It’s that time again, we find ourselves gearing up for the Super Bowl, the biggest TV advertising event of the year. While some factors of the Big Game remain the same, like hundreds of millions of viewers tuning in worldwide and a record-breaking price tag for advertising space (we’re talking $7 million for a 30-second slot), a new factor is coming into play for Super Bowl LVIII that will change the game.
For the first time, the Super Bowl will have a simultaneous English broadcast on an additional network (Nickelodeon) to capture fandom from a younger audience. The broadcast will reportedly feature popular Nickelodeon characters like Spongebob Squarepants and virtual slime cannons, which will be “fired” at the audience during touchdowns. This broadcast blitz will undoubtedly create opportunities for some Super Bowl advertisers and challenges for others, especially those with products geared to adults (pharma, alcohol and gambling).
The Super Bowl of Advertising Resonance
Despite having more ways to watch the game, the Super Bowl remains an iconic event where advertising breakthrough and resonance is as important as the game itself. With millions of ad dollars at stake, TV and digital advertisers must ensure their ad creative hits the mark with audiences who matter most them.
To understand resonance, think about every conversation you have the day after the Super Bowl when someone asks you what ads you remember and which ones you liked. MarketCast’s Brand Effect asks questions like this at scale for every ad airing during the Super Bowl. Combined with MarketCast social media research and ad creative diagnostics, the MarketCast Super Bowl LVIII Advertising Performance Report provides CMOs and agencies a powerful way to understand if their Big Game investment is paying off with audiences and influencing their funnel.
Powered by MarketCast Brand Effect
This report will provide in-market, cross-platform ad measurement using MarketCast Brand Effect (including linear, CTV, and social). This industry trusted ad measurement solution uses real-world, natural ad exposure to measure performance, giving brands a fresh perspective on not only the “what” but the “why” behind an ad’s performance. MarketCast norms and benchmarks from previous Super Bowl games will also be included to provide context to historical performance and comparison.
Super Bowl Insights at Your Fingertips
A quick-turn topline “Scorecard” will be delivered in the days following the game, providing you the top advertising performers as well as insights into how the top (and bottom) ads were received by audiences and the buzz they generated on social media. This will be followed by a comprehensive report featuring ad scores for every Super Bowl advertiser and a deep dive into the ad creative that performed the best.
Don’t get left on the sidelines – for more information on how MarketCast’s Super Bowl LVIII Report can help you carry your ads into the end zone, contact us: