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2024 Super Bowl

A Parallel Play with Advertising's Measurement Challenge

Image of Patrick Mahomes and the 2024 LVIII Super Bowl; and the Role of Single-Source & Person-level Measurement in the Landscape of Super Bowl LVIII Advertising and Multichannel Strategies

Super Bowl LVIII's Advertising Dance and the Metrics Encore

The fervor among die-hard Kansas City Chiefs fans is palpable as Super Bowl LVIII approaches, and as last year’s champions need to defend their title. However, as much as it pains me (a bit of a Chiefs fan here – but not a real NFL cognoscente, by all means…), NFL experts predict that the Super Bowl will be played by one of these: 49ers, Ravens, or Bills – I still trust the Chiefs though, let’s see… As we all know, the Super Bowl, beyond being an exhilarating sports event, it unfolds as a spectacle echoing the challenges of the advertising industry in measuring AV (Linear TV, CTV (BVOD & AVOD), OLV, and even OOH).

Getting Ready for some Action: Chiefs' Playoff Campaign - "Falling for Football"

The Chiefs are gearing up for the advertising Mecca (Super Bowl LVIII) through their playoff campaign, creatively named “Falling for Football” and meticulously crafted by the Barkley agency in Kansas City. The goal is to infuse a distinctive essence into the excitement of the postseason, contributing their unique touch to the advertising landscape on the eve of the impending major games. This initiative features a campaign headlined by Hallmark movie stars Tyler Hynes and Janel Parrish. The romance-themed mock trailer not only brings humor and charm to the playoff narrative but also incorporates Chiefs Easter eggs and cameos, with star tight end Travis Kelce’s mom, Donna, playing the role of a diner waitress.

Parallelism with Advertising: Creativity in Super Bowl Commercials

Much like the Chiefs infuse creativity into their playoff campaign, advertisers aspire to deliver standout video creative during the Super Bowl. With brands heavily investing in commercials for the high-stakes event, the emphasis on storytelling becomes paramount. Whether in a romantic football trailer or a concise Super Bowl ad, the narrative plays a pivotal role in leaving a lasting impact.

Super Bowl Ad Inventory Challenge

The Unmatched Allure of Live Television: CBS' Sellout of Super Bowl LVIII Advertising Inventory.

As Super Bowl LVIII approaches, the excitement in the advertising realm intensifies, echoing the anticipation surrounding the game itself. CBS, the designated broadcasting network for the Super Bowl, has announced a notable feat—a virtual sellout of its advertising inventory, commanding an impressive $7 million for a 30-second slot. This remarkable achievement not only surpasses the previous year’s pace but also stands as a testament to marketers’ enduring interest in establishing a presence during this monumental live event, showcasing the continued relevance of Linear TV broadcasters and their role as a vital formula to keep audiences and advertisers engaged.

The unprecedented success of CBS in selling out its ad slots takes place against the backdrop of economic uncertainties, showcasing the remarkable resilience of live events like the Super Bowl within the dynamic landscape of linear television. The fact that advertisers are willing to invest heavily in Super Bowl commercials, even during challenging economic times, underscores the unparalleled reach and impact that this mega-event promises. This sustained enthusiasm from marketers further solidifies the Super Bowl’s position as a premier advertising platform, capable of transcending economic fluctuations and consistently delivering a massive and engaged audience.

Unified Measurement Challenges in Linear TV & BVOD

Frequency Conundrum: Advertisers Confront the Fragmented Landscape of Super Bowl LVIII Advertising.

The challenges of measurement take center stage, especially considering the fragmented state of media. Advertisers are currently grappling with the complexity of accessing viewers across multiple platforms and screens, which has become more intricate, chaotic, and crowded. The upcoming game will be broadcast not only on linear channels but also on platforms like Paramount+ and NFL+, intensifying the necessity for a unified and holistic measurement approach.

Paramount's Strategic Response: Pioneering Seamless Marketing Across Linear and Digital Frontiers.

In response to the industry’s concerns regarding fragmentation, Paramount has proactively launched new tools designed to navigate this intricate media landscape. These tools empower advertisers to conduct seamless marketing campaigns across the company’s linear and digital assets, spanning from CBS to Paramount+ and Pluto TV. Paramount’s “convergent optimization” offering, powered by the advanced targeting platform Vantage, enables advertisers to control frequency for viewers across different platforms.

Paramount's Forward-Thinking Vision: “Upfront Week? Not Interested”.

This strategic move aligns with Paramount’s commitment to embracing the convergence of linear and digital advertising. Paramount acknowledged the evolving nature of media consumption and explicitly stated its “no intention of going back” to the traditional TV upfront week. This forward-thinking approach not only addresses the current challenges associated with Super Bowl advertising but also positions Paramount as a pioneer in navigating the ever-changing media landscape. Advertisers can now leverage these tools for a more streamlined and integrated marketing approach, ensuring a cohesive strategy across diverse platforms and screens while preparing for the dynamic future of advertising.

Nickelodeon's Kid-Friendly Simulcast

A Branding Conundrum Amid Paramount's Simulcast, Featuring SpongeBob SquarePants' Vegas Venture for Super Bowl 2024.

