Wednesday, February 7, 2018
by Kelly Duggan

All eyes on the Super Bowl, but not just for the football...

Unless you’ve been hiding under a rock somewhere, you’ll know that the 52nd Super Bowl took place this weekend, deciding which team would be crowned champions of the 2017 American football season!

This year, it was the New England Patriots against the Philadelphia Eagles, with the Philadelphia Eagles winning by 41 to 33 to take home their first Super Bowl title, defeating the reigning champions in a high-scoring thriller – but here at Denfield, we think that the brands being advertised were the real winners...

Thanks to its incredibly high viewership, watched by millions around the world, the Super Bowl is one of the most expensive advertising platforms there is. With all eyes on Minnesota for the game of the season, the Super Bowl was probably the most-watched TV event of 2018, usually viewed by over 100 million people – that means the many adverts shown gain instant national recognition and international awareness, and what brand wouldn’t want that?

2017 saw many political ads but this year, there was a shift in the core themes – instead, companies focused more on humour and nostalgia. Stars of the show this year included Pringles, Doritos, Mountain Dew, Ram Trucks, Tourism Australia, Tide, Stella Artois, Budweiser and Amazon, with famous faces on the big screen including Morgan Freeman, Matt Damon, Rebel Wilson, Cardi B, Bill Hader, Margot Robbie, Chris Hemsworth and Danny McBride.

This year, NBC sold all ad spots by the Friday before the event, and if figures are anything like last year’s, they’ll make half a billion dollars in commercial time – it has never been easier for advertisers to reach vast numbers of people around the world, thanks to the internet, the lure of the Super Bowl is the incredible audience it provides.

Whether you stayed up late on Sunday to watch the action live, watched a repeat or didn’t watch at all, it’s guaranteed that you would have at least heard about one or more of the products advertised at this year’s Super Bowl, be it for controversy, comedy or celebrity news. And that’s why we love this industry so much.

Indulge a little and take a look back at Super Bowl ads from over the years, including this year’s, right here. Which one is your favourite from this year’s enthralling game? And now we’ve had Super Bowl LII, but what will Super Bowl LIII hold? We can’t wait to see who comes out on top, both in the game and in the world of advertising...