New and Noteworthy

New and Noteworthy

Super Bowl Ads Compete for Viewers’ Attention

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Many sports fans watch the biggest football game of the year to cheer on their favorite NFL team, but even those who couldn’t care less which team wins will tune into Super Bowl 2013 to watch companies battle it out for the highly coveted best Super Bowl ad.

Rentrak Corporation, a media measurement and research company, reported that 98.4% of viewers stayed tuned during 2012 Super Bowl commercials, which is almost equal to that of the game itself. The company noted that viewership stayed high, even though Super Bowl ads from many major companies were leaked online prior to the game. Overall, Rentrak found that the most-watched ad of the game was an NBC promo for the show “Awake,” which scored a 110% on their Ad Retention Index (ARI). The ARI compares the second-by-second viewing average for commercials to the average amount of viewers for an entire television program.

Price Tag of Super Bowl Ads

In September, USA Today reported that Super Bowl 2013 ad space was already more than 90% sold out. The article noted that 30-second spots for the Super Bowl commercials in 2013 have grown to an average of $3.7 million to $3.8 million. The average cost for the same amount of advertising time during the 2012 Super Bowl was $3.5 million. USA Today reported that CBS, host of Super Bowl 2013, could earn more than $225 million in profits from advertisers.

The New Age of Super Bowl Ads

Before the age of the internet, it wasn’t always easy for people to determine who the advertising agency behind their favorite Super Bowl commercial was, but this has since changed.

Forbes.com noted the difference the web has made in regards to Super Bowl ads and their creators. The site states that people can easily establish not only who made what Super Bowl commercial, but can also effortlessly view other ads made by the agency.

Another way the internet has changed the way we watch Super Bowl commercials is ads being leaked before the big game. In 2012, Washington D.C. radio station WTOP noted that many major advertisers had already revealed their Super Bowl commercials a few days before the actual game. Some of these companies included Downy, Dannon, Volkswagen, GoDaddy.com, Lexus, Acura, Honda, Pepsi, H&M, Toyota, Hyundai, Cars.com, Audi, Suzuki, Bridgestone, and Kia.

Ad Age keeps an annual chart of companies that purchase time slots for Super Bowl ads, the concept of the commercial, and the agency behind it. Ad Age frequently updates the chart, but here is the list of confirmed advertisers for Super Bowl 2013, as of our publication date:

  • Anheuser-Busch InBev
  • Audi of America (Volkswagen)
  • Best Buy
  • Cars.com
  • Coca-Cola
  • Century 21 (the real estate company)
  • Ford Motor's Lincoln Motor
  • GoDaddy.com
  • Hyundai
  • Hyundai's Kia Motor
  • Mercedes-Benz
  • Mondelez International's Oreo
  • PepsiCo Beverages
  • PepsiCo's Frito-Lay
  • Samsung
  • Skechers
  • Sodastream International
  • Volkswagen 

Which company’s Super Bowl ads are you looking forward to the most this year?

Author: Laura Jerpi

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