What brands should buy Super Bowl ads — Benjamin Shapiro // I Hear Everything

Benjamin Shapiro, CEO and Executive Producer at I Hear Everything, delves into Super Bowl advertising 101. The Super Bowl is not just a sports event; it's become a cultural phenomenon, pulling in over 100 million viewers. For brands intent on becoming culturally relevant, Super Bowl advertising offers a unique opportunity to make a strategic investment in long-term brand building. Today, Benjamin discusses what brands should buy Super Bowl ads.
About the speaker

Benjamin Shapiro

I Hear Everything

- I Hear Everything

Benjamin Shapiro is the producer of the Revenue Generator Podcast, the host of the Martech Podcast, the Voices of Search Podcast, and the CEO of I Hear Everything, which is a new media network that combines the impact audio with the power of digital content to connect content creators and brands with their target audience.

Show Notes

  • 04:15
    Super Bowl advertising for businesses
    Businesses with the size, scale, and ambition to become culturally relevant in America should consider Super Bowl advertising. With the event's massive viewership and the power of word of mouth and social media, the Super Bowl offers brands a unique opportunity for exposure.
  • 05:12
    Super Bowl advertising prices
    A 30-second spot costs seven million, and CBS requires an additional three to five million in media buys for upcoming events. Despite the cost, the Super Bowl will attract around 113 million viewers, making it the best place for well-funded brands to make a statement.
  • 08:03
    Super Bowl advertising value
    For global brands with substantial budgets, the Super Bowl's $60 CPM is a bargain, especially when factoring in the publicity value. The dynamic nature of Super Bowl advertising, with potential for both success and failure, makes it a high-risk, high-reward strategy.
  • 10:14
    Super Bowl audience demographics and brand impact
    The Super Bowl has a broader appeal than the regular NFL season, attracting a mix of males and females. The psychological impact of being part of the Super Bowl conversation adds a certain cachet to a brand, influencing its perception and standing in the market.
  • 13:37
    Industries that can benefit from Super Bowl advertising
    Super Bowl advertising remains a lucrative opportunity for CPG, auto, and tech companies. New players and brands aiming to make a big impact, impress retailers, or gain market share can find value, with the lowering production barrier making it more accessible.
  • 14:55
    Super Bowl advertising trends
    Brands must consider seasonality, adjusting their advertising strategies based on market conditions. Amid the ongoing global issues, ads will be more playful, humorous, and customer-centric, with less emphasis on political ads.
  • 18:22
    Super Bowl advertising and brand awareness
    Super Bowl advertising builds brand, which eventually translates into increased sales over time. This awareness campaign should lower CPC, win new customers, drive brand loyalty, and establish a positive brand association.
  • 20:48
    The Super Bowl and big
    Super Bowl advertising is a strategic and high-stakes bet on future brand health. Big-budget advertisers and major companies tend to dominate Super Bowl advertising as they can afford the risk and costs associated with securing the biggest ad spots to maximize brand awareness.

Quotes

  • "For the Super Bowl, you're getting an estimated 115 million viewers and paying $7 million. A $60.87 CPM is not an outrageous amount given the Super Bowl is a premium piece of inventory." - Benjamin Shapiro

  • "With the Super Bowl, you're looking at a broad audience in the 100 million range. You're investing in an awareness-driving activity. This is not something where you're doing a ton of demand capture." - Benjamin Shapiro

  • "Awareness lowers future CPCs. All of your other direct response channels become more efficient when people understand what your brand is about." - Benjamin Shapiro

  • "You're making a big bet on your business future health and building your awareness when doing a Super Bowl ad." - Benjamin Shapiro

  • "There's a reason the biggest companies in the world advertise in the biggest spots during the Super Bowl. They've got the biggest budgets and they can afford to do it without risking it all." - Benjamin Shapiro

About the speaker

Benjamin Shapiro

I Hear Everything

- I Hear Everything

Benjamin Shapiro is the producer of the Revenue Generator Podcast, the host of the Martech Podcast, the Voices of Search Podcast, and the CEO of I Hear Everything, which is a new media network that combines the impact audio with the power of digital content to connect content creators and brands with their target audience.

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