How would you assess this year’s Super Bowl – from the commercials to the halftime show to the game itself? In this changing media environment, is the Super Bowl as influential as a showcase for advertisers, performers, and the NFL as it was in the past? Limit: 13 responses
This year's Super Bowl was very exciting. There is always something special about rooting for the underdogs, which in this case were the Cincinnati Bengals. I think that having the Super Bowl held at the SoFi Stadium was a little bit unfair seeing as the Los Angeles Rams had the at-home advantage. I do understand though that the stadium has not hosted the Super Bowl since 1967. I was actually shocked at how economically beneficial the stadium and the Super Bowl in general is. According to “How SoFi Stadium Plans to Reinvent the Super Bowl Experience,” Ernest Baker stated that “the development is displacing low-income residents and independent businesses… calling it a blessing for the city that’s raised the value of surrounding homes by as much as 300%” (Baker). CEO of the Los Angeles Tourism & Convention Board, Adam Burke, has anticipated that the Super Bowl in general will “create thousands of more jobs and generate anywhere from $230 million to $475 million in economic impact” (Burke). I think this is really incredible and makes me less unsettled by the Super Bowl being held at the SoFi stadium. I think that the NFL is on the path to becoming even more influential as a showcase for advertisers, performers and the NFL more than ever. Tim Ellis, the NFL’s chief marketing officer since August 2018 told USA Today in the article “They Will Be Blown Away: NFL’s Next Step in ‘Future-Proofing’ Audience Begins with Super Bowl Ad,” that he is urgent to grow the core audiences of the NFL, specifically younger fans, female fans, and Latino fans. Ellis stated that “Im in charge of future-proofing the NFL and these are the fans of the future. If they don’t become fans and then become parents, they don’t bring others in. You can’t make a fan when they’re 34 yeards old” (Ellis). This actually resinates a lot with me as my mother grew up in Jersey and is an Eagles fan, which she passed down to my sister who is now an Eagles fan. My father grew up in New York as Giants fan in which he has passed down to me. I have noticed that pretty much all of my friends resinate with the same team as their parents.
ReplyDeleteDuring the Super Bowl, I took a lot of notes on the game itself as well as the commercials and half-time show. And yes, my friends did make fun of me for using a clipboard. I took note that in the 2nd quarter with 3 minutes and 50 seconds left, Odell Beckham Junior got hurt with a knee injury that prevented him from returning to the game. After this, the Bengals started to come back a little bit with an interception at 14:38 in the 3rd quarter. I think OBJ had a lot of pressure in this game which made me feel a little sorry for him, especially since he used to play for my favorite team the NY Giants (even though he was a bad teammate while with the Giants).According to Dade Hayes in the article, “Super Bowl Ads: Watch The Latest Spots and Teasers With Paul Rudd, Gwyneth Paltrow, Kevin Hart, & More,” the Ad Bowl’s creative side will bring out the customary flock of Hollywood states and pop-culture figures shilling for various brands” (Hayes). I took a poll from the group of friends I was watching the game with, both male and females around the age of 20-21. Most people were not happy with the commercials, but did enjoy seeing their favorite celebrities such as, Miley Cyrus, Serena Williams, and Anna Kendrick. My favorite commercial was the Caesars commercial with Eli and Peyton Manning. I was very pleased with the halftime show as we do not really see Hip Hop and rap often in the halftime shows for previous Super Bowls. According to Chuck Arnold in “Super Bowl 2022 halftime show stage wasn’t big enough for this family affair,” “With so many artists on the lineup, it was hard for anyone to stand out. But Lamar — another California native — did just that. I was expecting him to do his 2017 hit “Humble,” but was pleasantly surprised that K-Dot instead did his socially charged single “Alright” (Arnold). I actually found this funny because my mom used to be obsessed with Lamar’s 2017 hit “Humble” as it was her favorite workout song and was a little sad she did not get to see him perform it. Overall, I really enjoyed all aspects of this year’s Super Bowl from the commercials, halftime show, and the game itself.
ReplyDeleteArnold, Chuck. “Super Bowl 2022 Halftime Show Stage Wasn't Big Enough for This Family Affair.” New York Post, New York Post, 14 Feb. 2022, https://nypost.com/2022/02/13/super-bowl-2022-halftime-show-review-its-a-family-affair/.
Baker, Ernest. “How SOFI Stadium Plans to Reinvent the Super Bowl Experience.” Front Office Sports, 18 Jan. 2022, https://frontofficesports.com/how-sofi-stadium-plan-to-reinvent-the-super-bowl-experience/.
Hayes, Dade. “Super Bowl ADS: Watch the Latest, with Larry David, 'Sopranos' Reprise, Scarlett Johansson, 'Austin Powers' Cast, Zendaya, & More – Update.” Deadline, Deadline, 14 Feb. 2022, https://deadline.com/2022/02/super-bowl-ads-2022-1234924883/.
Lacques, Gabe. “'They Will Be Blown Away': NFL's next Step in 'Future-Proofing' Audience Begins with Super Bowl Ad.” USA Today, Gannett Satellite Information Network, 6 Feb. 2022, https://www.usatoday.com/story/sports/Ad-Meter/2022/02/04/nfls-super-bowl-ad-commercial-marketing/6667031001/.
Matthew Miller
ReplyDeleteI would classify this year’s Super Bowl as a success when considering the commercials, Halftime show, and the game itself. Super Bowl commercials always have a lot of hype surrounding them, and for a good reason, it is the first time they are shown. 30 second Super Bowl Commercials cost had a “Starting price of $6.5 million… No separate price for longer ads was listed, so it could be that 1-minute ads cost $14 million and even longer ones cost $21 million or $28 million.” (Hein 2022). Companies are willing to shell out a large amount of money for these commercials and advertisements because they know that tens of millions of people are watching, so there is a lot of exposure to their products. One commercial that had mixed results was the Coinbase commercial which featured a minute-long square QR code bouncing around the screen. This led to many people scanning the code, but the app went down because of the large amount of traffic on the website. Although they got many people to visit their app, there were not many people who were able to buy some amount of currency because the app crashed. Knowing that there would be a large amount of traffic, Coinbase should have prepared its app to perform better when there is an influx of traffic. Many people are on the fence regarding crypto investments but, “… showing up in an established and expensive event like the Super Bowl cultivates legitimacy and trust.” (Lau 2022). Crypto.com did an excellent job promoting themselves by using such a prominent figure in LeBron James. Ironically, the arena that LeBron James plays in is called Crypto.com Arena, so it makes sense as to why they would utilize LeBron James for their Super Bowl commercial because of the revenue he will bring in. The NFL is willing to do whatever it takes to make money which is why “Two years after winning USA TODAY’s 2020 Ad Meter title with its minute-long “The 100-Year Game” spot… the NFL has returned with another two-minute epic that incorporates traditional filmmaking, emerging technology and above all, a commitment to the league’s grand plan to “future-proof” its audience.” (Lacques 2022). The NFL is trying to make their fans more invested in the game, and if it costs billions of dollars to do so, they are more than willing to shell out the large sum of money.
Halftime shows at the Super Bowl are always highly anticipated. However, this year’s Halftime show had major expectations since many talented artists were performing. The Halftime performers for the Super Bowl do not get paid in money. Instead, they get paid with the opportunity to showcase their music on one of the biggest stages someone can perform on. Dr. Dre, who has a net worth of almost 1 billion, put up a lot of his own money to produce the halftime show. Even though the halftime performers get a lot of publicity from performing, I think it is criminal that the NFL does not pay them a single cent. The NFL is a multi-billion dollar corporation yet will not give out any money to halftime performers who attract viewers for the big game. In this changing media environment, I would absolutely say that the Super Bowl is much more influential as a showcase for advertisers, performers, and the NFL as a whole compared to the past.
Works Cited
Hein, M. (2022, February 13). Super Bowl commercial cost revealed for 2022. TV. Retrieved February 14, 2022, from https://popculture.com/tv-shows/news/super-bowl-commercial-cost-revealed-for-2022/
Lacques, G. (2022, February 6). 'they will be blown away': NFL's next step in 'future-proofing' audience begins with Super Bowl Ad. USA Today. Retrieved February 14, 2022, from https://www.usatoday.com/story/sports/Ad-Meter/2022/02/04/nfls-super-bowl-ad-commercial-marketing/6667031001/
Lau, Y. (2022, February 7). The Super Bowl is now being called 'crypto bowl' as upstart finance firms spend Millions on T.V. ads. Fortune. Retrieved February 14, 2022, from https://fortune.com/2022/02/03/crypto-super-bowl-commercials-binance/
Brandon Krikorian
ReplyDeleteProfessor Burns
14 February 2022
Weekly Blog #3
This year’s Super Bowl was a lot of things on the field and off the field. For the on-field game, it was a good game that came down to the last minute with the home team Rams winning the championship on their home field. To be fair, even though it was a close game, in my opinion, it was not a memorable game that will be remembered for years to come. That was most likely the only downside to the game but that is much better than being a terrible, boring Super Bowl. But, the game is not the only reason that hundreds of millions of people watch the Super Bowl. People tune in to watch the halftime show and to see the commercials. Starting with the commercials, this year we saw a whole new wave of sponsors who paid millions to get a time slot for the game. According to “The Super Bowl Is Now Being Called ‘Crypto Bowl’ As Upstart Finance Firms Spend Millions on T.V. Ads”, they talk about the new sponsors for this year. It is said, “Forty-percent of this year's advertisers are new companies” (Lau). Not only were almost half of the advertisers’ new companies, but those new companies are involved in the crypto business. Personally, one of the commercials that stuck with me was a commercial that featured just a QR code that was bouncing across the screen. It was an interactive ad that needed you to pull out your phone and scan the code and it took you to the company’s website. The company that did the ad was Coinbase and the commercial was so popular that it actually crashed their website since so many people scanned the code. Another crypto company that had a commercial was Crypto.com which used LeBron James as the center of their advertisement. It does help that he plays for the Lakers whose arena was just bought by Crypto.com but it also shows the importance that these companies have in order to have one of the most famous people on the planet in their commercial.
LeBron James was just one of a few incredibly famous people to show up on our tv screens as an article from Dade Hayes tells us. In the article titled, “Super Bowl Ads: Watch The Latest Spots And Teasers With Paul Rudd, Gwyneth Paltrow, Kevin Hart & More”, we get a list of stars being in commercials. The article states, “Kevin Hart demands the VIP treatment at Sam’s Club; Seth Rogen and Paul Rudd team for Lay’s potato chips; Salma Hayek and Arnold Schwarzenegger hype BMW electric vehicles; Jennifer Coolidge, Gwyneth Paltrow and Trevor Noah demonstrate Uber “Don’t” Eats; and Ken Jeong and Joel McHale debate the proper way to eat Planter’s mixed nuts” (Hayes). This just goes to show how much relevance there still is for the Super Bowl commercials and why companies are willing to pay millions of dollars just for a 30-second ad because of the reach that it had worldwide. The last thing I wanted to touch on was the halftime performance and the reactions on social media. The halftime show was highlighted by Dr. Dre, Snoop Dogg, Eminem, Kendrick Lamar, and Mary J. Blige with a surprise appearance from 50 Cent. Usually, a halftime performance involved strict hip-hop or pop, but this year was more hip-hop and rap which is a change from the past. Again, the reach that the Super Bowl has easily makes this the biggest concert of the year every year because of the hundreds of millions of people at home watching. With a new style to this year’s Super Bowl, reactions from social media were pouring in about the entire performance. From “NFL, Music Fans React to Super Bowl LVI Halftime Show”, they showed multiple celebrity tweets about the performance. Celebrities such as Lady Gaga, John Legend, Kerry Washington, and LeBron James all tweeted how it was one of the craziest and best halftimes they have ever seen. That was only a few celebrities but there were dozens more and thousands more just from normal people on Twitter. So, I would say that the reach that the Super Bowl offers is still as relevant and important than it has ever been in the past.
DeleteHayes, Dade. “Super Bowl ADS: Watch the Latest, with Larry David, 'Sopranos' Reprise, Scarlett Johansson, 'Austin Powers' Cast, Zendaya, & More – Update.” Deadline, Deadline, 14 Feb. 2022, deadline.com/2022/02/super-bowl-ads-2022-1234924883/.
