Less than one third of 2017’s Super Bowl advertisers returned in 2018
The Super Bowl’s advertisers might win in the PR stakes, but Content Brewery founder Malcolm Auld has unpacked some post-match stats that reveal a less impressive angle.
The Super Bowl is one of the marketing industry’s favourite events, apart from award shows. The accompanying statistics are always interesting too. The tonnes of chicken wings and hot dogs consumed, along with lakes of beer guzzled, always makes fascinating reading.
But there is one statistic I find most interesting. It’s the percentage of repeat purchase by marketers that advertised the previous year. In simple terms, here are the numbers:
2017 – 54 advertisers
2018 – 42 advertisers
Very interesting Malcolm.
There is another way to look at the data.
First, they managed to have 24 advertisers who didn’t advertise last year. That could be a bad thing – 36 (67%) of the 2017 advertisers were pissed off. Or NBC managed to get 24 (57%) new advertisers to the biggest TV advertising event on the planet.
But if you dig a bit deeper using Kantar figures, 2017 booked $419m of revenue from its 54 advertisers ($7.76m per advertiser) while 2018 booked $414m ($9.86m per advertiser). The $5m drop largely relates to the overtime in 2017.
The spend per advertiser was up +27% – pretty healthy. This would be a mix of spot rate, ad length and number of spots bought. I’d have to hazard a guess that an increase in the spots per advertiser would be the most likely reason, followed by longer ad lengths, then annual rate increase (both years were rumoured at $5m per 30″).
Seems to me that NBC did a good job of attracting new advertisers as well as encouraging more spend from returning advertisers, and cam up just one spot short because Brady couldn’t get the Patriots to OT.
In a funny way Malcolm, we’re probably both right.
Cheers.