Super Bowl ads go for the safety

The Super Bowl remains advertising’s biggest stage, especially as the broadcast TV audience fragments further thanks to Netflix and other on-demand TV services. And watch for surprise ads from Amazon, Coca-Cola, and Chrysler during the big game.

A 30-second commercial spot on Super Sunday can cost up to $5 million, according to CBS News.

Last year’s Super Bowl ad, which was also accompanied by a Facebook ad campaign, was “ROI positive”, says Shani Mor, the company’s head of online marketing.

Viewership for this year’s game is expected to clock in at around 117 million, up from the 114.4 million viewers who watched the Super Bowl in 2015.

eBay is not advertising during the Super Bowl.

Even Axe, known for its racy ads aimed at teenage boys, is going for a mature message that urges millennials to focus on what makes them unique rather than traditional status symbols.

The most important lesson you can learn from Super Bowl advertisers?

With Budweiser topping the list with six top ads for the Super Bowls for five years, its “Puppy Love” ad in 2014 had a likeability score of 831, and its “Brotherhood” ad of 2013 had a likeability score of 804, and its “Lost Dog” ad of 2015 had a likeability score of 802.

PayPal is using its Super Bowl spot to advertise a concept called New Money and is running a sweepstakes tied to the campaign – but the effort is unlikely to directly benefit merchants.

Silicon Valley comedian star T.J. Miller will appear for Shock Top Super Bowl ad which is amusing as he is seen talking to the mohawked citrus mascot of the Shock Top beer.

“It was the first time anyone sold a spot in the Super Bowl for $3 million, which was considered an extraordinary number in 2000”, said Ed Erhardt, who heads global sales and marketing for ESPN.

Most of the tech startups that ran commercials in that game (remember the Pets.com sock puppet?) either went out of business or were folded into other companies.

Ace Metrix® provides technology, tools and insights that enable the advertising ecosystem to understand how and why video creative works with viewers. Now such secrecy seems quaint. The German carmaker agreed with its ad agency Deutsch that the 60-second version of the spot was worth exposing earlier online, and it was viewed 17 million times before game time.

This Mountain Dew commercial is just odd.

That’s where the broader marketing campaign fits in.