Pre-Super Bowl week is a busy time for food marketers and all advertisers alike. With an estimated 181 million US viewers and total spending expected to reach $12.3 billion, the Super Bowl has become a feeding and advertising frenzy. Take a look:
1. Total Super Bowl spending by viewers is expected to reach $12.3 billion, spread among food, athletic wear, decorations, and TV purchases.
2. The average per viewer spend is estimated to be $68.27.
3. Of the 181 million projected US viewers, 77% will purchase food and beverages.
4. It is anticipated that 39 million viewers will throw Super Bowl parties, while 62 million will attend parties, and 10 million plan to celebrate in restaurants and bars.
5. The average media cost for a 30-second spot during the game this year is $4 million. Several food and beverage brands are ponying up the dollars.
6. While there is a lot buzz about Super Bowl ads, a recent survey indicates that 52% of viewers watch the Super Bowl for the game, with 23% indicating they watch the Super Bowl primarily for the ads.
7. Ads need to be entertaining, according to 91% of respondents in a recent survey of those who plan to watch the game. Humor is key while ads designed to generate an emotional response do not have as much appeal to viewers.
8. Social media will play a significant role, with 55% of respondents to a recent survey of those planning to watch the game indicating they plan to post comments about ads. Over 50% will go online to access additional advertiser content during or after the game.
The take away for any food marketer is clear: a consistent, committed branding and marketing effort is always important, but it can really payoff during those big annual food focused holidays, events, and occasions…whether it’s Super Bowl, Valentines, Memorial Day, the 4th of July, Thanksgiving, or Christmas.
Sources: Prosper Insights and Analytics, Stagnito Media, January, 2014; Burson-Marsteller Fan Experience study, MediaPost publications, January, 2014; Ad Age, January, 2014.
