Purdue Expert: Super Bowl Ads [Video]

Media is welcome to use this video for TV, radio or podcasts or pull quotes for print articles.

Federico Rossi is an associate professor of management in the Mitchell E. Daniels, Jr. School of Business at Purdue University. In this video, he explains the strategy behind Super Bowl ads. Rossi says companies advertising in the Super Bowl are marketing to very large audience segments. Therefore, consumers won’t see niche products like fishing nets or matcha tea advertised during the Super Bowl because those products target a niche audience and are better served advertising on certain types of shows. Rossi also says that because Super Bowl ads are so expensive, companies want to put out high-quality, effective advertising. According to Rossi, Super Bowl ads are successful not only because so many people are watching, but also because they are funny, engaging and create awareness in a way that sticks with the audience differently than commercials for other shows or events. Rossi says the ads will be created based on a brand’s “personality,” whether funny or serious, as well as the objective of their communication, whether functionality or awareness. Rossi also shared research that Super Bowl ads impact what is consumed at other sporting events throughout the year, meaning people who watch these ads end up using these products during the next sports event. According to Rossi, companies are also launching ad “teasers” on social media in order to bridge the gap between social media and television.

#purdue #purduenews #purdueuniversity