Leimbach points out that when smaller brands take the chance and spend their ad dollars on a Superbowl ad, if done right, the ROI can be off the charts. Careful strategy, effective (and clever) messaging and augmenting ad spend with a strong social presence are key to maximizing Superbowl spend and adding value.
Although Superbowl spots are short, reach is wide and pre- and post-game coverage is long. Even for advertisers that don’t have household name recognition, there’s the opportunity to grab the audience’s attention and drive online search. For example, in the 2022 Superbowl, crypto companies took a chance with short spots and even though their ads performed poorly compared to big name advertisers, consumer curiosity piqued, and their online search increased. High performing ads came from brands with strong name recognition, relevant products and simple messaging, like Amazon and Netflix.
It’s important to look at the Superbowl as an overall ad campaign investment. Leimbach talks about the long tail advertising opportunities for the Superbowl. FOX and other networks are covering the game weeks before it starts. Online amplification begins long before spots even air on game night. Some brands opt to release teaser ads before the game.
Are there downsides to Superbowl advertising? Some advertisers may take issue with the replay and highlight aspects of Superbowl viewership. Yet Leimbach challenges that nothing comes close to the ‘unscripted drama’ of live sports and points out there’s a uniquely high level of engagement of live, televised events.
One aspect perhaps no other advertising medium can touch is the generational reach of the Superbowl. Fans ‘age into’ sports but seldom age out. A lifelong appreciation of sports starts young, is passed down throughout generations and lasts a lifetime.
For advertisers who won’t be spending millions on advertising during a single event this season, what’s the next best thing? Leimbach says live sporting events are still a great bet. The World Cup demonstrates this, of course. There’s always college football, which is increasing in popularity. Advertisers certainly have options when it comes to live event advertising, it just takes careful planning, a creative mindset and a commitment to increasing brand awareness to stay in the game.
