SPORTS MARKETERS CHOOSE NEW MEDIA OVER SUPER BOWL ADVERTISING

New York (January 24) In a confidential survey of the National Sports Marketing Network (NSMN) Board, 94% stated they would choose new media platforms to launch a product, compared to 6% who stated they would prefer a Super Bowl advertisement. Further, three out of four executives polled believe that in five years new media campaigns will be of greater value in advancing their brand than a Super Bowl commercial.

The survey – a multiple choice questionnaire conducted January 18-22 – covered a range of topics including the role of new media in sports marketing, the ROI of a Super Bowl commercial and industry-wide perceptions of today’s commercials including creativity and media value. The results were released today at a “Reuters Newsmaker” event entitled: “Super Bowl ads: Are they worth it?”

Of those surveyed 41% said they do not believe Super Bowl commercials are worth the investment and 44% would not recommend purchasing a Super Bowl commercial to their CEO, CMO or Board.

"The poll results clearly indicate an increase in the importance and effectiveness of new media platforms compared to traditional Super Bowl advertising,” said NSMN President Jennifer Karpf.

In comparison with a television spot during other marquee global events, 31% of respondents still believe the Super Bowl provides the biggest value for marketing dollars ahead of NASCAR, the Academy Awards, the World Series, and the Olympic Opening Ceremonies. However, it is not the nearly 100 million TV viewers that provide the biggest bang for the buck. Asked about the most valuable aspect of a Super Bowl ad, 51% of respondents believe that PR value – newspaper, television and blog coverage of the ads – is the primary reward for their investment as compared to 31% who believe it is the size of the viewing audience.

In terms of quality, 69% say the “hype” surrounding the commercials outweighs the creativity of the productions and 63% say Super Bowl commercials have become too reliant on humor driven messages. The following is a copy of the poll questions and results:

What about advertising on the Super Bowl is the most valuable?

    a. A television audience of almost 100 million - 31%
    b. The newspaper, television and blog coverage of the ad before and after the Super Bowl – 51%
    c. Web sites that post the ad and allow them to be e-mailed around – 6%
    All of the Above – 12%

If you were launching a product which marketing tactic would you employ (assuming the same budget):

    a. Super Bowl commercial – 6%
    b. Marketing campaign utilizing new media platforms – 94%

Do you believe that Super Bowl commercials are worth the investment?

    a. Yes – 37%
    b. No – 41%
    N/A  22%

What age demographic do you believe Super Bowl commercials are most effective for?

    a. 12-17 – 0%
    b. 18-34 – 38%
    c. 35-49 – 56%
    d. 49+ - 6%

In five years, which will have greater value to advance your brand:

    a. Super Bowl commercial – 19%
    b. New media campaign – 75%
    N/A – 6%

What do you believe is the most critical element in creating a successful Super Bowl ad?

    a. Creativity – 88%
    b. Ability to define a new product or service in the minds of the consumer – 12%

Have Super Bowl Commercials become too reliant on humor-driven messages?

    a. Yes – 63%
    b. No – 37%

Do you believe the hype surrounding Super Bowl commercials outweighs the creativity of the productions?

    a. Yes – 69%
    b. No – 31%

Would you recommend a Super Bowl Commercial to your CMO, CEO or board?

    a. Yes – 31%
    b. No – 44%
    N/A – 25%

What do you believe is the primary reason for the emergence of contest-driven Super Bowl Advertising?

    a. The growth of new media platforms to extend the campaign – 32%
    b. The need to interject new creativity into the process – 6%
    c. Becomes a publicity-driven “news hook” for ad campaign – 56%
    N/A – 6%

When you think of Super Bowl commercials which brand do you think of first?

    Budweiser – 72%
    Pepsi – 13%
    Apple – 10%
    GoDaddy.com – 5%

What television event offers the biggest bang for your marketing buck?

    a. Super Bowl – 31%
    b. NASCAR – 19%
    c. Academy Awards – 13%
    d. World Series – 6%
    e. Olympics opening ceremonies -  6%
    N/A – 25%

 

ABOUT NSMN
Founded in 1998 by Karpf, NSMN includes more than 7,000 members with chapters in 11 major markets including Atlanta, Boston, Charlotte, Chicago, Denver, Las Vegas, Los Angeles, New York City, Philadelphia, San Francisco and Washington D.C. The membership includes the most influential sports business executives representing a variety of areas including all of the professional sports leagues, sports marketing agencies, television networks, event companies and agents.

NSMN is dedicated to the advancement of the sports business industry through professional development counseling, networking, and the production of thought-provoking, issue-oriented seminars created to raise the level of discourse on critical sports industry issues. In addition to producing must-attend panel discussions in each market, NSMN will host the second annual Sports Licensing Summit in New York City on June 18, 2007.

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Contact: Scott Novak/Schuyler Baehman
DKC - 212 685-4300