Lau, Yvonne. “The Super Bowl Is Now Being Called 'Crypto Bowl' as Upstart Finance Firms Spend Millions on T.V. Ads.” Fortune, Fortune, 7 Feb. 2022, fortune.com/2022/02/03/crypto-super-bowl-commercials-binance/.
Selbe, Nick. “NFL, Music Fans React to the Super Bowl LVI Halftime Show.” Sports Illustrated, Sports Illustrated, 14 Feb. 2022, www.si.com/extra-mustard/2022/02/14/super-bowl-halftime-show-fans-react-kendrick-lamar-snoop-dogg-eminem.
Shannon Goria
ReplyDeleteI personally would assess this year’s Super Bowl as a success. Superbowl Sunday has been viewed almost as a national holiday for many years, bringing individuals together to watch the two best football teams play one another, while making a party out if it. With NBC expecting around 100 million Americans to watch the event, they charged nearly $7 million dollars for each 30 second commercial. As a result, “more than 50 international brands forked out that astronomical sum, and the companies clamored to stand out in a very crowded field (Court, 2022). Many of the ads used A-list celebrities to increase their popularity including Dolly Parton and her goddaughter Miley Cyrus appearing in a T-Mobile commercial with Zendaya helping gain attention for Squarespace. I can even admit that commercials with some of my favorite celebrities as well as my friends’ favorite celebrities immediately grabbed our attention which goes to show that using these A-list celebrities did have a significant impact. With this changing media environment, the Super Bowl is certainly as influential mow as a showcase for advertisers, performers and the NFL as it used to be as they have found that “time spent with NFL social content…is up 49% year-over-year, and 56% over pre-pandemic 2019” (Lacques, 2022). Not only is this a good sign, but “Ellis says internal data indicates the NFL has for the first time surpassed the NBA in younger audience metrics (Lacques, 2022). This is important to indicate as this focus towards the younger audience aids the development of a dedicated fan base over time. As media use increases, this will only benefit the Super Bowl’s power and influence as people will be able to view it on even more platforms and become more involved than ever before!
I also found the halftime show to be very cool as they brought in older artists, particularly that made practically made the start of how hip hop and RB&B is today. It also appealed to multiple age groups and generations as those artists were older but still relevant towards what individuals listen to today. I thought that Dr. Dre, Snoop Dog, and Kendrick Lamar all dominated the stage and did a fantastic job working together! I thought the house that they used to perform looked amazing and that the whole performance truly came together by incorporating 50 Cent and Anderson Paak as well as Mary J. Blige who seemed to go together perfectly! The $5 billion dollar stadium in which the game took place has been racking in the money now with the Super Bowl and Rolling Stones concerts as well as youth football championships. “The Super Bowl alone is anticipated to create thousands of more jobs and generate anywhere from $230 million to $475 million in economic impact,” says Burke (Baker, 2022). This alone is only part of the revenue the stadium is making. This astronomical amount of money proves that the Super Bowl truly is helping the nation and proving to benefit and influence the country in a positive way.
Works Cited
Court, A. (2022, February 14). The Best Super Bowl 2022 commercials: The ads that scored a touchdown. New York Post. Retrieved February 14, 2022, from https://nypost.com/2022/02/14/the-best-super-bowl-2022-commercials-top-ads-from-the-game/
Lacques, G. (2022, February 6). 'they will be blown away': NFL's next step in 'future-proofing' audience begins with Super Bowl Ad. USA Today. Retrieved February 14, 2022, from https://www.usatoday.com/story/sports/Ad-Meter/2022/02/04/nfls-super-bowl-ad-commercial-marketing/6667031001/
How SOFI Stadium plans to reinvent the Super Bowl Experience. Front Office Sports. (2022, January 18). Retrieved February 14, 2022, from https://frontofficesports.com/how-sofi-stadium-plan-to-reinvent-the-super-bowl-experience/
Gage Kilborne 1
ReplyDeleteI overall thought that the Super Bowl was a big success. The game itself went to the wire, the commercials were pretty entertaining, and the halftime show was considered successful. Some of the ads that became a big success were Kia's new Electric Car, Rocket Mortgage's Barbie Commercial, The Jones' race, and the NFL commercial to name a few(Suter). These commercials proved to be more memorable and more talked about compared to last year's commercials. I for one believe that this Super Bowl was able to regain the numbers that Super Bowl LV lost last season. According to AS's article on the Super Bowl LVI ratings, they believe that they broke Super Bowl XLIX's numbers of viewers watched by having over 117 million(Roche). This was a big jump from last year's game when under 100 million tuned in to the big game.
Another big reason why the Super Bowl was a big success was because of its location. It was the first time since 1997 that Los Angeles hosted the Super Bowl and it helped improve the Super Bowl Atmosphere. The main reason why SoFi Stadium was created was to host big events such as the Super Bowl and the College Football Playoff National Championship(Baker). Since Los Angeles is home to the largest media market in the country and possibly the world. Comparing this to Tampa Bay, where the Super Bowl was held last year, LA was able to provide a lot of media attention to the game.
Gage Kilborne 2
DeleteThe Super Bowl is changing as an influential showcase for advertisers, performers, and the NFL compared to where it used to be. The spectacle of the Super Bowl shows that advertisers want to pounce on the opportunity of getting their names out on the big screen. The performers are able to take a step forward in their careers when they perform at the halftime show of the Super Bowl. This year it was performed by Dr. Dre, Snoop Dogg, Kendrick Lamar, Eminem, Mary J. Blige, and 50 Cent. These artists provide an extra level of entertainment in the entertainment capital of the world and give non-football fans something to talk about during the game.
It has gotten to a point when the Super Bowl has changed from being the NFL Championship Game to a dramatic film. This demonstrates that the NFL has used its tools to make a sport nobody traditionally cares about into an all-day event where friends and families throw parties to watch the game. Pre-game coverage of the event now takes the whole day, not just 60 minutes before the start of the game. Many social media accounts create unique ways to make predictions for who they think is going to win.
Overall, this Super Bowl gave us a great sense and idea for what should be expected in the coming years for future Super Bowls. I would not be surprised if they give everyone the day off from work on the following Monday to celebrate the occasion just like a normal holiday.
