- Index hide1 24 percent of Super Bowl viewers believe that advertising is the most important element of the entire event.2 The war between advertisers has crossed the barriers from the TV screen to that of mobile devices on social networks.
24 percent of Super Bowl viewers believe that advertising is the most important element of the entire event.
For the 20214 Super Bowl, Facebook and Instagram were the most used platforms during the game.
Social networks continue to be the channel most used by brands when it comes to developing an advertising strategy, and more so when they are linked to important events. An example can be with the Super Bowl, a sporting event that generates a large amount of digital conversation, which is why companies get on that channel, especially on Twitter, but this 2023 the platform is being discarded to generate content on the show sports.
Without a doubt, Twitter has been the preferred channel for people when it comes to talking about an event, that’s why when the Super Bowl was taking place, the trends on this platform skyrocketed, generating any type of viral story, in which the brands join.
That is why social networks complement the announcements of the Super Bowl broadcasts, since they are a space where brands can measure the success of their campaigns and even replace expensive TV ads.
A clear example was in 2013, when in the midst of all the million-dollar commercials that were broadcast during Super Bowl XLVII, the Oreo cookie brand won everyone over with a tweet. Given this action, the firm’s marketing group capitalized on the blackout of more than 30 minutes that occurred during that night in the game. between 49ers and Ravens with a post on Twitter that registered nearly 15,000 retweets.
All this, according to Talkwalkerin 2021 in Mexico, social networks generated 1.3 million interactions around the event during the two weeks prior to the game and of those interactions, almost 40 percent with positive sentiment.
Brands, Twitter and Super Bowl 2023
This year and after the changes that have arisen in the direction of Twitter, after the purchase of Elon Musk, many brands do not see Pajarito’s social network as an ideal medium for their strategies for the 2023 Super Bowl.
According to Adage, advertisers are not trusting the social network as in the past they did, so they are still planning their advertising strategies for the sporting event that will take place on February 12 in Arizona, United States.
Let’s remember that historically Twitter has been the real-time conversation channel for all events, especially this game, but according to the specialized media in the marketing industry, the social network of Elon Musk is having trouble convincing advertisers to buy game space.
Following the arrival of Musk, Twitter has lost a large number of prevailing advertisers, so as part of its way of recovering from that, is offering to match advertisers’ ad spend up to $250,000, which means that the brands would get twice as many visits.
The site notes that many creatives are declaring that “for the Super Bowl they will not have any paid activity on Twitter”
Likewise, the same advertising creative, affirmed that he is carrying out the program of an important brand with an advertisement for the Great Game, where, normally, this firm would spend hundreds of thousands of dollars on the NFL event with Twitter, but not this year.
All this panorama is recorded and although the brands are still on Twitter, their strategists are studying other high-impact platforms such as TikTok, a social network where many already invest and bet on the content they create for this space.
In the same sense, some advertisers have declared for the same medium that they will post messages on Twitter during the game to reach consumers for free, but that they will not buy advertising space.
All this It seems to be one more problem for Elon Musk, who since December, with the Qatar 2022 World Cup, investment in Twitter advertising has decreased to 70 percent, last December, according to a study by the analysis firm Standard Media Index (SMI).
The power of the digital world continues to grow, leaving data such as in 2013, the beverage brand Gatorade achieved 60 million impressions on Snapchat, the following years were brands like Pepsi, Amazon or Budweiser, who launched their campaigns on this platform.
In conclusion, as has been recorded over the years, for brands it is no longer enough to appear on television, but the key to their success is based on being part of the conversation on social networks.
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