Latest viewing figures confirm that this year’s Super Bowl, which aired last Sunday, was the most watched programme in US TV history. I know it’s a tradition, and as such, I should play along in blissful approval but I can’t. I can’t help but feel the Super Bowl Moment is the (old) ad industry’s way of justifying its own existence, with blockbusting productions and media budgets attempting to re-write the future of a brand overnight.
Ironically, most of the ads were ‘leaked’ onto YouTube before the $3.5million media spot this year, probably turning the Super Bowl into the most expensive seeding strategy money can buy. The now (supposedly) viral films allow brands and advertisers to feel happy about their new-found control over social media. Read more »