Digilant is excited and ready for Super Bowl LIII, especially with our hometown team competing in this year’s game. To help media buyers and advertisers prepare for it, we released a Super Bowl 2019 infographic that includes consumer behavior trends, data related to viewing preferences, social media actions and shopping behavior. Regarded as the advertising opportunity of the year, the Super Bowl has become a one of kind opportunity for advertisers. Most brand marketers can’t afford the mid-game TV spots, but that doesn’t mean that they should miss out on the opportunity to get in front of potential customers. Digilant’s infographic is meant to inspire media budget holders to make informed decisions on how, where and when to buy digital and programmatic advertising before, during and after the 2019 Super Bowl.
Download the infographic here.
The Power of Media
The excitement over Super Bowl LIII between the New England Patriots and the Los Angeles Rams continues to grow, as does the price tag of game day advertisements. This year, companies are reserving $5 million for 30-second television spots. With the 2017 Super Bowl currently holding the record for total ad spending, (a massive $534 million,) it is hard to deny the immense cost of reaching audiences during this highly viewed telecast. To prepare for the cost of this week’s event in Atlanta, we encourage digital advertisers to consider a series of trends highlighted below.
Last year’s Super Bowl delivered an ad revenue of $115 million from pre- and post-game television advertisements. Marketing Charts also revealed that during the 2018 game, more than one-fifth of advertisers, (22%,) spent more than 10% of their annual media budget on the Super Bowl alone. This is the highest bulk of advertisers doing so over the past five years. What’s even more shocking is that the price of a 30 second advertisement has increased by 96% during the past decade. These numbers in mind, it is critical for media planners, specifically those intending to purchase Super Bowl ad spots in the future, to consider this growth and allocate funds as necessary.
Social media advertising efforts also come hand in hand with a cost. The 2018 game drew in $414 million in ad spending across all media channels – from the television, to the phone screen, and everything in between. As a result, 170.7 million social media interactions related to the game spread across Facebook, Instagram, and Twitter, with the bulk of activity peaking as the game came to a close. On YouTube, Super Bowl ads were viewed 16% more times than they were in 2017 and accessing these videos via living room devices, (i.e Roku, Chromecast, etc.) became a trend that grew by 52%. Social media efforts continue to grow across these platforms as brands release clips of their Super Bowl advertisements days in advance. This tactic of distributing teaser trailers, (or even more so, entire adverts,) gives brands the chance to encourage excitement ahead of time. Efforts may even extend after the game as companies build upon their advertisements with large-scale social media campaigns.
Because of this consistent hype, we strongly encourage social media marketers to be ‘on guard’ before, during, and after the game. The marketing opportunities here, though expensive, are impactful and remain unlike those that arise during the traditional holiday season. And the 2019 Super Bowl, airing Sunday, February 3rd, has already started a buzz that will reside long after the game concludes and a winning team is announced.
Interested in incorporating any of the programmatic tactics we discussed throughout the Super Bowl infographic blog posts into your 2019 digital advertising plan? At Digilant, we provide experienced and informed hands-on decision-making to manage all aspects of programmatic buying for clients. Reach out to us here.
Learn more about purchasing power in Part 3 of our series The 2019 Superbowl: What Media Buyers Need to Know to Prepare for the Big Game. Check it out here.