Advertisers have been using creative ways to market their clients’ products and services for centuries. Taking out full-page newspaper ads, airplane banner advertising in the early 1920s, and more recently, the influx of online ads. But even in the tech-addicted 21st century, television ads still reign supreme.
And as Super Bowl LI approaches, marketers and viewers across the globe prepare to view this year’s batch of commercials. Yet some members of the National Football League believe that the commercials might actually be hindering the game’s success.
“It doesn’t take a genius to figure out that nobody wants to see two minutes of commercials, come back, kick the ball, and then go to a minute-and-a-half of commercials,” said Steve Bisciotti, owner of the Baltimore Ravens. “I’ve thought that was absurd since I was 20 years old.”
According to CBS Sports, after an 8% drop in NFL ratings during the 2016 season, one of the most common complaints viewers had about the sporting events was the amount of commercials.
“We’ve got to figure that out,” Bisciotti added.
His plan, however effective, sounds like something that the majority of NFL players, coaches, officials, and owners would not get on board with: accepting less money.
“That’s going to hit the players more significantly than it’s going to hit the owners,” he added. “I still don’t know any owner that’s in the business because of the money.”
The commercials that will take place during the Super Bowl are worth a few million bucks for a single 30-second spot. According to Bleacher Report, advertisers aren’t as worried about the total time spent watching commercials during the Super Bowl as they are about both the performance of the NFL and the commercials themselves.
“Super Bowl is the biggest day in advertising, and following our incredibly successful 2016, we wanted to push the creativity and storytelling even further,” said Dean Evans, CMO at Hyundai. “Our brand commitment is to make things ‘better,’ and we are going to give some deserving fans an experience they will never forget.”
Also, there will be a football game to watch.