Monday, February 8, 2016

Super Bowl Ads Not So Super

I don’t know about you but I didn’t find any “great” commercials in Super Bowl 50.

And, from a marketing/ROI standpoint, that concerns me. Companies were paying upwards of $50 million to woo viewers and sell their products.

Unaided, I can’t remember many other than the NFL’s “Super Bowl Babies.”

But, perhaps I was not the target?

According to today’s XYZ University blog post, “out of 63 product ads we viewed during Super Bowl 50, only two were tailored towards Baby Boomers, six were focused on Generation X, and all the remaining were focused on Gen Y/Millennials.”

While most ads were aimed at Millennials, the XYZ blog notes that “this is especially interesting considering that while Super Bowl ratings have soared in the past decade, Nielsen reports the number of viewers within the 18-49 year old audience has remained relatively flat since 2011.

In other words, companies are desperate to reach the Millennial audience, but that doesn’t necessarily mean Millennials are tuning in.”

As you think about marketing your association (which means recruiting members, generating conference attendance, etc.), are you considering which audience you are after? Are you targeting your messages to reach those distinct audiences?

If not, why not?

What to read more?  Here is IMG's take on the best and worst of 2016 Super Bowl ads.  

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