Last but not least: The Americans are into football - but even more into advertising
Americans are known for being big sports fans. The annual Super Bowl is considered a special spectacle. However, as market researchers from Nielson have now discovered, more than half of viewers enjoy the advertising more than the game itself!
Admittedly, at 51%, the majority is quite narrow. Nevertheless, the result should provide an explanation as to why companies are prepared to pay 2.5 to 2.8 million dollars for a 30-second spot. (By the way: last year it was even more expensive, this year the prices for ad placements have fallen - and this is only the second time in Super Bowl history).
There also seem to be certain "signs of fatigue". According to Nielsen, Super Bowl ads have the greatest impact on TV audiences in the first quarter of the game. This is when recognition and likeability ratings are at their highest. Towards the end of the game, the level approaches that of TV commercials outside of the Super Bowl. Viewers then no longer seem to find advertising all that interesting. We can, of course, speculate about the exact reasons for this advertising fatigue...
There also seem to be certain "signs of fatigue". According to Nielsen, Super Bowl ads have the greatest impact on TV audiences in the first quarter of the game. This is when recognition and likeability ratings are at their highest. Towards the end of the game, the level approaches that of TV commercials outside of the Super Bowl. Viewers then no longer seem to find advertising all that interesting. We can, of course, speculate about the exact reasons for this advertising fatigue...
(Image: Keystone)