Emily Sweeney
DeleteThis year's Super Bowl seemed to be a success on all cylinders. The commercials were creative and successful, the half-time show captured the audience, and the game was a close and very stylistic viewing of the sport. When the clock wound down on the final seconds of the Super Bowl, my friends and I were very pleased with what we had witnessed. I believe that the Super Bowl is still as influential as a showcase for the advertisers, performers, and the NFL as it has been in the past even in this new changing media environment..
According to Gabe Lacques in a USA Today article, “For the NFL, there’s no such thing as too much – be it billions of dollars in revenue to capture, games to stretch into a schedule, prime-time TV windows to dominate and more millions of fans to bring into what’s increasingly become the only foolproof entertainment option in an increasingly cluttered landscape” (Lacques). In the minds of many people, the Super Bowl is the one media event that stands above all of the clutter and remains strong. It almost depicts the Super Bowl as Mount Olympus; above everything else. I agree with Lacques and I think that the pedestal that the Super Bowl has been placed on is a large part of why it will remain influential for all parties involved whether it be the performers, athletes or advertisers. The Super Bowl is something that simply cannot be destroyed.
Gage Kilborne 3
DeleteBaker, Ernest. “How SOFI Stadium Plans to Reinvent the Super Bowl Experience.” Front Office Sports, 18 Jan. 2022, https://frontofficesports.com/how-sofi-stadium-plan-to-reinvent-the-super-bowl-experience/.
Martin, Hugo. “How Much Money Will the Super Bowl Bring to L.A.?” Los Angeles Times, Los Angeles Times, 28 Jan. 2022, https://www.latimes.com/business/story/2022-01-28/super-bowl-2022-los-angeles-flights-hotels-omicron-economic-impact.
Roche, Calum. “How Many People Watched the 2022 Super Bowl LVI?” AS.com, AS En, 14 Feb. 2022, https://en.as.com/en/2022/02/14/nfl/1644803639_943586.html.
Suter, Rick. “The Top 10 Super Bowl 56 Commercials, According to USA Today Ad Meter.” USA Today, Gannett Satellite Information Network, 14 Feb. 2022, https://admeter.usatoday.com/lists/top-10-super-bowl-commercial-spots-according-to-usa-today-ad-meter/.
Diving deeper into the advertisements in this Super Bowl, they were for the most part entertaining, engaging, and works of art. USA Today Ad Meter described the advertisements in a concise and effective manner by saying, “The breaks in the action were like an abbreviated movie marathon, with big-name celebs, stunning productions, and overall creative efforts that kept our collective eyes glued to the screen” (Suter). Some of the Super Bowl Advertisements were so effective that they created chaos for the company who made them. One commercial that was the most successful among the people I watched the game with, was Coinbase’s advertisement. The ad featured a colorful QR code that would bounce around the screen and just narrowly miss the perfect corner just like the DVR symbol used to do in the main demographic for the Super Bowl’s youth. My friends' eyes were glued onto the screen and they all scanned the code in order to find out which company was smart enough to pull off this ad. Once they used the code it took them to a special Coinbase offer. The amount of success was apparent when it caused chaos for the Coinbase app. Chaim Gartenberg described the chaos that occurred in article by saying, “ The offer is a limited time one, with new customers having until February 15th to get the $15 promotion — something that may be an issue, as Coinbase’s app is currently down, presumably due to the massive influx of traffic from the clever ad” (Gartenberg). The advertisement brought in more traffic than anticipated from the Super Bowl and the app seemingly could not handle it. That is a representation of the success the Super Bowl had for the advertisements and it also shows that a substantial amount of people are still watching the big game proving that it is influential for the NFL and the performers who show off their talents in their show. Overall, the Super Bowl this year was successful, entertaining, engaging and an overall influential experience for anyone who was a part of the event or just a spectator.
ReplyDeleteWorks Cited
Gartenberg, C. (2022, February 14). Coinbase's bouncing QR Code Super Bowl ad was so popular it crashed the app. The Verge. Retrieved February 15, 2022, from https://www.theverge.com/2022/2/13/22932397/coinbases-qr-code-super-bowl-ad-app-crash
Lacques, G. (2022, February 6). 'they will be blown away': NFL's next step in 'future-proofing' audience begins with Super Bowl Ad. USA Today. Retrieved February 15, 2022, from https://www.usatoday.com/story/sports/Ad-Meter/2022/02/04/nfls-super-bowl-ad-commercial-marketing/6667031001/
Suter, R. (2022, February 14). The top 10 Super Bowl 56 commercials, according to USA Today Ad Meter. USA Today. Retrieved February 15, 2022, from https://admeter.usatoday.com/lists/top-10-super-bowl-commercial-spots-according-to-usa-today-ad-meter/
Cat Weber
ReplyDeleteThis year’s Super Bowl was different from the past or at least it was projected by the industry. The Super Bowl not only having the LA Rams playing but hosting the game in Los Angeles brought a lot of attention to the game that has been lacking over the past few years. TMZ highlights ‘Jennifer Lopez, Ben Affleck, Olivia Rodrigo, Charlize Theron, Kevin Hart, The Rock, Matt Damon, the Biebers and Kendall Jenner were all front and center’ (Staff, TMZ) along with so many more celebrities. The biggest news this weekend in celebrity culture was Kanye West going on and on with Instagram posts bashing anyone who has not supported him or has supported his children’s mother Kim Kardashian. And of course, Kanye was at the Superbowl sitting next to his and Kim’s first daughter North and for added attention he was wearing a full-face ski mask in Los Angeles in the afternoon at a Football game. But it brings attention to the event, who is there, who is supporting what team etc. The location of the game and team made this Super Bowl more interesting in the celebrity sense. This is a parallel to the commercials that were shown this year as well. Anna Kedrick for Barbie and Rocket Mortgage, Manning brothers for Pepsi and Lays, Ryan Reynolds, Miley Cyrus, ‘the Joneses’ and the list goes on and on. I think this made it more appealing and interesting to watch the commercials with the number of celebrities involved. Though the advertising content was not very entertaining besides who was involved, it bodes well for the advertisers.
