Peeks
Why This Year’s Advertising Line Up Was the Real Winner of SB LIX
by Melissa Yap3 min read
Abstract
- The majority (58%) of voters predicted Kansas City would win the Big Game, and CBS News predicted the Chiefs as a 1.5-point favorite ahead of the game. However, Philadelphia’s winning 40-22 final score proved the experts (and marketers) wrong.
- Building hype (59%) stood out as the biggest perceived opportunity for this year’s line up of SB LIX advertisers.
- When we asked what outcome would be the most valuable to you if you advertised during the Big Game, 68% of you said the opportunity to capitalize on maximized exposure and buzz.
Congrats to the Philadelphia Eagles on winning the NFL’s biggest trophy yesterday! Though, it wasn’t just the actual lineup on the field that we were laser-focused on during game day — as marketers, our eyes were on the advertising line up. Last month, we asked you to predict why this year’s Big Game advertisers were shelling upwards of $8 million for a 30-second ad spot — and what would make you do the same.
The #1 Drawcard for Big Game Advertisers: Hype
We suggested three main reasons why a brand would want to advertise during an event like SB LIX, then asked what you thought. Between boosting sales, bragging rights, and building hype, it was the latter that was a clear fan favorite among 53% of voters. The prestige of advertising during such a cultural moment was the runner up, capturing a fifth of the vote.
In true Peeks Poll form, we left the door open for you to provide some extra commentary too. Here’s what you had to say:
Maximum Exposure and Buzz Were the Most Desirable Outcomes for Big Game Spots
We asked what would be most valuable to you if you were to ever advertise during an event like the Big Game (or any cultural tentpole, for that matter). Looks like there was a strong correlation with this question, and the one above. Yet again, hype won out among 68% of voters, followed by the opportunity to generate an immediate sales / revenue boost. Meanwhile, a smaller cohort of voters (8%) recognized the impact of serving an ad on a prestige format like TV. (Hint: Subscribe to our MNTN Research newsletter to see what you’re missing out on.)
Branding, reach, awareness, and exposure were cited as other reasons. The best part of advertising on Connected TV, though, is that advertisers can achieve all of this and more all the time. When you have a prestige format like streaming TV to connect with your audience and share your brand story, every day is Big Game Day.
And to the one voter who mentioned that they wouldn’t advertise during the Big Game — could this be a question for a future Peeks Poll, perhaps?
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