NBC tempts marketers with Super Bowl ad guide
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NBC has compiled insights on ads run in the last four Super Bowls in an effort to guide marketers’ ad campaign strategies, Ad Age reports.
The network examined Super Bowl ads from 2014 to 2017 on over 500 variables including the ads’ creative elements.
It then measured the effectiveness of these ads on five metrics including brand search, creative appeal, brand social, ad cut through, and creative engagement. The company will share this information with advertisers to incentivize them to spend on Super Bowl ads.
Assisting Super Bowl ad campaign strategies can help NBC more quickly fill ad spots.Brands can get an idea of what has worked in the past, which is important because creative anxiety, other than advertising costs, is one of the biggest reason that keeps marketers from advertising during the Super Bowl. Although the average price of a 30-second NFL ad increased by 50% from 2011 to 2016, NBC may fear that recent NFL viewership declineshave increased hesitation among advertisers to run NFL ads.
Here are three top takeaways from NBC’s findings that can help guide Super Bowl creative ad strategies:
- The use of celebrities has a slightly negative or negligible impact on ad performance. This implies super bowl advertisers that previously spent on celebrity endorsements may not have received return on investment they aimed for. However, a strategy using a celebrity may still be beneficial for brands that value word-of-mouth growth strategies, as the use of celebrities still drove social conversations.
- Animated characters are more effective for ads centered around driving sales, and less for brand focused ads. This suggests that brands focused on driving brand awareness may not need be concerned in investing into incorporating an animated character into their ad, while brands emphasizing market penetration of their products potentially should be.
- Brands that don’t want to invest in creating entirely new ads could still have a successful ad campaign by reusing old ads. First-time advertisers were found to be just as successful running pre-existing campaigns during the Super Bowl as they have been running new ads. Moreover, new creative campaigns weren't found to always perform better, which could explain why Coca-Cola, Fiji Water, and King’s Hawaiian all aired ads on the 2017 Super Bowl that had run before. This could incentivize brands that want to reach the Super Bowl’s sizable viewer base but don’t want to invest resources into creating the ad itself.
NBC’s findings can also benefit TV advertisers, which may not have a wealth of historical ad performance data. This is in comparison to digital advertisers that possess data and metrics on what types of ad strategies have been successful in the past. NBC could address this data issue for TV advertisers by providing these new insights on past NFL ad campaigns, potentially spurring additional ad spend.
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