The Super Bowl is known for the commercials, people watch and pay attention to them because they are new and usually different. That is the appeal of Super Bowl Commercials, so the advertisers must create content that is going to create buzz and be memorable. It was executed well with the number of celebrities and there was ‘more of a comedic tone’ (Hayes).
The Super Bowl is still the perfect place to showcase new advertisements because it is still a widely watched event and reaches different audiences around the country. This year’s Super Bowl Halftime show was great compared to other years. “Best halftime show - Ever!” (Barlette). The performers were different from your typical pop artists that have performed in the past. The performers were from a different generation of music and different from the performances & performers there had been in the past.
The Super Bowl has struggled to maintain that status of being the most watched event of the year post pandemic, but this year seemed different. The advertisements, the performers and maybe not so much the game itself because of my own geographic location \ bias for another team not playing. This event can still reach all kinds of audiences which is exactly what an advertiser wants. Recognition for the performers also goes well for the league and the artists themselves. Having Dr. Dre, Kendrick Lamar, Mary J. Blige, Eminem and 50 Cent are not a typical combination of artists for this event, also the music genre is different. This is a great event to show this side of the music industry. The artists also appealed to a large group of people. Most people knew who these performers were as well as their songs. In the past, the Super Bowl has struggled with keeping up with decline in linear TV, information access elsewhere, overall loss of viewership but it is still an amazing opportunity for advertisers and performers to showcase their work. And of course, the football teams that are playing too.
Part 2
ReplyDeleteBarlette, Kristi Gustafson. “Poll: Was That Really the Best Halftime Show Ever?” Times Union, Times Union, 14 Feb. 2022, https://www.timesunion.com/kristi/article/Poll-Was-that-really-the-best-halftime-show-ever-16917408.php.
Hayes, Dade. “Super Bowl ADS: Watch the Latest, with Larry David, 'Sopranos' Reprise, Scarlett Johansson, 'Austin Powers' Cast, Zendaya, & More – Update.” Deadline, Deadline, 14 Feb. 2022, https://deadline.com/2022/02/super-bowl-ads-2022-1234924883/.
Staff, TMZ. “Celebrities Jam into SOFI at Super Bowl LVI, Beyonce, Drake, Kanye, Etc..” TMZ, TMZ, 14 Feb. 2022, https://www.tmz.com/2022/02/14/stars-super-bowl-lvi-celebrities-sofi-beyonce-drake-kanye/.
Suter, Rick. “The Top 10 Super Bowl 56 Commercials, According to USA Today Ad Meter.” USA Today, Gannett Satellite Information Network, 14 Feb. 2022, https://admeter.usatoday.com/lists/top-10-super-bowl-commercial-spots-according-to-usa-today-ad-meter/.
Joey O’Donoghue
ReplyDeleteThis year’s Super Bowl was absolutely a success. The game was close, and a few notable players finally won their Super Bowl ring on Sunday. The halftime show was great and featured many well-known performers. In addition, I have not seen much negative feedback on social media regarding this year’s halftime show, which is incredibly difficult to do in today’s climate. In fact, all the negativity has been directed toward the Bengal’s cornerback Eli Apple after the game. Poor guy. And finally, and this is where I will focus the most on, the commercials were above average and generated lots of intrigue. In this changing media environment, I would argue the Super Bowl has become even more influential for advertisers. According to an article by Yvonne Lau, “NBC has sold all of its commercial time for the upcoming game—with the network asking as much as $7 million for a 30-second spot, up 27% from last year. Forty-percent of this year's advertisers are new companies” (Lau, 2022). This says a lot about the power of airing a particular commercial during the Super Bowl. The fact that the dollar amount asked for is still growing shows how influential this airing can be. The game provides an opportunity like no other, where there is a widely accepted narrative and reputation that Super Bowl commercials are the best. Heck, certain individuals tune in to the Super Bowl SOLELY for the commercials. This is an incredible opportunity like no other, hence why the price has gone up, and new companies are desperate to get their hands on a spot as it is truly one of the best ways to market their brand.
Joey O'Donoghue Continued
DeleteOne commercial that I want to highlight to further display the Super Bowl’s influence and the strategies of new companies is the coinbase commercial. On the surface, a simple bouncing QR code, yet it’s taken the world by storm. According to an article by Janet Nguyen, “Coinbase spent nearly $14 million on this commercial…the landing page had more than 20 million hits in one minute” (Nguyen, 2022). The marketing in this commercial was genius. A majority of Super Bowl parties had guests taking out their phones to scan the QR code, while it also related to an old, nostalgic, entertaining concept of the bouncing image trying to hit the corner of the screen. Additionally, “Coinbase has shot up from 186th place to second for downloads in the App Store since last night” (Gailey, 2022). The success and viewership generated from this commercial, after spending $14 million on the advertisement, is mindblowing and truly puts in perspective the power and influence of having a commercial aired during the Super Bowl. And the viewership that comes with the Super Bowl due to the many reasons stated above is truly remarkable. According to The Power of Sports by Micharl Serazio, “Super Bowl XLVIII set a record with 112 million viewers, which was broken only by Super Bowl XLIX, naturally, which saw 114 million Americans tuning in” (Serazio, p.14, 2019). This one game brings in around 100 million viewers annually, football fans and non-football fans, allowing for one of the best marketplaces for commercials known to the world.
References
Gailey, A. (2022, February 14). Coinbase jumped into no. 2 app store spot after Super Bowl AD. what investors should know | nextadvisor with time. Time. Retrieved February 15, 2022, from https://time.com/nextadvisor/investing/cryptocurrency/coinbase-super-bowl-ad-free-bitcoin-crypto/
Lau, Y. (2022, February 7). The Super Bowl is now being called 'crypto bowl' as upstart finance firms spend Millions on T.V. ADS. Fortune. Retrieved February 15, 2022, from https://fortune.com/2022/02/03/crypto-super-bowl-commercials-binance/
Nguyen, J. (2022, February 15). How much did cryptocurrency companies Shell Out for Sunday's Super Bowl ads? Marketplace. Retrieved February 15, 2022, from https://www.marketplace.org/2022/02/14/how-much-did-cryptocurrency-companies-shell-out-sundays-super-bowl-ads/
Serazio, M. (2019). The power of sports: Media and spectacle in American culture. New York University Press.
