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  • December 2018 (Revised August 2019)
  • Case
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Super Bowl Storytelling

By: Shelle Santana and Jill Avery
  • Format:Print
  • | Language:English
  • | Pages:12
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Abstract

The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an average of 46 minutes. Why are consumers willing to spend 3.5x more time watching commercials on the Super Bowl than on any other day of the year? Perhaps because they have come to expect the best, most creative, most engaging storytelling of the year from advertisers. With one out of every three Americans glued to the game, advertisers know they have a captive audience and they go to great lengths to stand out in what is somewhat akin to a battle of the brands. However, at a cost of more than $5 million for a 30-second spot, is Super Bowl advertising worth it? And, which types of Super Bowl stories are more and less likely to "win" on the Super Bowl?

Keywords

Television Advertising; Entertainment; Brand Management; Marketing; Marketing Strategy; Marketing Communications; Advertising; Television Entertainment; Brands and Branding; Media; Cost vs Benefits; Advertising Industry; Media and Broadcasting Industry; Sports Industry; United States; North America

Citation

Santana, Shelle, and Jill Avery. "Super Bowl Storytelling." Harvard Business School Case 519-041, December 2018. (Revised August 2019.)
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About The Author

Jill J. Avery

Marketing
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Related Work

    • December 2018 (Revised August 2019)
    • Faculty Research

    Super Bowl Storytelling

    By: Shelle Santana and Jill Avery
    • March 2020
    • Faculty Research

    Super Bowl Storytelling

    By: Shelle Santana and Jill Avery
Related Work
  • Super Bowl Storytelling By: Shelle Santana and Jill Avery
  • Super Bowl Storytelling By: Shelle Santana and Jill Avery
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