How to Take Part in Super Bowl Sunday: 3 Marketing Analytics Strategies

Published: 2/2/2023

The Super Bowl is considered one of the world’s largest and most-watched sporting events, ranking alongside events such as the FIFA World Cup and the Summer Olympic Games. In terms of annual sporting events, it is the biggest in the United States and one of the biggest globally. The Super Bowl regularly attracts an audience of millions of viewers and generates significant media coverage, both in the United States and worldwide. According to the NFL last year, 208 million-plus viewers or approximately two-thirds of the United States population, watched Super Bowl LVI. This year, Super Bowl LVII will be played between the American Football Conference (AFC) champion Kansas City Chiefs and the National Football Conference (NFC) champion Philadelphia Eagles. The game will be televised nationally by Fox. Pepsi did not renew its half-time show sponsorship, which Apple has since taken over. Rihanna will headline the halftime show.

Part of the news cycle for the 2023 Super bowls is that this is the first Super Bowl between two black starting quarterbacks: Patrick Mahomes of the Chiefs and Jalen Hurts of the Eagles. Also, the first super bowl will have two brothers face off against each other.

Anticipated advertisers include snack brands, alcohol, and betting apps, according to Forbes, and a short list of advertisers:

• Marvel movie trailers
• Pepsi and Frito-Lay’s Snack Brands
• DraftKings
• FanDuel
• Kelloggs (Pringles)
• Intuit
• Mars-Wrigley (M&M and Planters)
• Hellmann’s Mayonnaise
• Waymo is giving out free autonomous rides

We are already seeing advertisers tease ads for the Super Bowl, like Rakuten bringing back Cher from Clueless and Willie Nelson in Bic EZ reach lighters.

To take advantage of the increase in viewership, Alembic has three marketing analytic strategies to help organizations gain insights and potentially more revenue.

Tracking and Piggybacking

Twitter and Instagram hashtags will be forms of #superbowl and #superbowl2023 with variations of team #s based on how the game performs. Adding these event-related hashtags to your marketing, you could gain some insight and engagement from increased interest. For example, some social media hashtags have a high propensity of demographics, like #superbowl is most commonly used by users between the ages of 25-34. A marketing organization can take advantage of this hashtag and place its content in front of new audiences.

Be Nimble

Have your analytics set up correctly to ingest social and web analytics data; with the Alembic platform, this is as simple as a few clicks. Anticipate a spike in related products or content; if you were bidding on “tax preparation software” in Google Ads and Intuit runs a super bowl advertising campaign, the spike in impressions and clicks could increase costs to your campaigns. Potentially having long-tail effects on conversions which could be seen in our platform.

Participate

Even if you are not spending $6 million for a 30-second ad, as a marketer, you can still participate, repost your favorite ad, tweet big plays, plan giveaways, and pick a side. Be careful of trademark infringements. Be aware that running ads that include the NFL’s trademarks like “Super Bowl”, “1st and goal” names, and nicknames of teams without permission are a big no-no.

Bonus Round

Smaller ad buys in local areas can be inexpensive and yield high ROI on the possibility of going viral via post-game buzz. As a result, desirable local ad inventory with larger-than-usual audiences is available to transact via TV marketplaces. Smaller, regional brands can realize enormous benefits, but so can national brands, even those that have already purchased in-game Super Bowl spots with the network, like this Pabst Blue Ribbon ad starring Will Farrell that cost less than $3,000 to air gained massive publicity even only being shown in one market.