Jason Vent
ReplyDeleteBlog 3
This years Super Bowl was one that I will remember forever, not particularly because of the game itself but because the entire viewing experience was tailored to the new age of viewers with an infamous rap performance in the halftime show and a variety of commercials that instilled many emotions in the viewer. The Bengals and the Rams are not the two teams that I would’ve like to see in the big game because the Bills were robbed in overtime of a chance to prove themselves but the entire viewing experience in general was very memorable with all the extras that the league chose to fill the breaks in the game with. I think the game helped the NFL more than ever as it was hosted by the Rams in Sofi stadium that’s complex spans almost 300 acres and brought thousands of jobs and “anywhere from $230 million to $475 million” to the economy of the city of Los Angeles (Baker). The new $5 billion stadium has hosted plenty of the world’s biggest stars and events since it opened in September of 2021 and playing host to the Super Bowl helped it and the city bring so much money and attention to the sport and the personalities who filled the games breaks in commercials and the rap halftime show. “After several years of grappling with an assortment of racial controversies, the NFL likely wanted credit for showcasing Black music” in a halftime show that presented some of the worlds largest and most well-known hip-hop artists after years of pop artists gracing the world’s biggest stage (Caramanica). The halftime shows captivated millions of viewers and was capped of by Eminem kneeling at the end of the performance in solidarity with the black community as first seen by Colin Kaepernick years prior when he protested the national anthem in an NFL game in support of the black community against police brutality. The commercials are also a spectacle that many people look forward to every year with plenty of the movie industries biggest stars gracing the screen including Seth Rogen and Paul Rudd in a Lays commercial that has since come in at number 6 on the USA Today Ad meter rating chart that ranked the top ten country favorite commercials just a day after the big game (Suter). This super bowl is debatably the most talked about one in my lifetime and I believe that the league has benefitted more than ever by hosting it in LA at the new stadium and having a well-liked group of artists perform at the halftime show. The commercials did not disappoint either and generated a vast amount of attention and revenue for companies who were lucky enough to get a spot in the star-studded lineup of actors, actresses, and personalities who joined in the creative fun of the game by helping companies reach viewers in their Super Bowl ads. I think this year’s super bowl was just as, if not more influential than years prior as it showcased the new era of the NFL and got many people involved in the viewing experience whether it be celebrities, rap artists, the city of LA, or the regular viewer like you and I.
Baker, Ernest. “SoFi Stadium Wants to Reinvent the Super Bowl Experience.” Front Office Sports, 18 Jan. 2022, frontofficesports.com/how-sofi-stadium-plan-to-reinvent-the-super-bowl-experience.
Caramanica, Jon. “Rap Takes Over Super Bowl Halftime, Balancing Celebration and Protest.” The New York Times, 14 Feb. 2022, www.nytimes.com/2022/02/13/arts/music/super-bowl-halftime-show-review.html.
Suter, Rick. “The Top 10 Super Bowl 56 Commercials, According To.” USA TODAY Ad Meter, 14 Feb. 2022, admeter.usatoday.com/lists/top-10-super-bowl-commercial-spots-according-to-usa-today-ad-meter.
I would assess this year’s super bowl as an overall success but also slightly underwhelming. There is no doubt that many people were looking forward to this Super Bowl in particular as there were many factors that drew viewers in crowding around their TV’s. First, the Super Bowl was in Los Angeles in the new SoFi stadium and the Los Angeles Rams were one of the competing teams automatically having a at home advantage. According to the article “How much money will the Super Bowl bring to L.A.” by Hugo Martín “although fewer visitors from out of town will be drawn to Los Angeles if the Rams move on to play in the Super Bowl, experts point out that SoFi Stadium, with 70,240 seats, is sold out already and many of the largest hotels are already fully booked” (Martín). People were intrigued to see if this would be true, which ultimately it ended up being true with the final score and the Los Angeles Rams taking home the trophy. Second, the Cincinnati Bengals and Joe Burrow were the underdogs and with Joe Burrow having a lot of fans, that definitely brought in a crowd. Like every year, the Super Bowl is popular because of the commercials and the halftime show. There are new performers each year and new commercials and viewers are eager to see who is in these commercials and what they have come up with to top last years. I however, thought the commercials were slightly underwhelming as well as the halftime show. There have been more outstanding halftime shows in the past and in my opinion, this wasn’t one of them. For the game itself I thought it was a pretty good game that came down to the very last minute with the Rams ultimately taking the win. OBJ got injured and so did Joe Burrow but that didn’t stop either team from doing their best as reflected in the close score. The closer the score the more anxiety you feel.
ReplyDeleteIn this changing media environment, I believe that the Super Bowl is definitely as influential as a showcase for advertisers as it has been in the past. Every year advertisers look forward to the Super Bowl as advertisements have become a huge part of the Super Bowl’s success and the new advertisements bring in plenty of viewers. The commercials were even more interesting this year with advertisers bringing back the QR codes and the push for Crypto currency. According to “The Super Bowl Is Now Being Called ‘crypto Bowl’ As Upstart Finance Firms Spend Millions on T.V. Ads” by Yvonne Lau “The Super Bowl moment has a particular value that just doesn’t exist elsewhere and for newer companies like cryptocurrency exchanges, which are less established and traditionally seen as riskier, a Super Bowl ad could offer an invaluable return on investment, marketing experts say” (Lau). “The Super Bowl is ultimately the best way for those smaller, lesser-known brands to generate awareness. Companies need to create awareness, engagement, and build consumer trust especially as crypto investments are known to be risky. Showing up in an established and expensive event like the Super Bowl creates a sense of legitimacy and trust” (Lau). Because there is such a large audience it is certain to bring in high risk and high reward for brands like crypto.
Not only are the advertisements as influential as a showcase in this changing media environment as it has been in the past year but so is the performers. According to the article “How Super Bowl halftime show headliners are chosen and why they work for free” by Evan Santiago “Artists like Dr. Dre and Snoop Dogg were at the forefront of the West Coast hip-hop revolution, so to be able to bring them back to L.A., where it all began alongside Eminem, Mary J. Blige and Kendrick Lamar will prove to be an epic, unforgettable celebration of the impact hip hop has today” (Santiago). Even if a statement isn’t made headliners are sure to find revenue. For example, J-Lo and Shakira both saw spikes in their music streams after their 2020 Super Bowl LIV performance. Shakira saw a 203% increase in streaming while J-Lo a 335% increase (Santiago). As you can see, many factors play into the success of each year’s Super Bowl and it will be a continued success for years to come.
