HBR On Strategy
Brand Strategy Lessons from Super Bowl Ads
Aug 28, 2024
Shelle Santana, an assistant professor of marketing at Bentley University, dives into the evolution of branding through Super Bowl ads. She highlights how iconic commercials, like Budweiser's, create emotional connections. The discussion covers the staggering costs of ads and smart strategies for measuring ROI. Santana also explores the risks of bold storytelling, the timing of ad releases, and how cultural significance shapes consumer engagement. It’s a fascinating look at the art of short-form storytelling in a high-stakes environment.
32:30
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Quick takeaways
- Super Bowl ads require strategic planning, focusing on clear measurable goals and adapting content to current cultural contexts for maximum impact.
- The evolution of brand storytelling emphasizes emotional engagement and social responsibility, illustrated by iconic ads like Budweiser's Clydesdale horses.
Deep dives
The Significance of Super Bowl Advertising
Super Bowl advertising has evolved into one of the most significant platforms for brand messaging globally. As of 2024, a 30-second ad spot commands an average price of $7 million, reflecting its prestige and impact on consumer perception. Historically, the Super Bowl has attracted massive audiences, with early broadcasts reaching 56 million viewers, which has since grown to over 100 million, nearly evenly split between genders. This increase in viewership highlights the necessity for brands to not only invest heavily in ad placements but also to create compelling narratives that resonate with a diverse audience.
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