XLVII for XLVII
Detroit — Super Bowl XLVII is upon us. And so are the commercials. In honor of the 47-or-so minutes of ad time during the 47th Super Bowl, here are 47 fun non-football facts about the big game:
We all know Kate Upton will make an appearance in a Mercedes-Benz Super Bowl commercial. Here are 47 Super Bowl ad fun facts you may not know.
1. One-fourth of TV homes that watched last year’s Super Bowl had a household income of $100,000 or more. (Nielsen)
2. About the same number had household incomes of $30,000 or less. (Nielsen)
3. The average cost of a 30-second ad in this year’s Super Bowl is $3.4 million. The average cost of a 30-second commercial during primetime television can cost about $100,000. (Nielsen)
4. More than 130 marketers have spent $1.85 billion advertising during the Super Bowl since 2003. (Kantar Media)
5. Anheuser-Busch InBev has spent nearly $250 million on Super Bowl ads during that time. (Kantar Media)
6. General Motors Co. has spent the most money of any automaker advertising during the Super Bowl since 2003. GM has spent nearly $100 million during that time. The automaker will not advertise during Super Bowl XLVII. (Kantar Media)
GM made a splash during last year’s Super Bowl with its spot “Apocalypse,” but will remain silent during this year’s big game.
7. General Motors won’t spend $4 million on a Super Bowl ad, but did spend $165 million advertising during the NFL regular season (Kantar Media)
8. Automakers collectively spent three times more on Super Bowl ads last year than any other industry. (Nielsen)
9. Twelve auto brands spent nearly $95 million on 16 ad spots during last year’s Super Bowl. (Kantar Media)
10. Despite all that spending, no automaker made Nielsen’s Top 10 “most remembered ads” list. (Nielsen)
11. Despite being forgettable, automakers held down the final four spots on Nielsen’s “most liked ads” list. Audi, Chrysler, Chevrolet and Honda took spots No. 7 through 10, respectively. (Nielsen)
12. General manufacturers did not have any Super Bowl ads from 2008 through 2011. (Nielsen)
13. In 2003, 83 ads comprised 40 minutes, 35 seconds of commercial time. (Kantar Media)
14. In 2012, 78 ads took up 47 minutes, 25 seconds of commercial time. (Kantar Media)
15. Half of this year’s Super Bowl ads will feature hashtags. (CNBC)
Hashtags will invade this year’s Super Bowl commercials.
16. Fifty-six percent of U.S. adults will watch this year’s Super Bowl with as much interest (or more) in the commercials as the actual game itself. (Harris Interactive)
17. Sixty percent of viewers ages 18 to 34 say having a computer nearby is at least somewhat important in order to have the best Super Bowl experience. (Hanon McKendry)
18. Nearly 50 percent of viewers in that same age bracket say the same thing about a smartphone. (Hanon McKendry)
19. Commercial teasers work … A sneak peak of Volkswagen’s 2012 ad attracted nearly three times as many social media shares (1.1 million) than the game-day ad itself (396,000). (Unruly Media)
20. Commercials last … Fifty-five percent of all social media shares happened after March 1 — nearly a month after the Super Bowl. (Unruly media)
21. … But only if they’re good. More than 90 percent of all Super Bowl commercial social media shares came from the top 20 ads. (Unruly Media)
22. Volkswagen has been the most shared brand on social media during the Super Bowl the past two years. Chrysler was No. 2 in 2011; Chevrolet was No. 2 last year. (Unruly Media)
23. CBS nixed a SodaStream Super Bowl ad this year because of its negative edge toward longtime sponsors Coca-Cola and Pepsi. SodaStream will replace the spot with a similar commercial — minus Coca-Cola and Pepsi branding.
24. USA Today’s Super Bowl Ad Meter program will this year, for the first time, include commercials that air during halftime. (USA Today)
25. A food or beverage has won the Ad Meter every year since 1992, when Michael Jordan called himself “Hare Jordan” in a Nike commercial. (USA Today)
26. The audience tuneaway rate — the frequency in which viewers ignore commercials — during the average commercial last year was 0.7 percent, or seven out of every 1,000 viewers. A normal rate for TV programming is about 3 to 4 percent. (Kantar Media)
27. Super Bowl ads are getting longer. Nearly 20 percent of the commercials in 2012 were 60 seconds or longer, twice as many compared to 2011. Only six percent of commercials on broadcast television are 60 seconds or longer. (Kantar Media)
28. For all the money spent on ads, more people watched last year’s Super Bowl halftime show (114 million) than the actual game (111.3 million). And Madonna, like all other Super Bowl halftime performers, received no compensation. (AOL)
29. The shortest Super Bowl commercial was half-a-second, set by a Seattle seafood joint called Ivar’s in 2009.
30. The longest Super Bowl commercial was Chrysler’s 2011 spot featuring Eminem.
31. Research In Motion (Blackberry) will for the first time this year air a Super Bowl ad. (AdAge)
32. In 2012, the average 30-second Super Bowl ad cost $3.5 million, up 60 percent from the $2.15 million price tag in 2003. (Kantar Media)
33. Instead of paying $4 million for a 30-second spot that will be seen by approximately 111 million, an advertiser could buy 130 million impressions on Hulu. (Digiday)
34. Mercedes-Benz will get the most exposure during this year’s Super Bowl, thanks to a 60-second commercial and 379 seconds of on-screen shots and mentions, which will garner at least $12.2 million in media exposure. (ImageTrack)
35. Milk has never been advertised nationally during the Super Bowl. Until this year.
36. Humor and animals are the most popular creative elements during the past three Super Bowls. This is explains why Doritos (“Pug Attack“) has been the most effective Super Bowl advertiser during that stretch. Coca-Cola’s polar bears and Budweiser’s Clydesdales also stand out. (Ace Metrix)
37. This is one of the somewhat creepy ways advertisers can determine how and when they will screw with your brain. (Sands Research)
38. Kids play better with viewers than celebrities. (University of Wisconsin Eau Claire)
39. Nearly 30 percent of an ad’s impact is lost if the sound is off. (AdWeek)
40. JesusHatesObama.com, ManCrunch.com, PETA (“Veggie Love”) and CatholicVote.com have all been rejected as Super Bowl ad sponsors. (Boston.com)
41. If all players on both teams pooled the money they will earn during the Super Bowl, they still would not have enough money to buy a full 60-second ad during the game. Winners earn $88,000; losers earn $44,000. (Math)
42. Winners, however, could each buy two 30-second spots if ad rates did not change from Super Bowl 1, when the going rate was $40,000 per half-minute. That also means losers could each buy one 30-second ad, too. (More math)
43. There will be more action during commercials (47-plus) than during the actual game. An NFL game has an average of 11 minutes of action. (WSJ)
44. Pepsi has outspent Coca-Cola by approximately $100 million during the past 10 Super Bowls. (Kantar Media)
45. A seven-game World Series will generate more ad revenue than one Super Bowl. (Kantar Media)
46. In 1984, a 30-second spot cost $370,000 and reached 78 million viewers. In today’s dollars, that’s less than $1 million. (WaPo)
47. In the last three minutes of last year’s Super Bowl, social media users sent an average of 10,000 tweets per second. (AllThingsD)
BizKarl 