6 Emerging Trends About Super Bowl Advertising That Brands Need To Know

on Content Trends

The Super Bowl audience is younger, savvier, and more diverse than ever. Here are six emerging trends to keep in mind so your media plan is ready to meet the new crowd.

1. A Lot Of Money Is Spent During The Super Bowl

When there are Super Bowls, there is money being spent
Consumers are fueling a new spending pattern with the average viewer anticipated to spend $89 on food, beverages, apparel and other merchandise leading up to the game.

In total, consumers spent $14.5B for this past Super Bowl, no small amount for brands to capture their share of consumers wallets.

2. There's More Interest In The Big Game Than Ever

Katy Perry's left shark was dancing out of tune intentionally at Super Bowl XLIX
Super Bowl XLIX was the single most-watched TV broadcast of all time with 50% of US households — about 114 million people — tuning in.

It was also the most-talked about Super Bowl: 65 million people posted 265 million posts to Facebook, comments and likes related to the game.

3. It's A Media Extravaganza!

Interest In the Super Bowl - Chart

Interest in the Super Bowl starts weeks before the game itself, gauged by Google search results for Super Bowl 49. The single-day event has turned into a month-long media extravaganza, which is just as important for advertisers as the game itself.

Katy Perry’s left shark incident at halftime, over-hyped TV commercials and the annual Puppy Bowl are just a few examples.
Interest and anticipation really heats up with the Wild Card playoff games, peaks with the Big Game, and gets bursts of continued attention all the way through the Pro Bowl.

4. The Audience Is Changing

American football audiences are more diverse than ever
Audiences for the Super Bowl are evolving towards a younger fan base and an influx of female fans who are following the game.

69% of NFL fans are Millennials while 7 in 10 females said they planned to watch the 2015 Super Bowl.

5. Mobile Is Massive

Super Bowl fans engage with the Big Game and ads across screens on multiple devices

More Americans are starting to use their smartphones while watching football with more than a third using smartphones while watching football.

6. More Ways To Engage With Fans

Over the past couple of years, top brands have been producing high quality content which has resonated with consumers.

Audi worked in conjunction with The Onion and Huge to develop cleverly-captioned Snapchats, creating more online conversation for the automaker on Super Bowl Sunday than any other auto brand.

With the success of Beyonce’s halftime show in 2013, Pepsi partnered with Sharethrough to amplify Beyonce’s “Mirrors” video which drove incremental engagement among millions of Super Bowl viewers.