Studying Super Bowl Ads

For those of us who are not big football fans- it's probably the only time of the year when commercials become the main act.

We all have friends who look forward to the super bowl commercials all year long like it's a holiday--but following recent events, is there a way to predict what types of commercials will be out this year?

According to assistant professor of sociology Kyle Green, the Super Bowl is a bizarre cultural event. He studies Super Bowl ads at Utica College and says, "Advertisers put more time and energy into making sure they have the perfect product than any other time."

Usually a commercial comes on and people start measuring how long they have to get a snack or a bathroom break-- but this is the one time people actually come together to just watch commercials.

"This is the time when advertisers know for sure the consumer is watching..." Green says a Super Bowl commercial averages 5 million dollars for 30 seconds of air time where every second counts...
"So you're gonna run tons of focus groups you might experiment but you only experiment but you only experiment within a certain spectrum."

He says just like sociologists, advertisers study trends to sell a product- "What they wanna do is say what's the pattern in society what's the trend and how can I take advantage of it.
"With tension surrounding the nation, Green predicted this year commercials would stay safe and have ads geared towards fantasy.

"Because if you're in a fantasy world you're not gonna offend anyone and you're not gonna have people say "they chose that approach, they had some sort of message that they were trying to push so I'm not gonna buy their product."

Green says that's something ad agencies had to worry about even a year ago, anticipating what political topics would be trending today.

"Any commercial around borders or the American dream that suddenly becomes something that's political when two years ago or a year ago that's the safe message."

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