The 2012 Superbowl between the NY Giants and the New England Patriots broke ratings history. The ratings make it not only the most watched sporting event, but the most watch television program of all time.
It probably helps that this year’s match up pitted two teams with huge fan bases and huge populations against each other. It also helped that other stations abandoned regular programming because who is dumb enough to put their shows up against the biggest football game of the year?
The game was great and it was obvious that the two teams that were there deserved their places on the field. The game kept fans either biting their nails or screaming at the TV all night and, in short, was everything you would hope the Superbowl would be.
Well, everything you thought except for the commercials. While they were still broadcasted and many of them were as funny as expected, some of the most popular ones were released days in advance of the big game to social media audiences.
YouTube has become a big part of marketing and advertising. As someone who is in the business I get it. I am all about companies embracing new media and giving customers a glance behind the scenes to how a business operates or giving away a teaser trailer to entice them to watch for more. I’m just not sure how I feel about social media breaking the tradition of the Superbowl.
How many times have you heard someone say, “Oh, I only watch for the commercials” or chose to grab their refills when the actual game comes back on? I’m not saying that airing the commercials online was a bad idea from a marketing standpoint. I talk a lot about how companies need to be where their markets are, and most demographics are online now. It would make sense that the next logical step for advertising would be online.
It just makes me wonder why a company like Chevrolet would choose to spend the kind of cash for a Superbowl spot, only to post it on YouTube a couple of days in advance of the game. Isn’t that kind of like telling a kid what they are getting for their birthday?
Obviously, based on the ratings, releasing some of the commercials via YouTube days before the game started didn’t hurt the number of viewers for Sunday’s game, but I can’t help but wonder if we lost the experience. Marketing is changing – which, it has always evolved as new ways of delivering messages has been in front of people. (Think of the evolution from radio to TV)
Did you feel like something was missing from the Superbowl experience? Were you disappointed that many of the most popular commercials were already seen or spoiled through social networking in the days before the game?
On a sidenote – here is one commercial that was a sweet surprise – the introduction of Ms. Brown for M&Ms.