Postgame Report for Marketers: Super Bowl Scores on Digital Streaming

As more consumers cut their cable cords and opt for digital video services or mobile app viewing they39re still tuning into big events like the Super Bowl Cordcutters are disrupting the traditional paidTV industry but when it comes to the Super Bowl advertisers are still drawing a massive crowd for their linear TV ads and benefitting from added exposure on digital platforms Simply put it39s a gamewinning planThis year39s Super Bowl LIV in Miami between the San Francisco 49ers and Kansas City Chiefs lived up to its billing amp8212 going down to the wire and attracting 1021 million multiplatform viewers across Fox Fox Deportes NFL and Verizon digital up 1 percent from Super Bowl LIII in 2019 according to Nielsen The linear TV telecast attracted 9999 million viewers up 2 percent from CBS39s presentation of Super Bowl LIII but the secondlowest linear audience since 2010 An estimated 69 percent of US homes with televisions in use were tuned into this year39s Super Bowl Nielsen reported The average cost of a 30second spot for this year39s game was about 5 millionConnected TV and streaming services are amplifying the Super Bowl39s audience by bringing these cordcutters and quotcordneversquot who have never subscribed to pay TV into the fold Live sporting events such as the Super Bowl are an essential ingredient in growing the CTV audienceMedia analysts often cite live sports and tentpole entertainment events as reasons that some Americans hold onto their cable subscriptions Unsure if they39ll be able to watch their favorite teams or see the biggest stars with streaming video these payTV customers stick with their triedandtrue providers Streaming services and apps allow for easy ondemand and binge viewing but live events have been more difficult to watch through those channelsThat39s changing quickly as platforms such as FuboTV Hulu Live TV Roku and YouTube TV enable customers to access local stations and a full menu of cable networks amp8212 which makes these marquee live events and their ads available for live viewing and provides brands access to these consumers With CTV marketers get troves of detailed data and measurements on demographics devices and locationThe growing presence of live sports streaming was on display in Super Bowl LIV with YouTubeTV as the presenting sponsor of the pregame show and Hulu39s talkedabout ad featuring New England Patriots39 legendary quarterback Tom Brady reminding fans that they can watch their favorite live sports on the service In another sign of CTV39s importance Roku and Fox reached a lastminute carriage deal that allowed Roku users to watch the Super Bowl on Foxowned propertiesquotStreaming is here to stay and is an important part of the composition of the audiencequot says Tal Chalozin cofounder and chief technology officer of video adtech firm Innovid The company works with a large roster of brands including Budweiser PampampG and Jeep to measure the delivery of ads on digital videoChalozin points out that even as streaming options grow it was actually last year39s Super Bowl LIII on CBS that first offered brands innovative ways to track streaming viewers and showcase streaming capabilitiesFor the 2019 game for example Innovid worked closely with CBS Interactive and Kellogg39s to develop a streaming ad for Pringles that CTV viewers could interact with the ad allowed viewers to change the city name mentioned and Pringles chip flavor combo for a personalized experience The campaign took six months of development planning and testing and used the latest advertising technology Chalozin explainsAnother important development in last year39s game was that CBS enabled advertising tech that enabled Innovid and others to track delivery of streaming adsquotThat allows marketers to get some understanding of who saw ads on streaming on what device and the locales they39re watching inquot Chalozin says quotYou can also do retargeting based on homes that watchedquotFor this year39s Super Bowl Chalozin said Fox opted not to activate the adtech needed to track delivery to streaming leaving some advertisers without access to important streaming dataIn today39s multiplatform media world the Super Bowl telecast is just one piece of a big game ad campaign Brands and their agency partners work on building buzz for the messaging beforehand releasing sneak peeks and retaining that glow afterward on social and digital media To track results Chalozin notes brands watch Google searches after their ads run and during breaks in the game to see how they39re trending and closely follow YouTube views and shares for their spotsOn their own brands are increasingly activating digital media to amplify their campaigns Avocados From Mexico for instance created a digital campaign called AvoNetwork with interactive contests and prizes tied to its cheeky Super Bowl spot The ad spoofed a home shopping channel selling avocadorelated products such as a baby carrier and bike helmet for avocadosDoritos and Sabra hummus tapped into the redhot social platform TikTok to supercharge their Super Bowl ads Doritos39 quotOld Town Roadquot spot featuring Little Naz X was a toptrending video on TikTok Sabra39s Super Bowl ad featured TikTok star Charli D39Amelio who sprinkled clips of the ad in her feedAcross social media the Super Bowl was a toptrending topic with Nielsen reporting 439 million total Super Bowlamp8211related interactions across Facebook Instagram and Twitter Halftime show star Jennifer Lopez generated 22 million engagements while Chiefs39 quarterback Patrick Mahomes the game39s most valuable player accounted for about a half of a million engagementsThis kind of social media activity and digital engagement can help brands evaluate the success of their Super Bowl spots quotThere is a lot of science to Super Bowl ads now If you don39t seed an ad before and after you39re missing 80 percent of the noisequot Chalozin says quotA funny ad is not enough anymorequotDon39t stop now Stay in the know with more from Alli on AudioClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Postgame Report for Marketers: Super Bowl Scores on Digital Streaming

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Alli Romano

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Postgame Report for Marketers: Super Bowl Scores on Digital Streaming

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