. 👇 #SuperBowl #Marketing #Advertising #EmotionalConnection #PowerfulMessage #Memorability #taylorswift #advertisingstrategies #commercials

3️⃣ key reasons why the Super Bowl is more than just a game—it's a cultural phenomenon with unparalleled marketing potential: 📢Massive Audience Reach: With over 100 million viewers tuning in each year, the Super Bowl commands one of the largest TV audiences globally. This presents an incredible opportunity for brands to showcase their products and services to a vast and engaged audience worldwide. 🌍High-Stakes Advertising: Super Bowl commercials have become legendary for their creativity and humor, with advertisers willing to pay millions for just a few seconds of airtime. The immense potential for brand exposure and impact on consumer behavior makes Super Bowl advertising an unparalleled opportunity. 🎉Cultural Phenomenon: Beyond the game itself, the Super Bowl has transcended sports to become a cultural event. From halftime performances featuring music icons to the tradition of Super Bowl parties and gatherings, it fosters a sense of community and excitement each year. Honestly: Don't miss out on the chance to leverage the power of the Super Bowl for your brand! #SuperBowl #PublicRelations 🚀📺

No big Super Bowl Ad budget? No Problem. You don't have to spend millions of dollars on a 30-sec Super Bowl ad to capitalize on the excitement around one of the biggest sporting events in the US market. The trick is finding a relevant connect to the Super Bowl that ties into your brand. Unique ways brands are leveraging big game fever without spending a fortune: 1) Offer a game day special discount 2) Fan experiences/watch parties 3) Game day contests and giveaways 4) Share unique research facts - 1.45 billion chicken wings consumed! 5) Announce a new product or service that's relevant to fans - new buffalo chicken mac n' cheese nachos. And if all of the above fail to capture more audience eyeballs...show a picture of a famous singer who's dating a football player! Here's to an exciting game between the 49ers and Chiefs. And some amazing commercials. Cheers! #superbowlads #marketing101 #brandawareness

I spent most of last week in Las Vegas for work. I couldn't help but see some parallels to the work I do. 🏈🎉 As the world tunes in for the biggest showdown in sports, let's take a moment to appreciate the strategic brilliance behind the Super Bowl spectacle! 🚀 From meticulously planned halftime shows to game-changing advertising campaigns, every aspect of this event is a masterclass in strategic planning. 💼🏟️ As a strategic planning consultant, I'm inspired by the strategic partnerships, innovative tactics, and flawless execution that make the Super Bowl a global phenomenon. 🌟 So grab your snacks, settle in, and let's cheer for the teams on the field and the strategic minds behind the scenes! 🙌📈 #SuperBowl #StrategicPlanning #GameDayStrategy