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Super Bowl advertising strategy much bigger than game day commercials

Super Bowl XLVIII will be played in New Jersey this weekend and most New Yorkers would rather drink from a pothole than be caught anywhere near the game. Traffic in the city is hopelessly snarled, the exhibits are charmless and the two teams inspire no particular feelings one way or the other for the locals.

None of which changes the fact that come Sunday evening the entire town and the rest of America will be flopped in front of their television set for five hours obsessing over every snap and advertisement. Last year the game was on in 53 million homes being watched by an estimated 108-million people.

The Super Bowl transcends local rooting interests or even sports itself. Over-hyped, over-priced, and over-the-top the Super Bowl isn’t football. The Super Bowl is America.

Commercials are ruining the experience of live football during the regular season but ads are a key ingredient of the experience for the folks at home come Super Bowl time. According to AgAge advertisers will spend about $4 million for every 30-second commercial during the game. With that kind of cash on the line the companies spare no expense putting their best foot forward, often using the game as a platform for yearlong campaigns.

In the attached clip Anne Makherjee of Frito Lay and Simon Lowdown of Pepsi (PEP) explain that their companies consider game day the culmination of months worth of planning and relationship building between themselves, the NFL and consumers. In the attached clip Makherjee claims Doritos already has almost 30-million views of its campaign. “We’ve already had our Super Bowl before the Super Bowl”.

For its part, Pepsi will be sponsoring the Bruno Mars half-time show. Lowdon is joking when he says Pepsi would have created halftime if it didn’t already exist but he could be onto something. Last year there were 52-minutes of scheduled ads, just eight minutes less than the 60-minutes of run time in the game itself. It’s hardly inconceivable to think the days of a halftime within each half could be here soon.