Welcome to Where the World Watches the Super Bowl

Over the last decade, we have seen the Super Bowl move from a North American tradition to a global phenomenon. Fans from all over the world are tuning into the big game on the first Sunday of February, and more and more of us read about the event, watch the game, and see the ads. 

On the 6th, look around and see how many people have taken the day off (as staying up until 4am might be a little too late to make work the next day), or ask who is having a Super Bowl party or watching at their local pub – the results might surprise you. 

American Football has become a huge sport and entertainment event around the world. With games at Wembley every few months, and sports outlets stocking jerseys, the game is spreading around the world, and fast. For example: did you know there was a ‘British American Football League’? 

The impact it has on UK marketing is increasingly significant. There are two big events in the Adland calendar - Christmas and the Super Bowl. And while the UK is famous for its Christmas campaigns, ads airing during the Super Bowl ripple around the world. Every year, Adland waits with bated breath for the ads during the big game, and it’s become one of the most sought after advertising moments of the year, and when brands and creatives launch their best campaigns around the world. 

Resonation 

For the 2016 Super Bowl, we saw that on YouTube, the game naturally resonates most in the United States, but the UK was close behind in second, and Canada, Russia, Germany and France all appear in the top five. 

It’s no surprise that the big game has been popular in Europe with NFL franchises playing American football at Wembley in 2016, and fans are coming from all over Europe to witness the action. When it comes to the ads there’s an obvious interest in the UK as it acts as a showcase of the biggest US ads of the year, and in the UK we want a peek at what’s coming to our screens.

Engagement 

The Super Bowl has become a world phenomenon with millions of us tuning in but what content are we actually engaging with? Of course, the big match draws consumers in. And the half-time show is famous worldwide. But great advertising is great content, and great content is great advertising. So the campaigns that air during the Super Bowl are increasingly a draw themselves. 

Does everyone remember the Budweiser Frogs (below), which was aired in 1995 by the beer giant Budweiser? That was the first Super Bowl ad to air in the UK and that’s why we remember it. 

Since then, the UK has been enjoying and replaying Super Bowl ads, which are now reaching a more global audience than ever seen before. On YouTube alone, over the last 10 years we have seen an exponential increase on views and interactions with the ads. 

Outside the US, Super Bowl ad viewership on YouTube has grown over 25 times since 2008. In 2016, the top three ads generated a huge 5 million minutes of watch time. And as well as getting watched, the ads get talked about, with consumers seeing, sharing and discussing the best ads. 

It hasn’t always been this way though…. 

It seems obvious to say, but with more people connected to the internet, and more people watching more video online, bigger and bigger global audiences are sharing big cultural moments and which means bigger global reach for the ads around the Super Bowl. Over the last few years, that reach has gone from being through desktop video, to being increasingly mobile - 73% of YouTube views are now on mobile devices. And a substantial share is now in the living room, too - 48% of viewers aged 16-34, double last year’s figures. 

Considering a 30-second Super Bowl commercial in 1967 cost a measly $330,000 (adjusted for inflation), and this year it will set you back a hefty $5 million for a 30 second spot, brands want to deliver the best possible reach, impact and results. Online video is an increasingly important part of that mix. In fact, over the last eight years the top 20 Super Bowl ads have generated over 440m minutes of watch time – that’s the equivalent of watching the big game over 1.8m times.

So, let’s see what’s in store for the big game in 2017. Get your hot wings and beer ready, and good luck – whichever side you’re on.