Younger viewers aren't watching TV, but ad-makers are finding a way to reach them through the big game.
For Karl Lieberman, chief creative officer at ad agency Wieden + Kennedy in New York, Super Bowl Sunday is not the football holiday it is for most Americans.between the Los Angeles Rams and the Cincinnati Bengals at SoFi Stadium in Inglewood. His clients include Anheuser-Busch, Amazon Prime and TurboTax.
Thirty-second commercials — especially during the Super Bowl — have a tall order these days. They need to be conversation starters that can engage consumers who will spread advertisers’ messages on social media, garnering impressions on top of the massive audience watching the game. “It’s really important to understand what your consumers and fans are saying,” said Karen Costello, chief creative officer for ad agency Deutsch LA. “The Super Bowl puts a finer lens on that.”Despite the challenges facing advertisers, demand for TV spots during the Super Bowl shows the 30-second commercial still has plenty of juice. This year, advertisers spent as much asLast year, the Super Bowl was watched by 96.
Figurines of each employee, left, and a poster of Michael Jordan adorn walls in the Wieden+Kennedy offices in New York. The agency has worked on multiple commercials featuring Michael Jordan.
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