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Data: The Great Driving Force Behind Releasing Super Bowl Ads Early

There is no denying the Super Bowl is the most-watched American sporting event.  100.7 million viewers watched Tom Brady and the Buccaneers win his 7th Super Bowl when they defeated the Kansas City Chiefs.  It's because of these viewership numbers that companies spend $5.25 Million dollars for the 30-second Super Bowl ads.
Football Super Bowl Ads celebration with food

Data: The Great Driving Force Behind Releasing Super Bowl Ads Early

There is no denying the Super Bowl is the most-watched American sporting event.  100.7 million viewers watched Tom Brady and the Patriots win their 6th Super Bowl in 2019 when they defeated the Rams.  It’s because of these viewership numbers that companies spend $5.25 Million dollars for the 30-second Super Bowl ads.

With the large viewership numbers combined with the hefty price tag, it’s no wonder why the Super Bowl audience is privy to the best advertisements of the year. 

Unlocking the Super bowl Ads Vault

Bank Vault Interior

Super Bowl ads used to be held in a vault until they were debuted during the big game, but in recent years advertisers have started to release the commercials early, and there are a few data-driven reasons why.

The Super Bowl is a social event.  Many people attend Super Bowl parties even though they don’t really care about the game.

51% of Americans and 55% of Millennials all consider the Super Bowl as a spectacle rather than an actual football game. Since Millenials make up one-quarter of the US population and consume the majority of their media on their smartphone, it’s only natural to see companies put their Super Bowl ads where Millennials will see them.

Early releases of super bowl ads correlates to increased brand awareness

Companies that have released Super Bowl ads and teasers prior to the actual game have seen an uptick in brand searches about 2.5 times more views, comparatively.

Saba Hamedy, Meg James

Doing so has paid massive dividends to companies that have released teasers or entire ads prior to the big game.  Most companies that release Super Bowl ads during the event see a rise in brand searches the day after the game. 

Companies that have released Super Bowl ads and teasers prior to the actual game have seen an uptick in brand searches about 2.5 times more views, comparatively.

The pre-released advertisements were viewed a whopping 160 Million times prior to the Super Bowl in 2014.

tracking Clicks to find the perfect content

Discussing data

When entire ads and teasers are released prior to the Super Bowl, every click is tracked to a high degree.  Advertisers can see what ads are most effective. 

They can see if viewers are closing out their ads before it is over.  They can see how many times an advertisement has been shared, via social media

All that tracking provides valuable feedback to the creators, that they can use to create better more effective advertisements in the future.

These are just a few reasons why companies are releasing their Super Bowl advertisements early.  Can you think of any more?

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Cliff Feiring

Cliff Feiring

Cliff is a co-founding partner of Grassroots Digital Marketing Studio.

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