Super Bowl 49 - Marketing the Game

This year's game pits the defending champions Seattle Seahawks vs. the New England Patriots. Looming just as large as the game is the marketing surrounding it.

The soft TV ad market this year is extending even to Super Bowl XLIX, where NBC said in November ad sales were moving along slightly more slowly than in prior years. Automakers aren't crowding the field as much as they have lately, without as many new models that the game is well-timed to promote. Lexus and Mercedes - Benz are returning this year along with some perennial favorites.
 
Anheuser-Busch, which plans to run seven 30-second ads, and Pepsi, which is sponsoring the halftime show and has bought ad time for its Doritos brand. NBC has sought between $4.4 to $4.5 million a 30 second spots. The event is estimated at generating over $350 million in marketing revenue for the network.

There will be about 15 new advertisers in the 2015 game, especially in digital commerce and technology. This is a shift from traditional main stream marketing. One should pay attention to who these new players are. Take notice of what services they provide.
NBC has created a Tumblr page for Super Bowl XLIX advertisements that are shown during the game. One of them can be previewed now.
 

The Comcast-owned NBC-TV network will broadcast the game for an audience that could top 100 million - and 20 million subscribers can watch it on Comcast cable-TV and Internet network. This is perfect for NBC strategy of to promote the TV Everywhere platform - that is, watching the game on laptops, desktops or tablets away from the television. With "Super Stream Sunday," NBC will make the streamed game and related Super Bowl shows available for free and without authentication.This can be accessed at www.NBCSports.com/liveextra.
 
This week, The Today Show, The Tonight Show and NBC Nightly News will be used to promote the event through various on-location programming at Super Bowl Central in Phoenix. Other programs such as Access Hollywood, E! News, The Dan Patrick Show, Pro Football Talk, NBC Sports Radio, NBC Sports Digital and NBC Sports Regional Networks will originate from Arizona during Super Bowl week.

Telemundo and Mun 2 will also be featured during cross promotional channels and social media platforms. Titulares Y Mas will have nightly coverage. Ritmo Deportivo will be at the hippest places in Phoenix, looking for the best Super Bowl Party.  This is a Spanish translation that promoted the game on Twitter on @Telemundo."Este primero de febrero llega el tan anticipado #NBCUniverso, la nueva cadena hispana de #NBC hecha contigo en mente."

Comcast hopes that the huge audience will experiment with TV Everywhere, boosting its usage. This will eventually change the way we watch the game. Katy Perry is the halftime entertainment.  She'll sing several songs . The roar of the crowd will accompany her.

Sub Plots -Wilson vs. Brady. Belichick vs.Carroll. Carroll is a former coach of the Patriots.  A great match up between the best defense and the top offense. Wilson is undefeated against Super Bowl winning quarterbacks.

Prop Bets- Will Marshawn Lynch speak to the media? How many times will the announcers mention #deflategate? How long will the national anthem take to perform?  Which team will score 1st?  The line is even and the over/under is 48. So who wins?

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