Paramount’s decision to simulcast the Super Bowl on Nickelodeon introduces a new dimension, creating a conundrum for advertisers. With Nickelodeon’s Super Bowl ad sales struggling, advertisers are faced with navigating brand confusion. Despite Paramount+ units being nearly sold out, Spongebob Squarepants is set to head to Vegas for Super Bowl LVIII, adding an intriguing twist to the advertising landscape.

Advertisers Grapple with Ambiguity Amid CBS's Top-Dollar Deals and Nickelodeon's Struggle to Sell Ad Units.

The CBS parent company’s announcement of a family-oriented Super Bowl alternative on Nickelodeon has left advertisers unclear on how the simulcast will unfold. Advertisers who purchased top-dollar inventory for the game on CBS were granted a mirrored slot on Nickelodeon, with exceptions for adult categories. However, Nickelodeon’s struggle to sell ad units, estimated to be between 13 and 15, adds complexity to the decision-making process.

Paramount's Nickelodeon Game: Advertisers Tackle Uncertainty Amid Announcement Timing and Effectiveness Questions.

The timing of Paramount’s announcement and the confusion around the Nickelodeon game have created challenges for advertisers. Nickelodeon’s lower cost of around $300,000 for a 30-second spot, compared to CBS’s $7 million, adds value, but the lack of a clear push from Paramount raises questions about its effectiveness.

Despite the confusion and struggles, some advertisers recognize the value of the Nickelodeon game, viewing it as a low-cost opportunity to reach Super Bowl audiences. The majority of clients have opted to participate in both broadcasts, running the same creative across both games. However, the Nickelodeon simulcast remains an opportunity for those seeking added conversation and focus on a budget-friendly option as advertisers gear up for Super Bowl Sunday.

Branded Content & Inclusivity: Televisa Univision's Emphasis on Inclusive Branded Content Amidst Evolving Advertising Trends

In a strategic move, TelevisaUnivision sets its sights on inclusivity by televising the Super Bowl in Spanish, specifically catering to Hispanic audiences. This deliberate focus recognizes the growing importance of reaching this cohort, and advertisers are taking note. With the Hispanic demographic becoming increasingly crucial as a powerful consumer to consider, the independent unified measurement of their engagement becomes paramount. Advertisers now recognize the importance of leveraging person-level deterministic data from a Hispanic mobile panel to accurately gauge and optimize their outreach strategies.

As the advertising landscape evolves, TelevisaUnivision’s initiative not only ensures inclusivity for the Super Bowl audience but also highlights the growing emphasis on understanding and engaging with the Hispanic demographic through refined measurement approaches.

Beyond Touchdowns: Super Bowl 2024, A Tale of Creative Storytelling and Advertising Intricacies

As the countdown to Super Bowl LVIII continues, the excitement among Chiefs fans becomes palpable, drawing a parallel to the fervor within the advertising industry. Much like the Chiefs’ journey involves more than touchdowns and victories, advertisers find themselves immersed in a multifaceted narrative that extends beyond traditional metrics. The Super Bowl, with its grand stage, serves as a microcosm of the challenges prevalent in the advertising landscape. The emphasis on creative storytelling mirrors the Chiefs’ playoff campaign, where narratives go beyond the game itself. Advertisers, akin to the team’s dedicated fans, anticipate a captivating experience that goes beyond the surface, delving into the intricacies of storytelling and audience engagement.

Super Bowl LVIII as a Testing Ground for Multichannel Complexity and Dynamic Challenges

The mention of measuring diverse broadcast channels reflects the evolving nature of the advertising world. Super Bowl LVIII, broadcast not only on linear channels but also on streaming platforms, becomes a testing ground for advertisers to navigate the complexities of a multi-channel landscape. As fans gear up for the thrilling showdown, advertisers prepare for their own challenges, navigating the twists and turns presented by live events and the ever-changing dynamics of television and advertising. The Super Bowl becomes a convergence point, where the journey for both fans and advertisers transcends the conventional, promising an experience that mirrors the dynamic nature of the advertising industry itself.

Super Bowl LVIII: Advertising & Multichannel Strategies

The Role of Single-Source & Person-level Measurement in the Landscape of measuring cross-media video campaigns during the 2024 Super Bowl.

Amidst this excitement, the importance of accurate measurement comes to the forefront. In an era where advertising spans across diverse channels and platforms, the need for precise and reliable metrics becomes paramount. The evolving landscape demands advertisers to employ advanced measurement approaches, echoing the sentiments expressed in recent discussions about the challenges of fragmented media and the industry’s quest for unified measurement tools. The convergence of the Super Bowl and advertising intricacies emphasizes the ongoing transformation within the industry, where accurate measurement becomes a linchpin in navigating the complexities of live events and diverse broadcasting channels. In this high-stakes environment, advertisers seek not only touchdowns but also precise insights into the performance of their campaigns, aligning with the broader industry shift towards data-driven and audience-centric advertising strategies.

By Ian Alastair Hobkirk
By Ian Alastair Hobkirk

Digital Marketing Manager

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