The media industry has been struggling through a period of intense change over the past few years as more and more people abandon traditional cable in favor of subscription services.
On-demand programming has had a significant impact on marketing efforts as firms look for new ways to reach their customers. However, despite efforts to up social media and mobile advertising in recent years, one thing is set to remain constant for marketers— the Super Bowl.
A Unique Opportunity
The annual football game watched by billions presents a huge opportunity for big name firms that can afford to shell out more than $4 million for a 30-second spot during the broadcast. Not only does the Super Bowl receive a huge volume of viewers, but it is one of the only times people are guaranteed to watch the commercials, with many even looking forward to that aspect of the broadcast.
The Players
While it will be the Carolina Panthers and the Denver Broncos battling it out on the field, several big name firms will be competing for consumers' attention during the big game.
Super Bowl staple The Coca-Cola Co KO will be back again this year with its latest ad campaign aimed at positioning the drink as a treat that brings people together amid criticism over the firm's contribution to the obesity epidemic.
Beverage firms Mountain Dew and PepsiCo, Inc. PEP are also expected to produce an ad, and it wouldn't be a Super Bowl without beer commercials from Anheuser Busch Inbev SA (ADR) BUD. The firm will likely include its iconic Clydesdale advertisements, as well as some humorous Bud Light spots. Many are wondering if the firm will also give a nod to one of its craft beer brands like Goose Island or Blue Point, as consumers' interest in the special batch brews grows.
New Entrants
Perhaps the most exciting addition to this year's Super Bowl ad lineup is that of e-commerce giant Amazon.com, Inc. AMZN. The company will join the Super Bowl veterans with its own commercial for its Echo speaker and virtual assistant Alexa.
Amazon won't be the only firm to produce a first-time Super Bowl commercial— PayPal Holdings Inc PYPL, LG Electronics and Marmot are all getting in on the game as well.
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