For class Thursday we had to read a lengthy article focusing on social media presence, and how social media advertising can effect television, and specifically the super bowl. Because social media is beginning to hold a lot of power in marketing and brand awareness, it has a major role in effecting consumer emotions for super bowl commercials, as well as just the consumer in general.
One thing I found interesting throughout the article is how specific advertisements may have an immediate influence on internet search activity when the TV advertisement is coming from a huge event. For example, the commercials surrounding the Olympics had immediate on and off line purchase behavior with its commercials. What I found to be most interesting about this is that the author says that the "moment of truth" feeling we talked about Tuesday almost becomes diminished. Instead of their being a moment of truth, consumers just go immediately to google as their first search. I think I found this interesting because regardless if I'm watching the olympics, the Super Bowl, or just a daily rerun of ESPN, I too just google exactly what I'm looking for after commercials have been aired and I like a product I saw. I can take this personally because yesterday I bought a pair of shoes after seeing a commercial for it and google was in fact my first search.
Another thing I found interesting was the researchers educated guesses on what would happen with the Super Bowl advertisements. Because of the high elevated status and focus on the Super Bowl and its commercials, the authors expected that social media will positively influence viewer engagement on game day, and after the game has been played. I found this to be interesting because before I continued reading to see the results I immediately agreed with what their expectations were from personal experiences with the Super Bowl, and it simply makes sense that viewer engagement would be positively influenced by the brands and commercials. The results found were that the commercials on that day overall focus on the execution of the commercial, and the brand itself. I found no surprise by this because throughout younger life in elementary school through high school, the first question teachers ask are what commercials were the best and why? This engagement is proven true as kids throughout the class remember the ones that had an influence on them, and were often big name brands that kids would remember the next day. After this part of the article it has confirmed with me that the Super Bowl still generates massive buzz with its commercials and the brands that do it right often get remembered and talked about during and post game.
The third interesting point of the article in my eyes, were the results that ended up being given from the Super Bowl. The results stated that, 60-75% more people liked watching super bowl advertisements over regular television airings, and that 23% of viewers actually said the commercials are more important then the game. The last result that stuck with me is that over 70% of people said that they pay more attention to Super Bowl commercials over regular commercials. I found these results to be so interesting because it was nothing that I was surprised about. Personally, when I watch the Super Bowl and my favorite team, the LA Chargers, aren't playing, I focus more on commercials and advertisements too. I feel that many people are like this, and if it isn't because of their favorite teams not playing, some people may watch the Super Bowl that have no real interest in who wins or football. The results showed that tweets, texts, and social media conversations hold high value when it comes to brands and their Super Bowl commercials especially when compared to regular television advertisements.
3 questions:
Is the rarity behind Super Bowl advertisements and engagements actually because of brands, or is it because of the past where people just expect to see better and more numerous commercials on that day?
With NFL T.V ratings decreasing will the buzz behind social media engagements and Super Bowl commercials ever reverse negatively? or will it continue to soar in the future?
Will a new brand ever make a commercial and make a splash on social media on Super Bowl game day or will it continue being big brands like Doritos, Pepsi etc?
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