There were three big themes from the 2012 Super Bowl:
- High demand: Super Bowl ads sold out early and at a high price. This is an encouraging sign for the economy.
- Integrated campaigns: Super Bowl advertisers truly embraced integrated marketing, using social media, PR and promotions to build excitement and capitalize on the power of the event.
- Safety: Marketers didn’t take enormous risks on the Super Bowl this year. There was less offensive content this year, aside from Go Daddy’s now familiar approach, which has become brand consistent material. But this makes sense; when the stakes are this high the upside is easily outweighed by the potential risks.
Look for even higher prices and more integrated campaigns next year: These are trends we will be seeing for a long time to come.