Are Canadians Marketers Taking Enough Advantage of the Superbowl?
Media in Canada got in touch with us to participate in an opinion article about this year’s SuperBowl spots. Sean stepped up to the plate and provided some insightful opinions about what he saw last night. Chief among these was the concern that Canadian marketers may not be taking advantage of the wide consumer goodwill present during the famed football game.
As most Canadian SuperBowl viewers know, watching the game from our end of the border nets us a considerably different experience than that of our neighbours to the south. With commercial breaks (even when watching on U.S. networks) replaced with Canadian run ads, we catch only a glipse of the unique ad innovations airing in the U.S.
As Sean mentions, this is a time when marketers have the rapt attention of consumers, but Canadian ads just aren’t taking advantage of the opportunity for innovation. With many of the ads being old standards pulled from existing (and borderline old) campaigns, most Canadians will hop online to see what they missed–and this is the first clue to Canadian marketers: this is one time when your audience clearly isn’t getting enough advertising. In an age when it’s widely recognized that consumers have an information overload, the Big Game is one of the only times of year when it’s apprent Canadians aren’t being satiated by their brands.
Check out the article, which features opinions for several other industry thinkers here. And what are your thoughts if you caught the game last night? Was there enough creative new content to make sitting through the ad breaks worthwhile for Canadians?
This entry was posted on Monday, February 2nd, 2009 at 2:12 pm and is filed under Fuel Buzz, Media Planning. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
