SUPER BOWL 2013 (English version)
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The Super Bowl 2013 Strategic Planning – February 6, 2013
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Transcript of SUPER BOWL 2013 (English version)
The Super Bowl
2013
Strategic Planning – February 6, 2013
Super Bowl ?
No, Mega Bowl !
Media-wise
108.4 million
viewers watched the Super Bowl 2013 in the USA.
Nielsen
/ Méd
iamétrie / C
BS
260.000 viewers watched the Super Bowl 2013 on W9 in France
1.8% of audience share/ Vs 326.000 in 2012
3 million
Americans followed the Super Bowl live on the Internet Vs 2.1 million in 2012
The 3 last Super Bowl had an average of
47 minutes of commercials
for a 1 hour game
Economic wise
$1.85 billion
invested by brands in Super Bowl advertising over the last 10 years
Kan
tar Med
ia / Retail A
dvertisin
g and
Marktin
g Asso
ciation
/ Nevad
a Gam
ing C
on
trol B
oard
$4 million
the average price of the 30s in 2013 Vs 3.5 million in 2012
$10 billion
spent by American consumers on the Super Bowl in 2013 including 70% for food
$98.9 million
bet in Nevada’s casinos in 2013, breaking the $94.5 million
record (2006)
Web Social wise
268.000 tweets/minute posted at the end of Beyoncé’s
show
Twitter / M
ashab
le / Trend
rr
52.556.473 total activities (post, tweet, comment, like, share) during the Super Bowl 2013 in the USA Vs 17.456.217 in 2012
24.1 million
cumulative tweets posted about the Super Bowl during the game. Vs 13.7 million in 2012
Rank Brand Title # Social Media
Comments
1 Farmer 402K
2 Viva Young 321K
3 Big Game
Spot 319K
4 Brotherhood 302K
5 360
Seamless Technology
258K
The consacration of Social TV in USA
Blu
efin Lab
s
Rank Brand Title # Social Media
Comments
1 Bodywear for H&M 109K
2 It’s
Halftime in America
96K
3 Vocal
Kombat 74K
4 Man’s Best
Friend 74K
5 King’s Court 45K
Top 5 of the most commented tv ads 2012 2013
And what about France?
Tweets on air, sportscaster replaced by twitter-users, creation of special rooms dedicated to
social conversation on set…
Same thing for the 2nd screen
2013 : 5 Trends
SOCIAL MEDIA
THE SPREADING OF CROWDSOURCING
CONTROVERSIES
THE REAL TIME BOWL
LONGER COMMERCIALS
SOCIAL MEDIA
The Followers / Scriptwriters
For the 1st time in Super Bowl history, an ad was inspired by followers’ tweets
Twitter knocked out Facebook
Marketin
g Land
26 out of the 52 national ads mentioned Twitter vs. 4 mentioned
In 2012, 8 ads mentioned Twitter and 8 ads mentioned Facebook
LONGER COMMERCIALS
Ads which last…
Kan
tar Med
ia
15% 15%
11% 10%
19%
25%
2008 2009 2010 2011 2012 2013
Percentage of ads lasting 60 secondes and more during the Super Bowl
...and turn the heat up
• Brands increase the pressure around the ads really ahead of the D-Day • Others preach for the “Anticipation Bubble”, they keep everything secret
to cultivate their difference like Chrysler and its 2minutes long ads. • An effective strategy : Dodge’s ad is the most tweeted about for the Super
Bowl 2013 with 402.000 comments in 45 min.
THE SPREADING OF CROWDSOURCING
The spreading of crowdsourcing
CONTROVERSIES
Win the jackpot?
• GoDaddy also had its own controversy thanks to its ad • The website proudly claimed the day after the Super Bowl :
•+45% sales on hosting
• +40% sales on domain name
• +35% mobile clients
• +10.000 clients
Go
Dad
dy
THE REAL TIME BOWL
Blackout
The very Real Time brands...
The very Real Time brands...
Super bowl ?
No, Real Time Bowl !
Strategic Planning – February 6, 2013
