SUPER BOWL 2013 (English version)

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Havas Media France

Développement personnel

The Super Bowl
2013

Strategic Planning – February 6, 2013

Media-wise
260.000
viewers watched the Super Bowl 2013 on W9 in France

108.4
1.8% of audience share/ Vs 326.000 in 2012

million
viewers watched the Super Bowl 2013
in the USA.

The 3 last Super Bowl had an average of

3 million
47 minutes of commercials
Nielsen / Médiamétrie / CBS

for a 1 hour game
Americans followed the Super Bowl live
on the Internet
Vs 2.1 million in 2012

Economic wise

$1.85 billion
$4 million
the average price of the 30s in 2013
invested by brands in Super Bowl Vs 3.5 million in 2012
Kantar Media / Retail Advertising and Markting Association / Nevada Gaming Control Board

advertising over the last 10 years

$10 billion
$98.9 million
bet in Nevada’s casinos in 2013,
spent by American consumers on the breaking the $94.5 million
Super Bowl in 2013 including 70% for record (2006)
food

Web Social wise

24.1 million
cumulative tweets posted about the
Super Bowl during the game.
Vs 13.7 million in 2012
268.000
tweets/minute posted at the end of Beyoncé’s
show

52.556.473
total activities (post, tweet, comment, like, share)
Twitter / Mashable / Trendrr

during the Super Bowl 2013 in the USA
Vs 17.456.217 in 2012

And what about France?

Same thing for the 2nd screen
Tweets on air, sportscaster replaced by twitter-
users, creation of special rooms dedicated to
social conversation on set…

SOCIAL MEDIA

LONGER COMMERCIALS

THE SPREADING OF CROWDSOURCING

CONTROVERSIES

THE REAL TIME BOWL

The Followers / Scriptwriters

For the 1st time in Super Bowl history,
an ad was inspired by followers’ tweets

Twitter knocked out Facebook

26 out of the 52 national ads mentioned Twitter vs. 4 mentioned
Facebook

In 2012, 8 ads mentioned Twitter and 8 ads mentioned Facebook
Marketing Land

Ads which last…

Percentage of ads lasting 60 secondes and more during the Super Bowl

25%

19%
15% 15%
11% 10%

2008 2009 2010 2011 2012 2013
Kantar Media

...and turn the heat up

• Brands increase the pressure around the ads really ahead of the D-Day
• Others preach for the “Anticipation Bubble”, they keep everything secret
to cultivate their difference like Chrysler and its 2minutes long ads.
• An effective strategy : Dodge’s ad is the most tweeted about for the Super
Bowl 2013 with 402.000 comments in 45 min.

Win the jackpot?

• GoDaddy also had its own controversy thanks to its ad
• The website proudly claimed the day after the Super Bowl :
•+45% sales on hosting
• +40% sales on domain name
• +35% mobile clients
• +10.000 clients
GoDaddy

Super bowl ?
No, Real Time Bowl !

Strategic Planning – February 6, 2013

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SUPER BOWL 2013 (English version)

1. The Super Bowl 2013 Strategic Planning – February 6, 2013

2. Super Bowl ? No, Mega Bowl !

3. Media-wise 260.000 viewers watched the Super Bowl 2013 on W9 in France 108.4 1.8% of audience share/ Vs 326.000 in 2012 million viewers watched the Super Bowl 2013 in the USA. The 3 last Super Bowl had an average of 3 million 47 minutes of commercials Nielsen / Médiamétrie / CBS for a 1 hour game Americans followed the Super Bowl live on the Internet Vs 2.1 million in 2012

4. Economic wise $1.85 billion $4 million the average price of the 30s in 2013 invested by brands in Super Bowl Vs 3.5 million in 2012 Kantar Media / Retail Advertising and Markting Association / Nevada Gaming Control Board advertising over the last 10 years $10 billion $98.9 million bet in Nevada’s casinos in 2013, spent by American consumers on the breaking the $94.5 million Super Bowl in 2013 including 70% for record (2006) food

5. Web Social wise 24.1 million cumulative tweets posted about the Super Bowl during the game. Vs 13.7 million in 2012 268.000 tweets/minute posted at the end of Beyoncé’s show 52.556.473 total activities (post, tweet, comment, like, share) Twitter / Mashable / Trendrr during the Super Bowl 2013 in the USA Vs 17.456.217 in 2012

6. The consacration of Social TV in USA 2012 Top 5 of the most commented tv ads 2013 # Social Media # Social Media Rank Brand Title Rank Brand Title Comments Comments Bodywear 1 for H&M 109K 1 Farmer 402K It’s 2 Halftime in 96K 2 Viva Young 321K America Big Game 3 Vocal Kombat 74K 3 Spot 319K Man’s Best 4 Friend 74K 4 Brotherhood 302K 360 King’s 5 Court 45K 5 Seamless 258K Bluefin Labs Technology

7. And what about France? Same thing for the 2nd screen Tweets on air, sportscaster replaced by twitter- users, creation of special rooms dedicated to social conversation on set…

8. 2013 : 5 Trends

9. SOCIAL MEDIA LONGER COMMERCIALS THE SPREADING OF CROWDSOURCING CONTROVERSIES THE REAL TIME BOWL

10. SOCIAL MEDIA

11. The Followers / Scriptwriters For the 1st time in Super Bowl history, an ad was inspired by followers’ tweets

12. Twitter knocked out Facebook 26 out of the 52 national ads mentioned Twitter vs. 4 mentioned Facebook In 2012, 8 ads mentioned Twitter and 8 ads mentioned Facebook Marketing Land

13. LONGER COMMERCIALS

14. Ads which last… Percentage of ads lasting 60 secondes and more during the Super Bowl 25% 19% 15% 15% 11% 10% 2008 2009 2010 2011 2012 2013 Kantar Media

15. ...and turn the heat up • Brands increase the pressure around the ads really ahead of the D-Day • Others preach for the “Anticipation Bubble”, they keep everything secret to cultivate their difference like Chrysler and its 2minutes long ads. • An effective strategy : Dodge’s ad is the most tweeted about for the Super Bowl 2013 with 402.000 comments in 45 min.

16. THE SPREADING OF CROWDSOURCING

17. The spreading of crowdsourcing

18. CONTROVERSIES

19. No controversy, no Super Bowl

20. Win the jackpot? • GoDaddy also had its own controversy thanks to its ad • The website proudly claimed the day after the Super Bowl : •+45% sales on hosting • +40% sales on domain name • +35% mobile clients • +10.000 clients GoDaddy

21. THE REAL TIME BOWL

22. Blackout

23. The very Real Time brands...

24. The very Real Time brands...

25. ...the Not Really Real Time...

26. ...and the Tomorrow Real Time

27. Super bowl ? No, Real Time Bowl ! Strategic Planning – February 6, 2013

SUPER BOWL 2013 (English version)

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