But investing in publicity created around the championship implies a television broadcast that can cost up to 7 million dollars. Álvaro Villarjubín, global CEO of the Padre Group agency, points out that these are amounts that are normally paid by North American brands, with the guarantee that they will obtain good returns on investment.
“Big events like the Super Bowl are an incredible opportunity for brands because it is where the audience can consider them in their consumption preferences. And curiously, this championship is on television, a platform that was given up for dead when digital broke out. What we see now with television is that it maintains its reach”, says Villarjubín.
Expansion (E): There are people who watch the Super Bowl for the commercials and the halftime show, why might this particular content be more relevant than the championship itself?
Alvaro Villarjubin (AV): Social change, partly caused by the pandemic and by the evolution of society itself, has a decisive influence on brand strategies. In the case of the Super Bowl, a particular phenomenon occurs, which does not occur in the television advertising schedule, since advertisers know that the user has lost interest in classic advertising, perhaps because brands and agencies have not been able to transfer that entertainment.
But a small redoubt has remained that continues to be interpreted as Super Bowl ads, where brands invest millions in amounts to create content that reflects how advertising should be. In the normal pattern, advertisers no longer dare to do the things they do for the Super Bowl, which is also true that few dare and have the ability to invest in that platform.
E: What are the characteristics that brand commercials should have to engage the consumer?
AV: What people expect is entertainment. Today in the great saturation of information and impacts that are had every day in different channels, what catches you is what interests you or what offers you something more than a promotion or a product. Agencies work so that clients understand that their investments have to be efficient and efficiency consists of creating valuable content.
E: Do you think that television continues to be a must that should not be missing from marketing strategies?
AV: Without a doubt, but that depends on your goals and your budget. to make a good performance In television, the investment must be in accordance with what you want to achieve, otherwise you will probably waste it. Of course, this medium did not die with digital, for many advertisers it is the medium that moves the needle in the business.
E: What should be analyzed to work on a strategy in ATL (Above The Line)?
AV: Know very well who you are addressing because the consumption of television has changed a lot. If your goal is to reach younger people, it is difficult for television to work for you because these generations no longer watch television, unless it is a question of watching a series on Netflix or an NFL game. Here it is possible that you will have better results with a guideline in digital media, although at first glance they do not have the same breadth as television.
E: Is it preferable that the strategy be supported by a mix of media that reaches the new generations?
AV: Yes, in fact, many television stations already do this and have developed their own digital platforms, trying to create other ways that complement their offer so that other generations can watch this television content, but in another format, because they know perfectly well that young people no longer watch television. . A game can be seen on a mobile device.
E: What is the challenge when betting on a strategy that involves advertising on television?
AV: The challenge is in the efficiency in the budget to get the coverage that is needed. Television is a medium that has more investment volume, but you have to get hooked very well with a mix of media that gives you notoriety, as well as conversion. In the end, this guideline and placing the diversity of messages in different formats is the most complex for a marketing department and for agencies, but it is a joint effort because the resources that you invest must always have a return on investment.