Op-Ed: Bold Predictions for Super Bowl XLVI

By Kiran Aditham 

Another contribution, you say? Well, yes, it’s almost game time and our Super Bowl-related submissions continue to roll in. Next up is Joe Chasse, director of media & analytics at Virginia-based digital shop, Modea. What say you, sir?

Advertising during this week’s Super Bowl XLVI will likely be different than any other Super Bowl before. Television viewership of the Super Bowl continues on an upward trajectory and this year’s big game is expected to be the most watched in history. There’s no doubt that TV viewers have not only become accustomed to watching advertising during the big game, but also that they will eagerly anticipate it.

What’s different this year is the level of maturation with respect to advertising, both by advertisers and consumers. Advertisers have taken notice, and expect this year’s Super Bowl to be the most TV- and digitally-integrated event in history.

Some even bolder predictions for Super Bowl XLVI:

·         Super Bowl XLVI will be the highest rated and most watched Super Bowl ever, with 120MM viewers, a rating of 49 and a share of 74.

·         The automotive industry will be the biggest winner amongst advertisers. The ads will be the most ubiquitous, memorable, popular, and will transfer the most engagement to the digital space.

·         80% of Super Bowl ads will feature social and/or mobile app integration.

·         More than half of Super Bowl ads will extend the story beyond the TV, transitioning the experience to digital and directing consumers to take further action in-market.

·         The most engaging ads will integrate live, at-game ‘outcomes’ and ‘events’ into a digital experience.

·         We’ll see an increase in Cause Marketing and Corporate Responsibility-type ads, but they will only be effective if they connect with viewers on a deeper level, making them more memorable.

·         Honda’s Ferris Bueller ad will be the most popular Super Bowl ad this year. Matthew Broderick and his character Ferris Bueller are both highly likeable–Ferris Bueller is a classic icon from the 80s and will resonate with viewers.

It’s clear that advertisers have become savvier and realize it’s not enough to only broadcast a 30-second TV spot during the Super Bowl; you have to catch lightning in a bottle and generate greater value.

The Super Bowl is the ONLY time such a large audience chooses to be actively engaged with advertising; advertisers must quickly extend that audience engagement into something more tangible. Besides, consumers are more demanding than ever, and with the growth and mainstreaming of social media, consumer expectations are not just about connecting with brands. Consumers expect value well beyond the products or services they buy, and the most successful brand advertisers will deliver on that expectation.