Splashy ads grab ma­jor YouTube views

Cana­di­ans go on­line to watch the com­mer­cials they can’t see on TV

Metro Canada (Winnipeg) - - SCENE - JES­SICA SMITH CROSS Metro in Toronto

Search­ing the In­ter­net for the Amer­i­can Su­per Bowl com­mer­cials Cana­di­ans don’t get on TV on has be­come a na­tional pas­time, but that’s about to change.

Five years of Google search data shows that ev­ery year, more Cana­di­ans search Google for Su­per Bowl com­mer­cials than Amer­i­cans and our searches out­num­ber our gi­ant neigh­bour to the south the most around game day, when Canadian broad­cast­ers have been sub­bing out splashy Amer­i­can ads for Canadian ones.

That hunger for Amer­i­can ads is why the Canadian Ra­dio-tele­vi­sion and Telecom­mu­ni­ca­tions Com­mis­sion an­nounced Thurs­day it will stop Canadian broad­cast­ers from sub­bing in Canadian ads for Amer­i­can ones dur­ing the Su­per Bowl as of 2017.

“The best com­mer­cials are com­ing from the U.S. where they have more skin in the game, given what they’re pay­ing for ad­ver­tis­ing,” said Ken­neth Wong, Pro­fes­sor of Mar­ket­ing at Queen’s School of Busi­ness.

“In fact, many of the Canadian ads shown at the Su­per Bowl are just regular ads, noth­ing spe­cial done for the Su­per Bowl.”

In the mean­time, it’s be­come more im­por­tant for Su­per Bowl ads to make the most of the buzz on­line, he said. More com­pa­nies are mak­ing “teasers,” which are es­sen­tially on­line ads for their Su­per Bowl ads.

For ex­am­ple, Vic­to­ria’s Se­cret filmed an on­line spot of its mod­els play­ing foot­ball that is just as a teaser for its main ad dur­ing the game.

“When you’re spend­ing $4.5 mil­lion on a sin­gle ex­po­sure of a na­tional ad, you want to do ev­ery­thing pos­si­ble to make sure that ad is seen by peo­ple,” Wong said. “So, you make an ad for an ad.”

More than 70-mil­lion to­tal min­utes of Su­per Bowl ads — and teasers for ads — have been watched on YouTube so far, which is nearly triple the amount watched by this time last year, Google re­ports.

Ac­cord­ing to Cheri Bradish, re­search chair in sport mar­ket­ing, Ted Rogers School of Man­age­ment, the im­mense pop­u­lar­ity of on­line Su­per Bowl ads goes hand-in-hand with a shift away from watch­ing sports on TV to watch­ing sports on other plat­forms.

“The par­a­digm is clearly shifted in how con­sumers, par­tic­u­larly young con­sumers, are con­sum­ing sports,” she said.


A Vic­to­ria’s Se­cret 90- sec­ond teaser ad showed su­per­mod­els fully dressed as foot­ball play­ers, although the ac­tual Su­per Bowl ad shows the mod­els dressed in Vic­to­ria’s Se­cret lin­gerie.


Car­ni­val Cruise Lines is try­ing to boost its im­age with its first-ever Su­per Bowl ad af­ter sev­eral years of bad pub­lic­ity from ill­nesses on cruise ships and the sink­ing of the Costa Con­cor­dia wreck in 2012.

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