Super Bowl Commercials

The grandest event of the year in the States is Super Bowl, and the 2014 Super Bowl is aired on Feb 2. In fact, I’m not a fan of Super Bowl; I even not very realize football. Because in China, football is not popular sport, there are some of people love football games. However, the Super Bowl is a grandest event in sport field, and the Super Bowl commercials also attract people’s attention.

When the first time that I heard Super Bowl, I only knew it is a football competition, like NBA. When I decided to come to Pittsburgh, I knew the football is popular in Pittsburgh, so I try to find some introduction about football. Then, I fund a name, Super Bowl. At that time, I knew nothing on it, but when I stared to realize Super Bowl, the first thing I recognized is not the competition, instead of the Super Bowl commercials. I classify the Super Bowl commercials to two major parts: illustrative and creative advertisements.

In my opinion, a good advertising not only can attract consumers’ attention, also should have clear illustrate. A best advertising should use the source credibility to perfect concept of ad, in order to introduce product completely to consumer. For example, some advertising applies expertise to introduce their product in order to get consumers’ belief.  This because attitudes and opinions developed through an internalization process become part of the individual’s belied system (Blech 181). Like the brand Bridgestone, which is the world's largest tire and rubber company, their advertisements “performance basketball” use the applying expertise to explain the technique they use in their product with brief words.

In the other side, there is a banned commercial also from Super Bowl; it is a different kind of soda that is easy to make called “Sodastream”. In this advertising, the most interest also worst word is “Sorry Coca and Pepsi”. Although the spokespeople of this advertising is Scarlett Johansson, one of the famous actresses in the world, it still cannot save the worst advertisement. The advertisement is supposed to attract more customers, but not using slander competitor to advertise own products. In this advertisement, although Sodastream use celebrity, but they slander their competitor to reveal they own products is not conform to marketing competition. Therefore, it was the worst advertisement.

Reference

1.     Belch, GE. and Belch, MA. Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition. McGraw-Hill Companies. 2012.

2.     TYT Sport, 2014, Banned Super Bowl Commercial 2014 - Sorry Coke and Pepsi. Retrieved from http://www.youtube.com/watch?v=dDu8p1q-8U0

3.     NKL, Feb 5, 2012, Bridgestone - Performance Basketball - 2012 Super Bowl Commercials. Retrieved from http://www.nfl.com/videos/nfl-super-bowl-commercials/09000d5d8268db67/Performance-Basketball

　　北京时间昨天上午，第48届美国职业橄榄球总决赛(“超级碗”)在纽约大都会体育场打响，西雅图海鹰队出人意料地以43比8战胜丹佛野马，队史上第一次夺得“超级碗”。而被戏称为“美国春晚”的超级碗，又一次向人们展示了这个“大碗”超强的吸金能力，以及独到的职业体育的营销能力。

　　“美国春晚” 吸金大“碗”

　　超级碗在美国，一向是收视率毫无悬念的第一，昨天在纽约大都会体育场进行的这场决赛，成为了名副其实的“吸金大碗”。不管是门票、广告乃至不起眼的咖啡，都因为沾上“超级碗”的金光瞬间升值。而NFL独到的营销手段，更是在本场超级碗中再次得到了完美诠释。

　　最冷天气最热门票

　　昨天在纽约大都会体育场的超级碗，是该项赛事历史上第一次在没有顶棚的室外体育场进行，加上纽约的冬天向来不算暖和，昨天的决赛早早就被媒体冠上了“最冷超级碗”的名头。不过天气虽然冷，但气氛和门票的热度却是一点也没减：7.8万多张门票早早就销售一空，场外的黄牛甚至将门票炒到了2000美元以上，但即便是这样，能够从黄牛那里买到门票的人也是少之又少，超级碗的热度可见一斑。

　　小商小贩大发横财

　　昨天在超级碗现场的小商小贩可谓大发横财。外媒曝光的一份价目表显示，现场的热巧克力饮品和橄榄球形状的纪念杯被标价20美元，美国啤酒一罐12美元，进口啤酒14-16美元，意大利香肠12美元，奶酪牛排16美元，一英尺长的热狗18美元，碗装的方便面11-20美元不等，水饺一份7美元，玉米饼和卷饼标价11美元，花生和瓶装水6美元，牛腩三明治13美元，奶酪和通心粉的价格则是8美元，这些几乎都是正常价格的3倍甚至更高。超级碗的经济效益在这上面得到了最直观的体现。

　　广告售价史上最贵

　　小商小贩赚的毕竟还是小钱，超级碗最大的收益来自广告：去年第47届超级碗电视广告平均售价为每30秒380万美元，一度刷新纪录，而今年超级碗转播方福克斯电视台早在去年年底就宣布所有广告时段均已销售完毕，平均每30秒售价为400万美元，折合人民币约80万/秒，其中更是有企业支付了高达450万美元/30秒的价格，创造历史新高而有幸登上超级碗秀场的，要么是现代、通用、微软这些各自领域里的领头企业，要么就是《变形金刚4》、《美国队长2》这些行将上映的超级大片的预告片。而据媒体预估，仅仅凭借广告一项，福克斯和NFL就可以进账超过3亿美元，这实在是一个让人瞠目结舌的数字。

　　和NBA希望总决赛打的场次越多越好不同，NFL的“超级碗”选择的是单场决胜负的赛制，这样加大了比赛的悬念，也吊足了人们的胃口。更重要的是，一场决胜负，也就意味着商家投放广告的时间极为有限，在有广泛的群众基础和惊人收视率做保证的前提下，NFL和转播商就有足够的资本去向广告投放者索取更高的价钱。NFL就是用这样的办法，在有限的比赛中完成了盈利的最大化。而超级碗带动的数十亿美元消费，则再次让人们看到了美国人在体育营销方面的独到之处。(转自网络http://news.china.com.cn/rollnews/ent/live/2014-02/04/content_24682637.htm）