It’s no surprise: Brands are leveraging social media and encouraging audiences to interact via mobile device more than ever before during the Super Bowl. Here’s some stats compiled by StarStar about the big game and how advertisers spent their dollars.
The Big Picture
With Super Bowl ads selling for about $4 million for a 30-second spot, it goes without saying that big industries are usually the big players during the broadcast. This year, 19% of the ads were bought by the automotive industry (the largest chunk), 18% by various food and beverage industry companies and 17% of the ads were for TV shows or networks. A total of 31% of the brands that bought Super Bowl spots ran more than one ad over the course of the game.
Getting Interactive
Providing viewers with a digital call to action (i.e. social media hashtags, URLs, social media icons, App Store icons) in ad spots was a big trend this year. A total of 69% of ads during the game featured a digital call to action, up from 50% a year ago. Social media hashtags were included in 41% of ads, up eight percent from 2013. Of those brands that included hashtags, 13% used more than one in their advertisements.
Going Mobile
Engaging viewers who use mobile devices was also a big trend this year. Of the 2014 Super Bowl ads that featured a web URL, nearly 85% of those sites were optimized for viewing on mobile devices, up from just 48% a year ago. This shows that brands are recognizing the power of mobile devices and making sure that their messaging is viewable across all platforms.
For the complete results, click here.
http://starstarbrand.com/wp-content/uploads/2014/02/2014-Super-Bowl-Advertising-Study_StarStar.pdf
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