Instant Replay – for Super Bowl Commercials?!

For a woman uninterested in sports, the only reason to watch the Super Boring Bowl is for the commercials. I love marketing and media, and I'm always excited to see which advertisers make the most of their multi-million dollar two-minutes and twenty seconds.

For a woman uninterested in sports, the only reason to watch the Super Boring Bowl is for the commercials. I love marketing and media, and I’m always excited to see which advertisers make the most of their multi-million dollar two-minutes and twenty seconds.

Marketers know that for some audiences, Super Bowl commercials are just as interesting and important as the game itself . This year, advertisers circulated their commercials across social media sites (such as Facebook and You-Tube) before game-time. Some companies (like Snickers) posted full commercials, while others gave teaser images or snapshots to build hype and excitement for the big game. Post-game time, marketers allow commercials to be replayed instantly on their websites and across You-Tube.

What does this mean for Super Bowl fans? Well for one, it means that you could actually use the washroom during commercial break without worrying you’ll miss anything. But for advertisers, the widespread airtime means one thing: more bang for their buck.

In an interview with the Toronto Star, Business professor Kevin Wong offered his analysis of the Super Bowl ads: “A lot of [the commercials] use humor” Wong says. “Some use a bit of Jackass humor. And some use really sexy people or cute kids. It’s supposed to be a really special ad.” Wong says that the circulation of commercials on social media sites are a way that ad agencies protect their investment.

According to the Star’s business reporter Dana Flavelle, some U.S. companies spend up to $1 million creating the commercials and another $3 million for airtime on the Fox network, so it’s no wonder why advertisers want to prolong the life of their otherwise short and sweet two minutes of fame.

For me, the commercials are the only instant replay worth watching; during gametime, I don’t need instant replay to remmeber the score.