It's Time to Dispel Common Myths About Super Bowl Advertising
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Even in an age when DVRs make time-shifting a regular part of the average American’s life, the Super Bowl is one event where advertising is welcomed. A survey done last year of 1,000 people by ad agency Venables Bell & Partners found that 78% of people look forward to the Super Bowl for the ads more than the game.
But the rise of digital advertising, and video in particular, has changed the way Super Bowl advertising is done. No longer is the Super Bowl a one-day event; it is an advertising extravaganza that starts weeks before kickoff and lasts weeks after. That same survey found that 70% of respondents said they would focus on the ads even before the game was played, a sure sign of how much digital has changed the rules for Super Bowl advertising.
This change has come fast though — within the last five years — which means there are still misunderstandings about the new age of Super Bowl advertising. Here are the five most common myths and why we should stop promoting them:
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