The Super Bowl and Direct Marketing
The Super Bowl – the most watched event in American TV! Last year, over 150 million people tuned in to some part of the game! What does this say about people? Does it say that they like the entertainment at half time? Does it say that football is still America’s most popular sport because of it’s nature?
As a Direct Marketing Consultant, I am interested to know how targeted marketing influences people to watch events like the Super Bowl. Did the promoters of the event send out a bunch of emails to fans or did they stick to traditional advertising methods like TV. I decided to do some research to see what methods were used and how effective they were or were not.
Here is an article from Business Insider titled, “Super Bowl Marketing Failures”. The article highlights a number of examples of how the advertising for the Super Bowl were ineffective. The author sites examples like using a QR code in a TV commercial – how can people scan it? Another example is how Go Daddy used scantily dressed models to promote their service – this is prime time TV people!
Here is another article from International Business Times, titled, “Super Bowl Ratings – How many people will be watching in 2012?” This article confirms the number of viewers at last year’s game – 163 million on and off throughout the game – with an average of 111 million. This year’s game is expected to bring in 117 million viewers.
Here is one more article from Chief Marketer, titled, “Super Bowl Ads Offer ROI Measurement Challenges”. One comment that is made in the article from a College Professor is: “The astonishing thing about Super Bowl advertising is that the demand for it keeps going up despite the fact that we are in a world of online marketing and media fragmentation.” Exactly!! This is what amazes me! However, with over 100 million viewers, I can appreciate the demand for 30 second multi-million dollar TV ads!
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