Posted on by Judy

Had google company activated advertiing at any other events surrounding the Super Bowl 2017? How many commercials had the company launched during super bowl 2017, and in what quarters? How much did each of these commercials cost to air during the Super Bowl? Do you think this commercial would have done better in another quarter, or at a different time during the game? Why? Is it worth the price, why or why not? provide some insight regarding your thoughts to Super Bowl advertising, and whether or not it is cost effective. Support your thoughts with quality sources that back your beliefs, and explain what type of advertisements seem to work, and which ones don’t. List your references.

Google rolled out a smart move by advertising during the Super Bowl 2017. The broadcast of the game recorded 111.3 million viewers in 2017 which could ensure massive reception of the advertisements.
Google could have predicted that the reach of it’s commercials would be huge based on the previous year’s Super Bowl which stood at 111.9 million viewers. Such a massive viewership can ensure tremendous exposure for the products being advertised in the Google commercials.
During the Super Bowl 2017, Google launched one commercial featuring their product ‘Google Home’, a commercial of roughly 2 minutes.
The commercial aired during the first quarter (Q1) of 2017. They launched this commercial on the TV as well.
The Super Bowl draws in audiences from all walks of life, including businessmen, students, sports enthusiasts etc. The game has the power to capture the attention of the audiences towards the commercials as well. The cost of airing a 30 second commercial during the Super Bowl is about $4.5 million
The commercial could have also done well if aired during the holiday season of Thanksgiving or Christmas, i.e Q4 (Quarter 4) , as this commercial invokes feeling of family and togetherness and holidays bring out those feelings in people. Also, people are more likely to shop during the holidays.
Google’s commercial for Google Home smart speakers were launched during Super Bowl 2017, the commercial brings out feelings of family/togetherness which would hit off well with the families and friends watching the game together.
Also, a major hilarious incident associated with the commercials was, while they aired, the commands in the ads such as “Ok Google, turn on the music”, seemed to activate the Google home devices in the homes of the viewers. This led to confusion and amusement. Further, people responded by posting about this incident on their social media platforms, which incidently led to more publicity of the Google Home product, for free!
The Google Home was launched in November 2016, and by airing the commercials during Super Bowl in February 2017 was a wise move by the company to ensure visibility of their product and create awareness.
Overall, the commercials seem to have been cost effective, as the sales of Google Home devices have been about 6 million by the end of 2017. Also, since Google Home is competing with Aamazon echo, it is necessary for Google to ensure the right visibility and reception of their product. A mega event such as Super Bowl, which draws in people from all walks of life, is a suitable platform to launch commercials of a new product in the market.
Since Google is a giant organisation, it had the resources to launch a commercial at an event such as Super Bowl. And the ability of the company to be able to air their commercials in a mega event such as Super Bowl, definitely creates a positive image about the organisation in the minds of people.
Worldwide the following type of advertisements work well:
which evokes feelings of togetherness/values/relationships
which evokes nostalgia
commercials with positive humour in them
commercials featuring celebrities
commercials depicting real life scenarios which people can relate to
Advertisements which people dislike:
pop-up advertisements
advertisements in blogs
telecallers
Overall Google did the right thing by launching this commercial during Super Bowl.
References:
1.Super Bowl’s TV ratings slip for the second straight year”. Los Angeles Times. Retrieved 7 February 2017.
2.https://www.forbes.com/sites/prospernow/2012/02/06/the-power-of-super-bowl-advertising/#265ef5ab2cbb
3.https://www.cnbc.com/2018/01/05/google-home-smart-speaker-sales.html
 
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