The Swift Effect in the NFL.
Welcome to The Marketing Accelerator Podcast – Super Bowl 59 Edition - Episode 1, featuring three insights in about three minutes. I’m Drew Dinkelacker. I walk alongside business leaders and guide them along their marketing journey. If you have a marketing conundrum, then let’s talk.
This year, the cost of a 30-second commercial during the game was $8M dollars. That’s just the cost to broadcast it. Does not include production costs and fees paid to celebrities…and there were a lot of celebrities.
Each year, there are more than 60 spots where brands are putting their best efforts forward to engage this massive viewing audience. I watch all 60 of these spots in about a 48-hour period. When you do that, you see certain things that you normally wouldn’t see when you watch these commercials spread out during the game.
For example, all season long, we’ve been treated to shots of Taylor Swift in the club box at the Chiefs’ games. Her relationship with Travis Kelce has brought in a massive increase in younger female viewers to the NFL. You know, I started following the Cincinnati Bengals as a teenager…that’s 50 years now. Can you imagine adding to your customer base a new segment of the market that has the potential of a 50-year customer? Talk about Lifetime Value! No wonder the NFL is happy to feature this relationship during games.
We’re seeing the ripple effect of Taylor Swift and her fans in the content of this year’s commercials.
There was a significant decrease in the number of male-led commercials, and there were more spots with couples in the lead or a woman in a dominant role like in the Ray-Ban Meta spot.
Here you have two hunky dudes being irresponsible and one female holding them accountable. This is also a very effective product introduction spot as we hear Chris Pratt and Hemsworth give instructions on how to use these Meta-connected glasses while at the same time having Kris Jenner call her attorney using the same glasses.
Dove logged in with a straightforward spot about self-image for young women.
Lays featured a young female farmer following in the family footsteps growing potatoes for Lays Potato Chips.
And the NFL started promoting girls flag football for all 50 states.
Stay tuned for Episode 2 as I share a couple of spots that were highly effective.
The Marketing Accelerator Podcast is a production of MarketingAccelerator.com where business leaders gain confidence in their marketing efforts and marketers turn into high performing leaders. If you have a marketing challenge keeping you awake at night, let’s talk. I’m Drew Dinkelacker.