Expert Comment: The Super Bowl demonstrates the continued power of TV advertising

Categories: Research, Salford Business School

The Super Bowl is one of the most-watched events across the globe, and its advertising is equally as interesting as the on-field play, says Dr Rashed Khan, Lecturer in International Business and Marketing at Salford Business School.

“As the Super Bowl continues to be one of the most watched and anticipated events globally, the advertising landscape surrounding it has become equally competitive and influential. Brands invest millions of dollars in commercials and sponsorships during the game, recognizing the immense reach and engagement it offers.”

“Over 115 million people watched the 2023 Super Bowl, which saw the Kansas City Chiefs defeat the Philadelphia Eagles. This made it the most-watched Super Bowl in history and the most-watched TV show in the country ever. The 2015 Super Bowl, which saw the New England Patriots defeat the Seattle Seahawks, was the second most-watched Super Bowl in history.”

“The Super Bowl is not just an American event anymore. It has become a global phenomenon that is watched and celebrated by people all over the world. In 2003, an estimated 1.5 million people in the UK watched the Super Bowl, whereas, in 2019, that number had risen to 4.5 million.”

“The Super Bowl has evolved from being merely about football to a cultural event where the ads themselves are a major component of the show. With viewers eagerly anticipating the latest ads, advertisers have to be strategic and creative to stand out amidst the noise.”

“Brand placement and sponsorship play a crucial role in the Super Bowl experience. From halftime show partnerships to stadium branding, these collaborations not only elevate the event but also enhance brand visibility and association. For many companies, being associated with the Super Bowl represents a pinnacle of achievement in marketing and brand recognition.”

“In an era where digital marketing dominates, the Super Bowl remains a stronghold for traditional advertising, showcasing the enduring power of television and live events in capturing audience attention on a massive scale.”

“As we await final viewing figures for this year’s Super Bowl, it's evident that advertising and sponsorship continue to be integral components, reflecting the evolving landscape of media consumption and brand engagement.”

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