Advertising in ASuper Bowl

Since it’s beginning, the Super Bowl has drawn top sponsor dollars and high television ratings. But there are two key events that are linked to the phenomenal rise seen in Super Bowl advertising to what it is today. In 1969, Joe Namath led his New York into Super Bowl III, where they knocked off the Baltimore Colts in one of the most shocking Super Bowl upsets of all time, giving the American Football Conference credibility and causing Super Bowl ad rates to skyrocket. Fifteen years later, in what is widely accepted as the most famous Super Bowl spot of all ti

There are several types of Super Bowl ads that have been proven successful. Advertisements that are funny, surprising, or tell a story have found much success in the past. However, experts agree that the most important aspect of Super Bowl advertising is the need to create a movie experience within the ad. 30% of viewers watch the Super Bowl with six or more people, making the game into more of a movie experience than a typical television experience. Therefore, experts say the best Super Bowl ads tend to be similar to movie trailers (Bentman 7). McDonald’s had a campaign that followed this idea in the early 1990’s where Michael Jordan and Larry Bird were shown playing the game of HORSE for different items from the McDonald’s menu. The Bud Bowl campaign, which first aired in 1989, also creates a movie-like experience. That is why it continues to be one of the Super Bowl’s best known and most liked commercials. Also, Nike’s “Hare Jordan” campaign, which appeared in 1997, followed the movie concept by showing one commercial in each quarter of the game, with the first three commercials ending with ”TO BE CONTINUED...” displayed at the bottom of the screen.

me, the Apple Computer was introduced, making it a household name and setting a new standard for Super Bowl advertising (Lohse 14).

In 2000, seventeen “dot-com” companies advertised during the Super Bowl, paying 2.2 million dollars per thirty-second slot. Eleven of those seventeen companies no longer exist, either having gone out of business or having been bought out. “The reason why the “dot-com” ads failed is because they broke with the rules of advertising: present the product and its purpose,” says Tobe Berkovitz, an advertising professor at Boston University (Bentman 7). Most of the “dot-com” ads shown during the 2000 Super Bowl had little or nothing to do with the product or service the company actually provided, making the commercials easily forgettable. Many of them were creative, however they were only creative for creativity’s sake, and they failed to accomplish the client’s goals (Bentman 7). Steve Tipps, a senior vice-president for Copernicus Marketing Consulting & Research, feels the “dot-com” commercials were missing key steps, particularly the reason why consumers should try the brand. “The ads didn’t work because they didn’t tell you a

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