The Popularity of Super Bowl: Analysis of Advertising

Introduction

The Super Bowl, an annual spectacle celebrated for its intense football action, has also gained widespread recognition for its iconic commercials. These advertisements hold a special place in the hearts of viewers, as they not only entertain but also become a topic of conversation long after the game has concluded. Companies vie for the coveted slots during Super Bowl commercial breaks, and they are willing to invest staggering amounts of money to secure their place in this advertising extravaganza.

Super Bowl commercials are a league of their own. They aim to stand out from the clutter, make a memorable impact, and resonate with a diverse audience that includes both avid football fans and casual viewers. It's no wonder that according to CNBC, the host network for the Super Bowl charges a staggering $5.25 million for a mere 30-second commercial spot during the championship matchup. While this may seem like an exorbitant investment for such a short time frame, it often pays off handsomely from a business perspective.

The NFL's Unique Approach

Among the myriad commercials that grace the Super Bowl's airwaves, one stood out as particularly remarkable - the NFL's 100th season celebration campaign. The NFL, an institution that has been a cornerstone of American sports for a century, decided to mark this historic milestone in a distinctive and engaging manner.

The commercial begins with the formality of a ceremony but swiftly takes an unexpected turn when a football emerges as the center of attention. This unexpected twist sets the stage for an exuberant and joyous display of football prowess. Athletes, both past and present, converge to revel in the simple pleasure of playing with the ball. What might seem like a casual game of catch reveals its depth upon closer examination.

The NFL's 100th season celebration commercial is not just a spontaneous ball game; it is a carefully crafted tribute to the league's rich history. As the athletes play with the football, keen-eyed viewers will notice that their actions are more than mere fun and games. The commercial incorporates signature moments from these athletes' careers, transforming the playful interaction into a homage to their individual achievements.

For instance, the commercial pays homage to Odell Beckham Jr.'s remarkable one-handed catch, a defining moment in his career. This move not only celebrates individual achievements but also honors the NFL's legacy. The inclusion of iconic former athletes like Terry Bradshaw and Michael Irvin underscores the league's enduring history and the passing of the football tradition to subsequent generations.

To fully appreciate the significance of the NFL's 100th season celebration, it's essential to understand the league's historical importance. Established on August 20th, 1920, in Canton, Ohio, the NFL has been a cornerstone of American sports for nearly a century. Its popularity extends far beyond national borders, drawing millions of viewers from around the world.

While regular-season NFL games typically attract around 20 million viewers, the Super Bowl takes this phenomenon to another level. The championship game, held annually in February, commands an average viewership of approximately 100 million people. This staggering number means that the Super Bowl garners the attention of five times as many viewers as regular-season games.

The Super Bowl serves as the NFL's focal point, capturing an immense and diverse audience. Recognizing this unique opportunity, the NFL strategically chose to air its 100th-year celebration commercial during a Super Bowl commercial break. This decision not only allowed the NFL to engage its existing fan base but also provided an opportunity to reach new and potential viewers.

From a marketing perspective, this move was astute, as it aimed to expand the league's future audience. By airing their celebratory commercial during the Super Bowl, the NFL addressed not only its dedicated fans but also the countless viewers tuning in for the spectacle of the game itself. This strategic approach maximized the commercial's reach and impact.

Analyzing the Commercial

The NFL's 100th season celebration commercial is a masterful blend of entertainment and storytelling. Rather than adhering to a singular theme, it incorporates various elements to create an engaging and memorable narrative. The commercial boasts an ensemble cast of prominent athletes and celebrities, leveraging their star power to complement the overall sense of fun and excitement.

As we delve into the commercial's analysis, it becomes evident that it effectively incorporates elements of pathos and ethos. While the commercial exudes an exuberant and carefree atmosphere, the deeper emotional resonance lies beneath the surface. It subtly taps into viewers' emotions by featuring retired NFL athletes who return to the field, evoking nostalgia and sentimentality. This layer of emotion broadens the commercial's appeal and resonates with a diverse audience.

The success of the NFL's 100th season celebration commercial can be attributed in part to the directorial finesse of Peter Berg. He skillfully wove together elements of entertainment, nostalgia, and emotional resonance to create a commercial that transcended traditional advertising. Berg's direction effectively incorporated pathos and ethos, enriching the commercial's narrative and message.

While the commercial exudes an overall sense of fun and camaraderie, it is Berg's ability to tap into deeper emotions that sets it apart. The sight of retired NFL athletes relishing the game, as if transported back to their glory days, strikes a chord with viewers. This emotional layer adds depth and breadth to the commercial's appeal, making it relatable to a wide range of audiences.

The NFL's 100th season celebration commercial achieved universal praise, particularly on social media platforms. Viewers from diverse backgrounds and interests found something to admire in this unique piece of advertising. It resonated with football enthusiasts, sports fans, and even those who typically paid minimal attention to the NFL.

The commercial's success was not confined to its ability to entertain but extended to its reach. It garnered over 100 million views, a significant milestone in the realm of media and advertising. This achievement underscores the commercial's profound impact and cements its place in the annals of Super Bowl advertising history.

Conclusion

The NFL's 100th season celebration commercial during the Super Bowl is a masterful piece of marketing and storytelling. By incorporating elements of nostalgia, joy, and an ensemble cast of athletes and celebrities, it successfully engages the audience on multiple levels. The strategic decision to air it during the Super Bowl maximized its reach, appealing to both the NFL's existing fan base and potential new viewers.

Peter Berg's directorial finesse effectively incorporates pathos and ethos, adding emotional depth to the commercial's narrative. Beyond the spectacle and fun, there is a heartfelt story of athletes returning to their roots, embracing the game they love. The commercial's universal praise on social media and its impressive viewership numbers underscore its success. In the realm of advertising, the NFL's 100th season celebration commercial is undoubtedly a winner, leaving an indelible mark on the Super Bowl's legacy of memorable commercials.

Works Cited

1. Cordner, Jason. “The NFL's 100th Season Commercial Was the Real Super Bowl MVP.” The Source, THE NORTHSTAR GROUP., 4 Feb. 2019, thesource.com/2019/02/04/the-nfls-100th-season-commercial-was-the-real-super-bowl-mvp/.
2. Jr., Tom Huddleston. “This Is How Much It Costs to Air a Commercial during the 2019 Super Bowl.” CNBC, CNBC LLC., 4 Feb. 2019, www.cnbc.com/2019/01/30/how-much-it-costs-to-air-a-commercial-during-super-bowl-liii.html.
3. League, National Football. “Peter Berg Talks about Directing 'NFL 100' Super Bowl Commercial.” NFL.com, NFL Productions LLC., 31 Jan. 2019, www.nfl.com/videos/super-bowl-live/0ap3000001015026/Peter-Berg-talks-about-directing-NFL-100-Super-Bowl-commercial.