2008 Anticipated Trends

What can viewers expect to see different from previous years in Super Bowl XLII advertising?

Whereas ads used to be kept top-secret until game day, marketers have discovered that the excitement and buzz generated from pre-game promotions can pay dividends by generating more brand awareness and boosting sales before the big game.

This year, FOX has partnered with social networking giant MySpace as part of their advertising sales efforts. As a result, viewers will have the opportunity to watch their favorite commercials from Super Bowl XLII over the Internet at any point during and after the game.

Has the record price and demand for Super Bowl ad space created added pressure for advertisers to perform?

The Super Bowl is the most watched television event in the world, and has been for more than 10 years. What's remarkable is that viewership numbers continue to grow as the rest of the media landscape fragmentizes. To marketers, the Super Bowl is increasingly the one chance to reach a mass audience. With advertising prices having reached $2.7MM for a single 30-second spot, or more than $86,000 per second, the pressure is on.

How have advances in digital recording posed additional challenges to Super Bowl advertisers?

There has been a significant level of debate recently over digital recording devices and their effect on the viewing of advertisements. While this technology's overall impact is still inconclusive, the data surrounding digital recording and the nature of the Super Bowl as one of the most watched live television events of all time has provided an increased demand for advertisers to capitalize on the uninterrupted audience during the game.

Why are marketers drawn to the Super Bowl in 2008? What's unique about this year's advertising/marketing landscape?

The Super Bowl is traditionally the biggest television event of the year, attracting an audience of more than 140 million viewers. In addition to this tremendous reach, the Super Bowl gives marketers access to a diverse group of consumers. In recent years, the game's audience has expanded beyond the traditional NFL fan demographic. Therefore, Super Bowl advertisements not only have the ability to reach a mass audience, but also target a number of different demographics.

Which type of marketer can best take advantage of a Super Bowl audience?

Brands that plan to launch new products can especially capitalize on the Super Bowl because it allows them to spread awareness of their product on a broad scale. However, the success of a Super Bowl ad depends on a number of key factors. First, it is important that products or services launched during the Super Bowl have a mass appeal so that the advertisements can draw a large group of consumers. Also, a brand's ads must be effective enough to relay the proper message to consumers. The ad needs to grab the viewer's attention, have a likable element, clearly illustrate what brand it represents, and give people a reason to buy the product or service.

According to the Journal of Advertising Research, advertisers are more successful at engaging their consumers when they discuss their Super Bowl commercial plans prior to game day. What are your thoughts about this strategy?

Frequent and direct contact with the target consumer is a great way to build brand awareness. By engaging Super Bowl viewers prior to game day, marketers are creating brand ambassadors in anyone who spreads the message. These additional touch points expand the number of consumer impressions the brand makes.

Who is going to be advertising at this year's Super Bowl, and what are you expecting from them?

Super Bowl XLII advertising welcomes a host of newcomers and others who have sat out in years past. Specifically, Cars.com will be airing the brand's first ever Super Bowl ad while Kraft and Audi return after a 10-year absence. Longstanding companies Anheuser Busch and Coca-Cola will return with their usual highly anticipated spots.