I don’t know how many times I’ve heard in the week leading up to the Super Bowl: “I only watch for the commercials.” Game aside, judging by the tone of my newsfeed, no one was terribly enthusiastic about last night’s showing — on the field, or off of it.
According to the Washington Post, each 30 second commercial during this year’s big game cost about $4 million — that’s $133,000 per second. Looking to create pre-game buzz, many execs seemed to be of the mindset that leaking their spots in the week leading up to the Super Bowl would result in greater ROI. But I was a little disappointed by the number of commercials I had already seen. During nearly every commercial break, one of my fellow party-goers said “Guys! I love this one! It makes me cry every time,” or “Did you see this one? It’s so funny!” What happened to watching the game for the commercials?
On the other hand, maybe leaking the spots early wasn’t such a bad strategy — especially in light of the blow-out game. Half of our friends left the party before the end of the third quarter, missing out on a significant portion of the night’s spots.
However, one of the biggest ad wins of the night did take place after the game. Esurance used a wildly successful call to action — #EsuranceSave30 and likeable actor John Krasinski — to invite viewers to tweet using that hashtag for a chance to win $1.5 million – the amount the company saved by running the commercial after the game. According to Mashable, more than 2.1 million tweets have included the hashtag – 20,000 of those in the first minute! The Twitter storm had Esurance trending for most of Sunday, and they were still one of the top trending topics as of this morning.
Overall, according to USA Today, Budweiser’s “Puppy Love” commercial was the favorite spot of the night. I asked around, and the Albers team agreed. I’m an ’80s kid, so I cracked up over the Oikos commercial featuring the Full House crew. The Albers team also gives props to Cheerios’ “Grace,” Microsoft’s “Empowering,” Wonderful Pistachio’s with Stephen Colbert and Radio Shack’s “The Phone Call.”
What about you? We’d love to hear your favorite.