Unlocking the Power of Super Bowl Advertising for Small Businesses
Advertising during the Super Bowl has become as much a part of the event as the game itself. Super Bowl commercials are among the most expensive in the world. Advertisers pay millions of dollars for only 30 seconds of airtime during the game, justifying the exorbitant price tag to get their brand in front of a massive and engaged audience.
Over time Super Bowl ads have become an integral part of American pop culture. Some commercials are remembered and discussed long after the game, becoming iconic in their own right. Everyone remembers the Budweiser Frogs, right? Or other great ones like the Google Love Story and Talking Babies from E*Trade. Companies often invest heavily in creating memorable and entertaining ads to capitalize on this cultural impact.
Although we’re all familiar with the advertising prowess of Doritos and DoorDash, it’s important to note that you don’t need their substantial budgets to secure Super Bowl airtime. There are alternative strategies for local businesses to capitalize on the Super Bowl’s advertising buzz during the game.
1: Local TV Advertising:
You can contact your local television stations that are airing the Super Bowl. Local stations may offer more affordable advertising rates compared to national networks, which is beneficial when trying to connect with your target audience. Inquire about special Super Bowl packages or deals for local businesses looking to advertise during the game. Developing strong and positive relationships with local media representatives is crucial, as they serve as the vital link in keeping you informed about valuable media opportunities.
2: Air Before or After the Game:
Advertising before or after the Super Bowl presents a strategic and cost-effective opportunity for businesses seeking to maximize engagement without the costs associated with in-game commercial spots. Leveraging the Super Bowl hype in the lead-up or aftermath allows advertisers to capture the attention of a highly engaged audience at a fraction of the price. Look specifically at pre-kick commercial breaks or during the presentation of The Vince Lombardi Trophy.
3: Online Streaming Platforms:
Explore advertising opportunities on local news websites or streaming platforms that may offer live coverage of the Super Bowl. Online advertising can be more affordable than traditional TV advertising and still reach a local audience. OTT (Over-The-Top) advertising can be a viable option for businesses aiming to secure exposure during the Super Bowl without the high costs associated with traditional TV commercials. While you may not be able to place a commercial during the live Super Bowl broadcast, you can leverage OTT advertising to target viewers who are streaming related content or catch-up highlights. This approach allows for more targeted and cost-effective advertising, reaching audiences through digital platforms.
Remember to plan your campaign well in advance and negotiate with local media outlets for the best rates and packages. Additionally, focus on creating engaging and relevant content that resonates with your local audience during the Super Bowl festivities.
Super Bowl LIX is Sun, Feb 9, 2025, in New Orleans, and while we don’t know who will make the playoffs, we do know lots of people will be watching. So begin planning today.
