Guideline’s Post

For the second year running, the average cost of a 30-second ad spot during the Super Bowl $7 million. Despite businesses being more disciplined with their marketing budgets, and advertising spending slowing down in recent years, the cost of a Super Bowl ad continues to rise. Why? There is no guaranteed opportunity to reach more people than the Super Bowl, and the slice of every other pie keeps shrinking. In a media landscape that's becoming increasingly fragmented, the number of opportunities for companies to reach a mass audience through advertising on network television has dwindled. Popular shows have moved to streaming platforms, along with audiences. More and more, networks find themselves relying on live events, like award shows and sports, to draw viewers. #superbowl #advertising #brand #marketing #technology #leadership

Step right up - now for the ‘main event’: “…For the second consecutive year, the average cost of a 30-second ad spot during the Super Bowl was $7 million…The reason is simple: There is no opportunity guaranteed to reach more people than the Super Bowl, and the slice of every other pie keeps shrinking… …“In this era of fragmentation, the Super Bowl is what television used to be,” said Brad Adgate, a veteran media analyst. For many years, Super Bowl ads were kept closely guarded until the day of the game. Now, companies employ marketing campaigns that often start in mid-January… …The rise in female viewership for N.F.L. games this season, made even more prominent by Taylor Swift’s relationship with Mr. Kelce, is another potential marketing opportunity for companies… …More ads this year are expected to feature interactive components like QR codes, which help companies track engagement with their brands in real time… …Together, the Super Bowl’s ads are an annual snapshot of the economic and social moment in the country, said (Ampersand)…” [NYTimes Quote] #sportsadvertising #promotion #consuners #eyeballs #audience #AI #fragmentation #taylorswift #nfl #SuperBowl

The impact of your multimillion-dollar media buy can't end with the final whistle. My latest for @Adweek details a few tips for advertisers on how to leverage #SuperBowl creative as the lynchpin of a TV campaign that will help generate strong consumer engagement all year long -- with a few examples from brands like M&Ms, T-Mobile, and Booking.com. https://lnkd.in/euM6R7tJ Mars #BigGame #SuperBowlLVIII #advertising

The TV landscape is at a defining moment, with our #client IAB predicting that ad spend on digital video will eclipse ad spend on linear channels this year. In a roundtable discussion hosted by ADWEEK, IAB brought together marketing leaders from Samsung Ads, Google, Roku, the Sports Innovation Lab and Meta to discuss their takeaways from IAB NewFronts and their predictions for the future of the industry: #IABNewFronts #TVAdvertising #DigitalMarketing

In her latest for AdMonsters, Amy Leifer, Chief Advertising Sales Officer, navigates our ever-evolving media ecosystem, from conquering CTV like a pro to leaning into innovative new ad formats. Read more on what marketers should keep in mind and how to prepare for the year ahead. #ctv #advertising #innovativeadvertising

For the 2024 awards season, Guideline forward bookings showcased double-digit growth across both the Grammys and Oscars equivalized 30-second unit rates. According to Next TV, prices for 30-second spots ranged between $1.7 million and $2.2 million, illustrating a high up-front cost in the hopes of a significant return. 🤑 Although the 2024 awards season showed a lot of promise for ad spend, awards shows aren’t the only live events bringing in the big ad spenders. Awards season viewership is back on a steady rise since the fallout from the pandemic, but this year’s Super Bowl takes the cake as the single most-watched event in television history, racking up more than 123 million viewers, with the highest price tag ever recorded for a 30-second spot, $7 million.* So, is that huge investment in ad spend worth it? Recent Guideline data suggests yes. https://hubs.la/Q02w6hR00 (*Source: NPR) #GuidelineData #AdSpend #LiveEvents #LinearTV #GuidelineForwardBookings #SuperBowl #AwardsSeason #Q12024

30 seconds of ad buy for the Super Bowl costs $7 million. This excludes the millions of dollars spent in production and the cost of paying a high-level celebrity to star in or endorse the ad. To avoid this payout, many brands are opting for their campaigns to exist adjacent to the Super Bowl itself. Creating a buzz around the event without paying for air time during the game is cheaper, albeit it does require a more creative approach. Read the full article by Kyle O'Brien from ADWEEK below. ⬇️ #superbowl #adspend #advertising #nfl #creativeadvertising #programmaticadvertising https://lnkd.in/gzQcxDZa

Dynamic creative optimization’s fade into the shadows has prevented many advertisers from recognizing its capacity to help meet rising CTV challenges and expectations. James Grant, SVP of ATV Partnerships, explains why CTV advertisers need to put DCO back in the spotlight in this The Media Leader UK byline. See what he had to say 👉 https://lnkd.in/eyFux97s #DCO #ProgrammaticAdvertising #AudienceTargeting

❗ BridTV has been acquired by TargetVideo, follow us on our new account 👉 TargetVideo Did you know that 84% of European advertisers would pay a premium for trusted inventory? According to a survey conducted in the European market, the majority of respondents voiced out that buying inventory in a trustworthy quality media environment is important for them. Having a network of reliable premium publishers 🤝 that offer high-quality ad inventory is essential for success. That’s why TargetVideo’s advertising solution offers its advertisers premium placements on safe well-targeted websites 🔐 that are related and relevant to their brand. #advertising #adinventory #statistics #safety #targetvideo 

Television advertising, one of the oldest and most influential forms of advertising, has held its prominence for decades. It involves showcasing products or services on television networks during commercial breaks or as part of sponsored content. The power of television advertising lies in its ability to reach a vast and diverse audience. With numerous channels catering to various demographics, businesses can tailor their messages to specific target markets. What makes television advertising truly amazing and effective is its capacity to engage viewers on a personal level. TV commercials have the unique ability to combine visual and auditory elements, making them more captivating and memorable than many other advertising mediums. Moreover, television allows for storytelling on a grand scale, enabling brands to create narratives that resonate with their audience. This emotional connection often leads to stronger brand loyalty and a higher likelihood of conversion. Additionally, the widespread availability of DVRs and streaming services has allowed viewers to skip or avoid ads, but even in this changing landscape, innovative advertisers find ways to create compelling and unskippable content, proving that television advertising remains a force to be reckoned with in the ever-evolving world of marketing. #television #advertising #pr #publicrelations #marketing #digitalmarketing #pressrelease #printmedia #magazine #publication #feature #branding #positioning #social #media #agency #mediadekho