3 dni temu cała Ameryka była poświęcona jednemu wydarzeniu, finałowi Super Bowl. Dla niewtajemniczonych, jest to finał rozgrywek futbolu amerykańskiego. Dla większości z nas jest to nic nie znaczący mecz, ja sam również nie jestem wielkim fanem tego sportu, ale jest kilka rzeczy, o których warto wspomnieć przy okazji tego finału. Pierwszą z nich jest popularność. W zależności od źródeł, liczba widzów przed telewizorami (tylko w Ameryce)z tegorocznego finału sięgnęła ok. 112 milionów. Stanowi to prawie 50% wszystkich mieszkańców USA i jest to najchętniej oglądane wydarzenie telewizyjne w całej historii USA. Dla porównania, finał Ligi Mistrzów z 2013 roku obejrzało na całym świecie ( w ponad 200 krajach) ok. 360 milionów widzów. Owszem, jest to trzy razy większa liczba, ale nie dość, że popularniejszy sport , to mówimy tu o transmisji na cały świat.

Skoro mowa o tak dużej oglądalności, dochodzimy do drugiej kwestii, czyli pieniędzy. Nie trudno się domyśleć, że wraz z tak dużą publiką, idą w parze wielkie budżety reklamowe. Poniższa infografika najlepiej zobrazuje sytuację.

super bowl reklama

Szacuje się, że podczas finału puszczanych jest ok. 65 30-sekundowych reklam. Wg Neil Mulcahy, osoby z wyższego szczebla w Fox Sports Media Group, sieć sprzedała ok. 80% czasu reklamowego. To by oznaczało, że dzięki transmisji Super Bowl, rozrywki trwającej ledwie kilka godzin, telewizja zarobiła jakieś 200 milionów dolarów. Całkiem nieźle.

A jak to wygląda po stronie tych kupujących? Biorąc pod uwagę, że doszliśmy do momentu, gdzie 30- sekundowy spot reklamowy kosztuje 4 miliony dolarów, na miejscu tych wielkich koncernów zadałbym sobie pytanie: czy to się w ogóle opłaca, czy to ma sens? Skoro inwestują w to wydarzenie, to chyba tak. Ja jednak mam wrażenie, że większość wielkich firm, robi to, bo taki jest trend, bo robią to inni, natomiast korzyści z tego są mniejsze, niż nakłady. Ludzie z Crossmedia przeprowadzili badanie, które pokazuje co i ile się zmieniło w postrzeganiu marek, które uznały reklamę podczas Super Bowl za niezbędną inwestycję.

Super bowl i jego reklamowy potencjał

Źródło: xmedia.com

Jakie wnioski z tego płyną? 30% reklamodawców można powiedzieć, że nie zostało w ogóle zauważonych –  co najmniej 4 miliony zostało wyrzuconych w błoto, to boli! Z 70% którym to się udało, jedynie połowa osiągnęła coś więcej, jak choćby wzrost odsłon w mediach czy chęć zakupu produktów danej marki.

Podsumowując, nawet jeśli uda  ci się stworzyć reklamy, dzięki którym przebijesz się na tle konkurencji, zostaniesz zauważony i zapamiętany, to tylko nielicznym uda się to jeszcze przekuć w jakiś większy sukces biznesowy.  Czy zatem warto podjąć to ryzyko i zainwestować? Sami podejmijcie decyzję.

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