ARGUABLY TV’s 2nd BIGGE$T AUDIENCE (MAYBE), BUT ADS ARE WAY, WAY OVERPRICED (vs. SUPER BOWL)

Table 1: THE SUPER BOWL VS THE ACAD AWARDS (Quantitative Measures) 

  Super Bowl ADS Acad Award ADS
  Ad Cost ($M) Meas Aud. (M) Cost per

Person

Ad Cost ($M) Meas Aud. (M) Cost per Person
2016 $5.0 111.9 0.045 $2.15* 42.50** 0.050
2015 $4.5 114.4 0.039 $1.95 36.60 0.053
2014 $4.0 112.2 0.036 $1.85 43.74 0.042
2013 $3.8 108.7 0.035 $1.72 40.30 0.043
2012 $3.5 111.3 0.031 $1.61 39.34 0.041
2011 $3.1 111.0 0.028 $1.37 37.92 0.036
2010 $2.9 106.5 0.027 $1.13 41.70 0.027
2009 $2.8 98.7 0.028 $0.99 36.31 0.027
2008 $2.7 97.4 0.028 $1.82 32.01 0.057
2007 $2.6 93.1 0.028 $1.66 40.17 0.041
2006 $2.5 90.7 0.028 $1.65 38.94 0.042
2005 $2.4 86.1 0.028 $1.50 42.14 0.036
2004 $2.3 89.8 0.026 $1.50 43.53 0.034
2003 $2.1 88.6 0.024 $1.34 33.04 0.041
2002 $1.9 86.8 0.022 $1.29 41.78 0.031
2001 $2.1 84.3 0.025 $1.45 42.94 0.034
2000 $2.2 88.5 0.025 $1.30 46.33 0.028

Sources: AP & TV by the Numbers   *Estm by Ad Age   ** Estm by Mikeroscope

 

Table 2: THE SUPER BOWL VS THE ACAD AWARDS (Mostly Qualitative Measures)

  Super Bowl Academy Awards WINNER
# Of Women Viewers               51.5 M ª (ESTM)

 

22.3 M b (ESTM) SB
Importance of Ad            Very, Very

 

So-So but Diversity may be well an issue SB
Importance of Prog         So-So, Ftbll is Ftbll

 

Very, Very (Entertainmnt, J winners & host) Acads
Quality of Audience So-So – b/c everyone watches

 

Very important  (It’s a target audience) Acads
Primary Publicity Draws           Ads, Social Media, Consumer Contests, Parties & Football

 

Celebs, Flicks, What Folks Wear & Some Parties (Make sure Diversity is there!) SB
Ad Retention Rate 94% (Rentrak 2013)

 

94% (Kantar 2014) Draw
Host of Program              Semi important

 

Imprtnt to vry imprtnt (Chris Rock, 2016) Acads
Importance of Pre G       Impt for Advertisers, who want the lavage audience as game approaches Red Carpet is “almost” a joke. Red Carpet impt this yr b/c of Diversity (Chris Connelly, Orlando Jones, Diane Mizota, Matt Shively, Ben Lyons)

 

Acads
Expected “Legs” of Post G Programming                  Post SB audience is impt.

Late Show w/ Stephen Colbert”. 21.1 M vs its 3 M avg

 

Jimmy Kimmel: After the Acad Awards 5.81 M vs 2.3 M avg SB
MOST IMPT AD ISSUE Ads are entertainment with high, high, expectations! Ads are ads are ads are ads, with some CLASS bravado! Diversity impt this yr SB

 

  1. About 46% of 111.9 M audience was female +. (Nielsen) b. About 61% of the audience is female. (Forbes, ‘14)
Advertisements

About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or bernacmd@udmercy.edu. Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
This entry was posted in Uncategorized. Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s