5 February 2016

Are Marketers Ready for the Cross-Device Super Bowl?

Are Marketers Ready for the Cross-Device Super Bowl?

Millennials, Digital Shifts, and Super Bowl

The first Super Bowl was held on January 15, 1967. That day marked the beginning of an era for the sports industry, leading to billions of dollars spent on teams, players, and advertising for the most notable and favorite past time of Americans. Now, The Super Bowl is one of the most celebrated and televised event in the world. Networks such as CBS have live streams of the Super Bowl, which is available in over 180 countries and in more than 25 languages.

With time, this national treasure has become widely viewed not purely for the fun of football, but more so for its glamorous half-time shows performed by the most in vogue celebrities, and the screening of new commercials released by dozens of multi-million dollar companies. This digital revolution is led by the generation of the Millennials. The current state of Super Bowl telecast in America and around the world has never been more exciting.

Digital Shifts Mean Wider Audience

Alternate viewing platforms, for instance, Smart TVs, gaming consoles, mobile devices, tablets and laptops, bring sports advertising to a larger audience; an audience that is broadly diverse in terms of race, geography, age and interest. Millennials (18-34 year olds) are leading this shift in consumption.

Adobe Digital Index conducted a study that showed that fifty percent of Millennials want to watch live sports on some sort of gadget that they own (such as smartphones, Smart TV or gaming console) rather than on their traditional TV. People still love to sit in the living room and watch the Super Bowl over pizza and beer on their TV screen, but a number of Millennials plan to watch at least some parts of the game on their tablet or smartphone. With these gadgets, anyone can watch the game from anywhere on the planet.

Furthermore, Millennials are four times more likely to watch a live sporting event on their gaming device than the Baby Boomers (35 years old and above). Millennials are also two times more likely to watch the game on their laptop, and one in four Millennials like the idea of downloading an app to watch an important live sporting event like the Super Bowl.

The way people watch sports is shifting tremendously. For this reason, networks such as CBS has allowed the Super Bowl to be available for live streaming without verification so that the game can reach the largest number of viewers.

Need for Innovative, Funny and Moving Ads

The Millennials who are leading the consumption in this digital revolution are two times more likely than the Baby Boomers to use their smartphone or tablet during the game for web surfing or unrelated social media activities. This provides numerous opportunities for marketers to capture the attention of the viewers through means beyond the television ads.

The Adobe Digital Index’s study found that about fifty-eight percent of Millennials are likely to watch a Super Bowl ad on social channels before the game. So, advertisers release teasers and even entire ads