Which is most valuable: the Super Bowl spot, or the social media and mobile extensions?

[Pat Coyle]

TV + Smartphones + Social = ROI?

A recent survey from Lightspeed Research estimated that nearly two-thirds of viewers aged 18 to 34 who plan to watch the Super Bowl also plan to make use of a smartphone.

Of those with a smartphone, 59% will be sending emails or text messages about the game, 18% will be checking out ads online from their phones, and 18% will visit advertiser websites. Almost a third, or 32%, will be posting comments about the game on a social network, according to the survey. More

 

These are compelling stats and speak to the essential value of both mobile and social media in the marketing mix. But given the low cost and high potential return of new media, it causes one to wonder: do we really need the Super Bowl spot in the first place?

 

Which is most valuable: the Super Bowl spot, or the social media and mobile extensions?

Share your thoughts here

[Pat Coyle]

This just in: Apple and Campbell's say iAds are twice as effective as TV read article

[Remco Tevreden]

I think social media and mobile extensions add more value. You need to stay innovative. The sportfans/ consumers simply get a blind spot for the (old) traditional advertisement spots

 

 

http://www.sportmanagement.cc

[Kristen Sonsma]

I don't see the TV spots going away as for some brands that visual and audience size is very powerful. However, I think the social media/mobile side has more opportunity for more interation with the fans. The viral side of social media allows for brands to reap the benefits of a positive campaign even after the event takes place.

[Mark Gallo]

Social media allows brands the opportunity to own an entire week of super bowl chatter instead of winning USA Today's Super Bowl Ad meter award. Case in point, Volkswagen Commercial: The Force. This was brilliant. 12 million views before the game!

[Dan Lobring]

Best case scenario is an integrated combination of all three. Can't view a TV ad as just as one-off, needs to be part of a integrated strategy including social media. We tackled this issue on MediaPost recently -
Does Super Bowl Spending Equal Super Returns?

[Mike Chan]

Cop out answer, but of course it depends on what objective the brand is trying to achieve. If it's awareness, I don't think the value of any single media placement can compare to a super bowl ad spot. But the accompanying social media and mobile components will have a greater impact on the middle of that marketing funnel - consideration and preference and ultimately conversion.

 

Also, the question is tough to answer because the impact of the two options are not mutually exclusive. The Super Bowl ad wouldn't have as much value without the social and mobile extensions, and the social and mobile extensions wouldn't have as much value without the Super Bowl ad.

 

@mikewchan

[Pat Coyle]

It's all very Gestalt, isn't it? Each component has value which is heightened by the presence of the others. The whole is more valuable than the sum of its parts. I think the only way to judge the total value of each component is over time. TV provides the big bang. Social and mobile live on well beyond the event.

 

;-)

[Mark Gallo]

Most valuable asset is the :30/:60 commercial itself in the game. Nearly 100 million people will watch your ad and hopefully will make it "water cooler" talk at the office tomorrow morning. The end result  and goal of ads, social media is word of mouth advertising from trusted resources. Twitter has allowed you to create lists, Facebook has groups and the list goes on. All these forums are ways for people to receive trusted advice/recommendations. By running an ad in the Super Bowl, advertisers are buying the best return possible for their brands.

[Kristen Sonsma]

Mark - Great response!

[Mike Mahoney]

I believe they work better together. They should complement each other and extend the life of the SB spot.

[Tim McGarry]

I agree with Mark and Kristen about the power of the Super Bowl TV ads.  The novelty of a Super Bowl TV ad is pretty powerful.  This is one of the few times where commercials take center stage, and I don’t think this should be overlooked.  Brands that want to be talked about on Monday morning need a TV spot.

 

That being said, I think the most effective campaigns will use TV commercials to leverage social media campaigns.  A few of the top brands are embracing social media in their TV ads this year, and it will be interesting to see how this is received.

[Mark Gallo]

Tim,

 

2 or more methods are always better than one. The case I was  making was if you have to choose between 1 or the other and a decision needs to be made where to invest resources, the investment in the spot advertising is more valuable. Companies that are spending the going rate needed for in game advertising are forcing social media chatter about their decision already. Getting both of best worlds with 1 buy.