2014 Super Bowl Commercial Preview

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Screen shot from Audi's "Doberhuahua" Super Bowl commercial.

While many of the expected 100-million-plus Super Bowl viewers will be tuning in for the game itself, others will be focused on what happens between the live gridiron action. That’s right, the commercials!

Below is a sampling of some of the many ads you can expect to see during Super Bowl XLVIII.

[[Check out some interesting Super Bowl commercial facts here]]

Audi – “Doberhuahua”:

Budweiser – “Puppy Love”:

VW -“Wings”:

Budweiser – “A Hero’s Welcome” (teaser):

Doritos – “Finger Cleaner” (Super Bowl Finalist):

Dannon Oikos – “The Spill”:

Kia – “Matrix”:

Coca Cola – “Going All The Way” (making of):

Hyundai – “Dad’s Intuition”:

CarMax – “Slow Clap”:

M&M’s – (teaser):

Jaguar – “Good to be Bad”:

A round-up of some other interesting statistics concerning Super Bowl ads follows. 

  • 71% of Americans will watch Super Bowl commercials this year, up from 68% last year, per a new Nielsen survey.
  • Funny ads are consumers’ favorite kind, according to the Nielsen survey; 95% of respondents to the VB&P survey agreed that humor makes a Super Bowl ad more memorable.
  • Kantar Media’s data indicates that the past 4 Super Bowls have had the highest amount of commercial time ever, with last year’s 51 minutes and 40 minutes of ads, commercial messages from the NFL and promotional announcements from the network the first to break the 50-minute mark. That was largely due to CBS re-airing a commercial pod that it originally aired just after the game, though. The previous high was 48 minutes and 10 seconds in 2011.
  • 15% of the ads aired during last year’s Super Bowl were 60 seconds or longer, compared to an average of 6% on a typical broadcast network.
  • Anheuser-Busch is the biggest spending advertiser over the past 5 years, roughly 50% ahead of the next-biggest spender, Pepsico.
  • First-time advertisers comprised 18% of advertisers in last year’s Super Bowl. That figure ranged from a low of 14% to a high of 27% during the 2009-2013 period.
  • While dot-com companies were more heavily represented than auto manufacturers during the 2009 and 2010 games, auto manufacturers have taken over in the past 2 years.
  • The venue sponsor MetLife is projected to earn about $10.4 million in Sponsorship Media Value from this year’s Super Bowl, according to Kantar, which translates to 6 minutes and 35 seconds of exposure during the game. For its part, Pepsi, the halftime sponsor, is expected to receive 4 minutes and 31 seconds of exposure, equating to roughly $7.2 million in Sponsorship Media Value.
  • Almost three-quarters of Nielsen survey respondents will watch the game only on a TV, however 15% will also use a smartphone, 14% a PC and 11% a tablet.
  • 33% of VB&P survey respondents said they would use a hashtag from a Super Bowl spot in social media. According to Kantar’s analysis, 41% of ads in last year’s game included a hashtag.

Fun fact to end with? According to the Census Bureau, as of July 1 2012 the populations of Seattle and Denver were almost exactly the same, with the former having just 270 more residents (0.04% more) than the latter.

Information courtesy marketingcharts.com