Super Bowl advertising is often called "the game within the game." Within that, there's now a digital game that plays out before, during and after.

1. SUPER BOWL ADS
The Digital Game Within the Game
(Within the Game)

2. Contents
• Cost
• Benefits
• Notable Super Bowl Ads
• The Digital Game Within the Game
(Within the Game)
2

3. Cost
Has increased nearly every
year, and includes more
than just the air time:
:30 media $5M
Production: $1-5M
Future media: $5M+
TOTAL: $10-15M+
3
Source: Wall Street Journal

4. With viewership
having
plateaued this
decade…
Source: Wall Street Journal
4

5. …cost per viewer
and per rating
point has risen.
5

6. So Why Do Advertisers Do It?
6

7. Benefits
The One Mass U.S.
TV Audience Left
While TV viewing is in
decline, all but 3 of the
20 most-watched shows
ever are Super Bowls.
Source: Wikipedia
7

8. The 2018 Super Bowl
was watched by more
than 3x the number of
people than the top
non-football-related
program. 8
Source: Wall Street Journal

9. Global
Viewership
1. Beijing Olympics Opening Ceremony (2008) 2,000M
2. FIFA World Cup Final (2014) 1,000M
2. Rescue of Chilean Miners (2010) 1,000M
4. First Man on the Moon (1969) 500M
5. Elvis Aloha from Hawaii (1973) 450M
6. Cricket World Cup Semi Final (2011) 400M
7. Royal Wedding: William & Kate (2011) 350M
8. China Spring Festival Gala (2014) 300M
9. JFK’s Funeral (1963) 180M
9
Source: Wikipedia

10. NOTABLE SUPER
BOWL
COMMERCIALS
10

11. APPLE
MACINTOSH
“1984”
11

12. 12

13. EVERYONE’S
A CRITIC
13

14. USA Today
AdMeter
All-Time #1
Score
Pepsi “Innertube”
1995
14

15. USA Today
AdMeter
All-Time #3
Score
Pepsi “Drivers”
1995
15

16. EVERYONE’S
A CRITIC
16

17. USA Today
AdMeter #1 Score
Post-2000
Bud Light
“Romantic Evening”
2002
17

18. VW Passat
“Darth Vader”
2011
18

19. USA TODAY ADMETER
“PLAYOFF” WINNER
BUDWEISER
“PUPPY LOVE”
2014
19

20. 20

21. 21
THE DIGITAL GAME
Within the Game…Within the Game

22. Pre-Game
Nearly half of this year’s
ads have already been
released, press-released,
and social media’d.
22

23. In-Game
Huffington Post
proclaimed that “one of
the most buzz-worthy ads
of the Super Bowl on
Sunday wasn’t even a
commercial – it was a
mere tweet from Oreo
during the blackout.”
Source: TheDrum.com, 2016
23

24. Post-Game
Old Spice’s ”The Man
Your Man Could Smell
Like” ad has 50
million YouTube views,
50% from after its
2011 airing.
24

25. The Final
Analysis
iSpot.tv measures digital
“buzz” from pre-game
through post-.
Sources: iSpot.tv, AdAge
25

26. 26
Enjoy the Game!
and the Digital Game Within the Game
(Within the Game)