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Super Bowl ads utilize social media outlets

Christin Kloski | Thursday, February 2, 2012

This year, advertisements for the Super Bowl XLVI will captivate audiences around the country in a new way.

Professor Robert Williams, assistant professor of marketing at Saint Mary’s College, said this year’s advertisements will be interactive with the use of social media.

“Social media has been the game changer for Super Bowl ads,” Williams said. “The companies will receive quick feedback to the ads this way.”

Williams said companies are trying increase their accessibility to consumers. Some will use the “AdMeter,” an application on Facebook, to track the receptiveness of viewers to company ads, he said.

Williams said companies use this information in preparations and designs for future ads and products.

Due to these changes, the cost of running advertisements during the Super Bowl has increased by 16.7 percent since last year, he said.

“It will cost $3.5 million dollars for one 30-second spot to run during the Super Bowl this year,” Williams said.

The rising cost in running time, however, demonstrates strength in the United States’ economy, he said.

“For 46 years, the prices of Super Bowl ads have increased and decreased, it is based on how well the economy is doing during that year,” Williams said.

Williams said social media may also help the Super Bowl and its advertisements become international. As more countries become interested in the sport, they will also be entertained by its advertisements.

“For example, if the Super Bowl goes international, beer companies will show beer in company names which American viewers will recognize, such as Miller Light,” Williams said.

Williams said companies are already getting feedback by viewers on their websites. Due to companies’ use of social media, however, viewers may ignore advertisements during the actual game after watching them weeks in advance, he said.