Super Bowl is The Most Expensive 30 Seconds on TV but Youtube becomes more important for advertisers

Super Bowl ads on TV have immense reach and cost big money. Last year’s Super Bowl XLVI attracted 111.3 million viewers, making it the most watched U.S. telecast of all time. This level of exposure doesn’t come cheap, however, as advertisers spent an average of $3.4 million for a 30-second spot, up more than $300,000 from 2011, according to Nielsen. Ads that aired during last year’s Super Bowl were also 34 percent more memorable and 42 percent better-liked than commercials that aired just a month earlier (January 2012).

Top Categories: Manufacturers Come Out Swinging
Many of this year’s big ad spenders were well-known names from familiar categories. Automotive, beer, motion pictures and soft drinks held their positions among the top-five categories, while the uptick in manufacturing spend for Super Bowl XLVI nudged out tortilla chips.

Auto made an aggressive comeback in 2011 and continued to blaze a trail as an ad spending leader during Super Bowl XLVI. After spending more than twice than the motion picture category in 2011, the auto category outspent beer by nearly three-fold in 2012—landing the top spot, by spending $90.5 million. Beer, led by Budweiser and Bud Light, came in a distant second place by spending $31.5 million. With big spenders–like Dodge (Ram), Acura, Audi, Chevy, Fiat–and several others that made the list of top 20 advertisers last year, auto shows no signs of slowing down.

Here is a sneak peak to some of the Superbowl 2013 commercials;

One way of attracting a buzz to your commerical is having it rejected by CBS according to the agency they had to rework the commercial to be approved during the superbowl. Or was this just a another marketing stunt.

Automotive is always a big player at the superbowl this is Kate Upton Washes the All-New Mercedes-Benz CLA in Slow Motion…

Kia’s effort with supernatural babies;

This ad is likely to be talked about a lot.  The message is clear, and it’s a darn good commercial from Audi, entitled “Prom.”  There are different versions you can vote on, and this one is called “Worth It.”

They didn’t stop there.  There are three alternate endings.  This one is called “Tradition:”

And another one called “Buddies:”

Coke has also decided to go to the people to figure out how their Super Bowl ad ends, with an ad taking on a It’s A Mad, Mad, Mad, Mad World, or Rat Race, kind of feel:

Volkswagen looks to be going in a bit of a different direction this year, rounding up a bunch of YouTube sensations into one ad.  They could have easily included “Star Wars Kid” in this thing, but I guess they wanted to try something new:

Behind the scenes is always a good idea to attract engagement and that is just what Century21 tried with these commercial.

This year’s Century 21 Super Bowl ad will continue the “Smarter, Bolder, Faster” theme developed in conjunction with the franchisor’s 40-year anniversary in 2011. In this year’s spots, Century 21 agents will be the celebrities. The ads will have a fun, ironic feel and carry the theme “There’s a Century 21 agent in the house.”

Century 21 is sponsoring an hour long pre-game show. And have their ad in the early part of the 3rd quarter of Super Bowl XLVII.

An interview with Greg Popp – Director of the 2013 Century 21 Super Bowl commercial.




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