ReplyDeleteLau, Yvonne. “The Super Bowl Is Now Being Called 'Crypto Bowl' as Upstart Finance Firms Spend Millions on T.V. Ads.” Fortune, Fortune, 7 Feb. 2022, https://fortune.com/2022/02/03/crypto-super-bowl-commercials-binance/.
“How Much Money Will the Super Bowl Bring to L.A.?” Los Angeles Times, Los Angeles Times, 28 Jan. 2022, https://www.latimes.com/business/story/2022-01-28/super-bowl-2022-los-angeles-flights-hotels-omicron-economic-impact.
Santiago, Evan. “How Super Bowl Halftime Show Headliners Are Chosen and Why They Work for Free.” Charlotteobserver.com, 14 Feb. 2022, https://www.charlotteobserver.com/charlottefive/c5-people/article258383208.html.
Blog 3
ReplyDeleteThis year’s Super Bowl was definitely exhilarating. It kept you on your toes until the last quarter. I watched this year’s game at home with a wide range of ages, so there were a lot of different opinions on the halftime show, commercials, and game itself. As a whole, I think the Super Bowl will forever be one of the most-watched things on TV. Each year people gather and treat this Sunday as its own holiday, my family included. To this day, I think that the Super Bowl is beneficial for advertisers, performers, and the players themselves. According to CNBC, Jabari Young wrote an article called, Super Bowl predicted to have the hugest audience yet — and record bets, too “The viewership projection comes from data analytics firm PredictHQ, which estimates the National Football League’s championship game will attract 117 million viewers on NBC’s network, the host of this year’s Super Bowl. That would be an increase of 21% compared to the 2021 Super Bowl, which attracted 96.4 million viewers, the NFL’s lowest audience since 2007.” (Young) The Super Bowl brings in people for many different reasons. Even if it's not your favorite team playing, there's still an attraction to it.
Each year the Super Bowl brings in millions of dollars between the players, performances, commercials, and fans. Fighting for commercial spots has been a game itself for years. These companies pay billions for a 30-second ad just because they know how many people are watching. The article, The Super Bowl is now being called ‘Crypto Bowl’ as upstart finance firms spend millions on T.V. ads by Yvonne Lau, describes the Super Bowl as the “best vehicle” for smaller companies to infiltrate awareness to the company, “With the potential to reach over 100 million viewers, the "big game is a high risk [and] high reward competition for brands... [to] score the most audience attention in the shortest amount of time," (Lau). I believe even when the media itself changes, the Super Bowl will be as famous and beneficial. The article itself questions why people pay this much but states that a fight for the spot goes up each year. My favorite commercial of the game was from Budweiser, and I think it really embodies what it means to be American. As football is America's number most-watched sport, Budweiser did an excellent job creating this commercial.
ReplyDeleteThe half-time show is another significant part of the Super Bowl that people are excited about. Each year major celebrities get to perform and turn the field into their stage. This year's show was my personal favorite, with 5 of the most iconic hip-hop legends. I thought the concept was amazing, and they all blended. These half-time shows are for people like me who don’t watch football but watch the Super Bowl.
This year’s stadium and location mixed really well with the half-time show. With most of the performers born and raised in L.A., it made it more personable. Even though SoFi stadium is where the LA Rams play all season, it still brought in an enormous amount of people and money to the surrounding businesses. The hotels, restaurants, and local shops are fully booked, generating money and jobs for people. According to the article by Hugo Martin in LA Times, “Weinstein’s so-called economic impact study projects the Super Bowl will generate up to $477.5 million in benefits, coming from an estimated 150,000 out-of-town visitors who are expected to spend up to $350 per night on hotel rooms and $300 per day on other things. As much as $22 million in taxes will flow into local and state coffers” (Martin). This number will continue to grow as prices rise. Overall, I believe that the Super Bowl will forever be a robust investment for everyone involved.
ReplyDelete“How Much Money Will the Super Bowl Bring to L.A.?” Los Angeles Times, Los Angeles Times, 28 Jan. 2022, https://www.latimes.com/business/story/2022-01-28/super-bowl-2022-los-angeles-flights-hotels-omicron-economic-impact.
Lau, Yvonne. “The Super Bowl Is Now Being Called 'Crypto Bowl' as Upstart Finance Firms Spend Millions on T.V. Ads.” Fortune, Fortune, 7 Feb. 2022, https://fortune.com/2022/02/03/crypto-super-bowl-commercials-binance/?tpcc=nldatasheet.
Young, Jabari. “Super Bowl Predicted to Have the Hugest Audience Yet - and Record Bets, Too.” CNBC, CNBC, 8 Feb. 2022, https://www.cnbc.com/2022/02/08/super-bowl-predicted-to-have-the-hugest-audience-yet-predicthq.html.
Dylan Sommer Part 1
ReplyDeleteIn my opinion, this year’s Super Bowl was a success in all areas. The game came down to the wire, the commercials were entertaining and engaging, and the halftime show is considered to be one of the best in Super Bowl history. According to Deadline.com, “NBC and the NFL are likely doing cartwheels in the end zone with Sunday’s Super Bowl LVI delivering a whopping 112.3 million viewers…the 2022 Super Bowl is up over the TAD for 2021 Super Bowl by just over 16%” (Patten). Unlike the 31-9 blowout from the previous year, the game was close throughout and had multiple storylines going into the game. If the Rams won, Quarterback Matthew Stafford, Defensive Tackle Aaron Donald, and Wide Receiver Odell Beckham Jr. would all get their first Super Bowl rings of their long-tenured careers. Meanwhile, if the Bengals won, Quarterback Joe Burrow would have won the Super Bowl only after severely injuring his leg the year prior and the Bengals would have their first-ever Super Bowl title. Furthermore, it was a battle between young head coaches who formally worked together. Rams coach Sean McVay hired Zac Taylor as his assistant wide receivers coach a couple of years back. Now, McVay and Taylor would meet on opposite sidelines for the most important game of the year. Both the Rams and Bengals played their hearts out on the field throughout the contest and the Rams escaped with the win with only 40 seconds left to go in the game.
