Just because it’s a Super Bowl commercial doesn’t mean it’s relevant to sports marketers, so we identify, showcase and analyse the best Big Game sports spots.
We sieve through the avalanche of celebrity-fronted comic blockbusters to shine the spotlight on the Super Bowl work most relevant to sports marketers – from the NFL’s own ads and sponsor and sportswear spots, to football-themed creative and work fronted by past, present and future stars.
Super Bowl LIV kicked off on 2 February at Miami’s Hard Rock Stadium and 43 advertisers pre-released their Big Game commercials (up on last year’s 30) – including many of those in the sports space.
The game, broadcast by Fox (which charged $5.6m for 30-seconds of air time in the game between the coin toss and the end of play), reached an average audience of 102.1 million across television and digital broadcasts (including viewers on FOX and FOX Deportes, plus the digital platforms of FOX, Verizon, the NFL, and the Chiefs and 49ers).
This was the first year-over-year increase for the Super Bowl since 2015 and the 2020 game was the 10th most-watched Super Bowl ever and the 11th most-watched US telecast ever.
However, this year’s viewership remains significantly lower than the all-time, high-water mark set in 2015 of 114.4 m on NBC.
The 2019/20 regular season’s NFL viewing figures were up 5% and the average TV viewership for this season was 16.5m per game (up from last year’s 15.8m) and the regular season notched up a total of 180 million viewers.
This is good news for the league as it prepares to renegotiate its domestic media rights deals with current TV partners CBS, Fox, ESPN and NBC.
As is IEG’s recent report showing that sponsorship spending on the NFL and its 32 teams exceeded $1.47bn during the 2019-2020 season – up 5.76% year-over-year (with 350 new deals signed over the course of the season).
SUPER BOWL 2020 SPORTS SPOTS
1 – NFL 100 Super Bowl LIV ‘Take It To The House’: (See Case Study)
2 – NFL #InspireChange ‘Anquan Boldin/Corey Jones’: (See Case Study)
3 – Kia ‘Tough Never Quits’: (See Case Study)
4 – Verizon ‘Closing Time – Super Bowl 2020‘:
5 – Microsoft ‘Be The One’: (See Case Study)
6 – Lowe’s ‘Hometown’: (See Case Study)
As the 2020 presenting sponsor of the NFL’s Super Bowl Experience in Miami, we're excited to debut #LowesHometown – an idyllic NFL community featuring dwellings for all 32 NFL teams. https://t.co/EGmb83aEmU pic.twitter.com/OppP8jMyGi
— Lowe's Media (@LowesMedia) January 20, 2020
7 – Secret Deodorant ‘Secret Kicker’: (See Case Study)
8 – Google ‘A Little Help Before The Super Bowl’:
9 – Budweiser Canada ‘Whassup (Again)’:
10 – Budweiser USA ‘Ali & Ashlyn’s Story‘:
11 – Zenni Optical ‘George Kittle Super Bowl Commercial‘:
12 – Adidas ‘Pat Mahomes – Game Changer Since Day 1‘:
13 – Saucony ‘One Small Step’: (See Case Study)
14 – Nike ‘Dalia: Cambiando el Futuro‘:
15 – Fox Sports ‘Dear Football: Richard Sherman pays homage to Kobe with open letter to the sport he loves‘:
*Bonus – Oikos Yogurt ‘#YoGlutes’:
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