Tag Archives | Super Bowl ads

4 Ways the Super Bowl Could Score Big with Women & Moms

Women account for an estimated 45 percent of the NFL’s 150 million American audience and are perhaps pro football’s true MVPs. Female fans, a group beloved by advertisers, represent the league’s biggest opportunity for growth. And, according to our recent Ketchum Breadwinner PheMOMenon study, nearly half of all U.S. moms (49 percent) are now the primary breadwinner or are on par financially with their significant other. That makes women (and especially moms) a force to be reckoned with in the NFL, even if they aren’t lining up on the gridiron.

Will this year’s Super Bowl succeed in scoring with the female fan base, or will the domestic abuse issues and “deflate gate” cast a shadow over women’s interest in the game?

If last year was any indicator, the Super Bowl will be used even more in 2015 as a platform to connect with moms and their families. Of course there will be cute puppies (or, in the case of Go Daddy, not), big stars and lots of humor. But, our Breadwinner PheMOMenon data reveals that the true key to reaching moms has everything to do with how they define success.

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New Era of Marketing Integrates Online and Offline, Paid and Earned

Alex Cecala, Research Associate, and Gary Levison, Research Associate, from Ketchum’s Global Research Network also contributed to this post.  In the past week and a half, a lot of ink has been spilled over the magnitude of this year’s Super Bowl audience. However, despite all that’s been written about the game and ads alike, I still think there is one aspect of Super Bowl XLV that demands more attention. Super Bowl XLV didn’t just make media history – it made marketing history. It inaugurated a whole new strategic paradigm in which the old boundaries between online and offline as well as paid and earned no longer stand.  At the core of this new emerging paradigm is the leveraging of owned social media properties online to drive impressions of paid content offline, which are in turn configured to drive earned social media impressions online. Most brands executed this strategy in three phases. First, they released their ads prior to the game on YouTube. Second, they aired the ads in 30-second spots during the game. Third, they integrated Facebook profile URLs and Twitter hashtags in their TV ads. 

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