As for the commercials, I also thought that they took a big step up compared to last year. In 2021, many companies decided to hold out on commercials because they were still dealing with COVID-19 concerns. However, companies reverted back to pre-COVID times this year and went all out with commercials. For example, the General Motors commercial brought Dr. Evil and his minions to the Super Bowl stage. In a Deadline article, it says “as for the Ad Bowl’s creative side, it will bring out the customary flock of Hollywood stars and pop culture figures…packing multiple names into the frame. An Austin Powers cast reunion imagines how General Motors can help Dr. Evil do good….so that he can do more evil” (Hayes). This commercial stood out to me because it was creative and conveyed the message well. Other companies also capitalized on the opportunity as they had stars from Anna Kendrick to Larry David.
Dylan Sommer Part 2
ReplyDeleteTo top it all off, the Super Bowl halftime show was one for the ages. Western hip-hop and rapper legends took center stage and put on a performance that highlighted each one of their careers. In particular, the show focused on famous producer and musician, Dr. Dre. He was responsible for helping bring all the other Super Bowl performers up from the bottom. Dr. Dre wrote and/or produced almost all of the songs that were in the show. With that, his musical genius was brought to life once again along with all the other performers.
Overall, I think that the Super Bowl was as influential as a showcase as in years past. The game, commercials, and halftime are all planned to get people invested in the Super Bowl as a whole. According to USA Today, it says “we have to grow our core audiences- younger fans, female fans, and Latino fans” (Lacques). The NFL is trying to make the Super Bowl turn into a holiday that everyone can enjoy. Furthermore, with the 16% increase in viewership for Super Bowl LVI, the Super Bowl is getting more attention than ever before and still influences people throughout the country.
Works Cited
Patten, Dominic. “Super Bowl Total Viewership Tops 112 Million for NBC & NFL with L.A. Rams' Hometown Win – Update.” Deadline, Deadline, 15 Feb. 2022, https://deadline.com/2022/02/super-bowl-viewership-up-rams-win-bengals-nbc-olympics-1234932994/.
Hayes, Dade. “Super Bowl ADS: Watch the Latest, with Larry David, 'Sopranos' Reprise, Scarlett Johansson, 'Austin Powers' Cast, Zendaya, & More – Update.” Deadline, Deadline, 14 Feb. 2022, https://deadline.com/2022/02/super-bowl-ads-2022-1234924883/.
Lacques, Gabe. “'They Will Be Blown Away': NFL's next Step in 'Future-Proofing' Audience Begins with Super Bowl Ad.” USA Today, Gannett Satellite Information Network, 6 Feb. 2022, https://www.usatoday.com/story/sports/Ad-Meter/2022/02/04/nfls-super-bowl-ad-commercial-marketing/6667031001/.
Mikala Morris
ReplyDeleteThis year’s Superbowl was a very special on to me. As a girl from Ohio, we rarely get to say that our team is playing in the big game. However, this one was different for this year, as we were the underdogs and no one, even me, expected us to be there. Though the game didn’t go as we wanted it, it was still an exciting game to watch from the commercials to the halftime performance and to the game itself. I think part of the reason as to why the game was so enticing was because everyone loves a good underdog story, and the Cincinnati Bengals were exactly that. From going to only winning a few games two years ago to now playing for the chance to be Superbowl champions boasted their fan base. This year’s game was so successful that it became one of the most televised football championships, “Super Bowl XLVIII set a record with 112 million viewers, which was broken only by Super Bowl XLIX, naturally, which saw 114 million Americans tuning in” (Serazio, p.14, 2019). Though the game is the reason why everyone turns their televisions on the watch the championship, some find the commercials just as entertaining. I remember growing up and when my family would turn on the game, I was never really interested in that, but I was interested in watching the Superbowl commercials because I knew that they were very different that regular commercials and were almost as if they were another show within themselves. Many other individuals look forward to seeing the as well because according to USA Today (2022) they exclaimed, “the Super Bowl commercials, it’s the type of star power mixed with wild twists and concepts that have become expected—and what makes the advertising spectacle such a treat” (Sutter). I’d have to agree with this statement with referring to the commercials as spectacles because they are much longer, can be emotional and there is way more shown during this one game compared to any other. However, my favorite part about the entire game was this year’s halftime performance. I grew up listening to older r&b with my dad so to me it was a bit nostalgic to hear some older generation artists perform. I thought that this year’s performance was nicely done and it even left me in a little bit of awe as a result, and I wasn’t the only one who thought highly of it this year because according to yahoo sports stated, “You didn't have to look far on Twitter to find fans of what was going down, with some hailing it as the best halftime show in Super Bowl history”. After watching the game, commercials, and performances I think it is safe to say that it is still as influential as ever due to the number of viewers that the game is still able to bring in and even increase after last year’s ratings.
Mikala Morris cont
ReplyDeleteThough many watch because of game the commercials and performances are also of great importance to ratings because of what some of their deeper meanings are. For examples, I found LeBron commercial about talking to himself very inspiring because it basically was showing viewer’s of what it would look like if you were able to talk to your past self and tell them who you are now. I also think this year performance showed to be very influential because of it being black history month and of who they picked as their performers such as old school rappers like snoop dogg, 50 cent, mary j, Dr. Dre, etc and also who they chose to be a part of it as background dancers served as important and empowering message.
works cited
Baer, J. (2022). Super Bowl LVI: Halftime show draws rave reviews on Twitter. Yahoo Sports. 14 Feb. 2022, https://sports.yahoo.com/super-bowl-lvi-halftime-show-draws-rave-reviews-on-twitter-015845791.html
Serazio, M. (2019). The power of sports: Media and spectacle in American culture. New York University Press.
Suter, Rick. “The Top 10 Super Bowl 56 Commercials, According to USA Today Ad Meter.” USA Today, Gannett Satellite Information Network, 14 Feb. 2022, https://admeter.usatoday.com/lists/top-10-super-bowl-commercial-spots-according-to-usa-today-ad-meter/.