OPA Intelligence Reports

Posted in News on 02/11/2013 By Mark Glaser & Courtney Lowery Cowgill

Super Bowl: When will it trickle down?

There was much Monday-morning quarterbacking after Super Bowl XLVII—and it wasn’t just about the final failed drive by the 49ers and the blackout. It was about the ads, and which were the most effective. If anything should be clear by now, it should be that the true brand battle in this year’s Super Bowl was not wagered on Sunday and it wasn’t wagered on air. It was wagered online. Despite the fact that Internet traffic plummeted during the actual game (Sandvine found it was down 15 percent), this year’s contest was all about how brands played online. According to a Marketing Land report, more than 80 percent of Super Bowl ads had some sort of online call to action – whether that be a URL, hashtag or invitation to watch the rest of the ad online. Stuart Elliott puts it this way in the New York Times: “The willingness of consumers to watch ads on social media like Facebook, Twitter and YouTube—and to discuss and share them with friends and family—is rewriting the Super Bowl playbook for Madison Avenue.”

And that playbook had to be written pretty quickly when the lights went out at the Superdome Super Bowl. During the blackout, brands turned to Twitter to get their message out and the hands-down winner there was Oreo, who moved from conception to posting in five minutes, posting: “You can still dunk in the dark,” which was retweeted more than 16,000 times. Trendrr estimates that this year’s game was three times more social than last year’s, grabbing 52,556,473 mentions, likes, check-ins, etc. But does any of this translate to a boost for publishers? It’s not clear. As more advertisers move to the web than ever before, during and after the big game, some of that huge money is bound to trickle down, but no one has any hard numbers to show how much. Some say the hype could have a negative effect on digital ad prices. Paul Dolan of Xaxis tells MediaPost that big events like the Super Bowl actually drive down digital ad prices. He said, “It’s something we’ve observed around events, and big traffic days like Cyber Monday. The Super Bowl is one of the chief among them.” But there is a big opportunity for mobile, if played right. According to findings from the Mobile Marketing Association and Session M, 21 percent of Super Bowl watchers want to see more commercials inviting them to interact with the brand on a mobile device and be rewarded with incentives and content for their actions.