Selling the Superbowl: The Real Costs of Advertising in 2013.

Who can Forget Cindy Crawford in 1992 in a Super Bowl Commercial for Pepsi!

The Superbowl is a staple in American society and has continuously rose in popularity since it was first televised in 1967 (AFL/NFL World Championship). Since then, the cost of advertising during the game has rose exponentially and many viewers tune in exclusively to watch commercials and the halftime show. 2013 will be no different, especially since companies will be looking to expand their Superbowl campaigns onto  online mediums and captivate audiences well before the game even occurs. It is estimated that the cost of running an ad during this years Superbowl will be approximately $4 million, up from $3.5 million last year (standard 30 second time slot), thus pressuring marketers to get the most bang for their buck.

Here are a few things to look out for during this years game.

1)    Feedback from real people: Twitter is nothing short of a social sensation and marketers will be taking full advantage of that during the 2013 Superbowl. Most commercial slots will include a hash tag in order for the particular company to monitor feedback from their campaigns. This was seen and implemented by Doritos last year in their “Crash the Superbowl” campaign where they got live feedback on Twitter from user generated content that was available on the web weeks before the game.

2)    Online Teasers & Trailers: By embracing Facebook, Youtube and Twitter, companies have been able to develop online communities of people who enjoy or “like” their products and services. This year, commercial trailers have been released at an all time high on a number of social mediums to create interest before the game. This factors into the overall cost for these companies because they are trying to wrangle in an audience well before their televised time slot during the Superbowl.

3)    Longer time slots: One of the most popular commercials of the 2012 Superbowl was the Chrysler’s ‘It’s Halftime America” featuring Clint Eastwood. Most slots during the Superbowl last about 30 seconds but this particular one lasted two minutes! Don’t be surprised to see this technique implemented by other companies trying to emulate the success of Chrysler’s hit ad in 2013.

The 49ers vs. Ravens matchup in New Orleans should provide plenty of entertainment on the field in the 2013 Super Bowl. The Media Captain is hopeful that the ads throughout the game will match the excitement of the game itself.

Matthew Brody is a Marketing Specialist for The Media Captain, an Online Marketing and Digital Video Company in Columbus, Ohio.