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January 30, 2012

US Super Bowl to cash in on social media for advertising

The average price of a Super Bowl advert has rocketed to over 50% of the original during the last decade

By CBR Staff Writer

The US Super Bowl excitement is fast catching up with the advertisers looking to use the social media for strengthening brand image among the audience by going online during breaks.

With a 30-second slot of advertisement costing $3.5m, renowned brands like Volkswagen and Coke will be looking to make the most of the social media sites to promote their brands on the sidelines of the Super Bowl event.

In spite of the financial slowdown, the average price of a Super Bowl advert has rocketed to over 50% of the original during the last decade.

North Western University marketing professor Tim Calkins told the Reuters that the demand is quite high this year for Super-Bowl slots, resulting in increase of prices, which is a very positive sign for the economy.

Volkswagen’s Audi will air a 60-second advert in which 2013 Audi S7’s LED headlight technology is featured, with comments and remarks about the ad posted on #SoLongVampires.

Other automakers advertising during the game include General Motors showcasing its Chevy brand through seven commercials before, during and after the football finale, and the company is said to be relying heavily on Twitter, NBC and the like.

Coca-Cola is developing computer-generated polar bears who will appear on their Twitter page during the first and second quarter-breaks.

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According to PepsiCo Beverages Global Head of Digital Media Shiv Singh, Social TV is a ‘massive phenomenon’ and a vital part of their Super Bowl campaigns.

The company has partnered with media houses like radio service Pandora Media and social TV specialist GetGlue.

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