Who Won the Marketing Super Bowl?

By Tim Maytom

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Sunday night may have seen the New England Patriots beat the Seattle Seahawks to be crowned winners of Super Bowl XLIX, but with brands paying out $4.5m (£2.98m) for a 30-second ad during the game, who emerged as champions when it came to marketing?

The Super Bowl is one of the most-watched sporting events in the world, with an record-breaking audience of over 114.5m people tuning in to watch NBC’s broadcast, plus an additional 1.3m through the web stream of the game, and countless millions watching coverage outside the US.

In the UK, where Channel 4 showed the game, around 650,000 tuned in despite the time difference (the game didn’t kick off until 11.30pm GMT), and while brands may not be paying out millions to advertise in the UK, Jacques de Cock of the London School of Marketing estimates that ad rates during the broadcast would jump from £500 to £5,000 for a 30-second spot.

As mobile becomes increasingly integrated into our everyday lives, the Super Bowl makes for a natural ‘second-screen’ event, with traditional viewing parties expanding to include viewer’s digital presence. According to a study by Salesforce, 61 per cent of viewers will use their smartphone while …read more

Source:: Mobile App News