Super Bowl commercials draw just about as much attention as the football game itself.
Every year, viewers look forward to what creative marketers have up their sleeves – something original, clever, funny and perhaps shocking.
With an audience of 100 million and at a cost of $5.25 million for a 30-second spot, according to CNBC, it must provide a solid return on investment.
What makes a good commercial? Our team at Priority Marketing has helped many clients develop TV commercials, from concept development, scriptwriting and shoot coordination to video editing and media buying. There are many ingredients to creating a commercial that yields results, starting with a carefully crafted plan to help clients achieve their desired outcomes.
Here’s our approach to developing outstanding TV commercials:
- Clearly define goals and objectives
- Identify the target audience(s)
- Develop a powerful concept with a creative script that engages the target audience, supports key messages and focuses on a strong call to action
- Execute with excellence
The call to action is key, as well as a plan to track results. Advertisers can do this by tracking website visits, telephone calls, social media mentions, product sales and donations made immediately after a commercial has aired. Poor commercials do not generate a response, either now or later.
With a living room full of football fans, lively conversation and scrumptious snacks, it can be challenging to keep TV viewers’ attention during Super Bowl parties. The best commercials aren’t a break in the action – they are part of the action – and become the focus of water cooler conversations for several days after the Super Bowl.
Priority Marketing’s talented team of creative professionals wore their marketing and advertising hats to their Super Bowl parties, viewing commercials as both industry professionals and consumers. Some common terms emerged while describing their favorite commercials: funny, memorable, inspiring, inclusive, authentic and relatable.
Olivia Orth, creative director and senior copywriter at Priority Marketing, shared her expertise with FOX4 for a segment about 2019’s most memorable Super Bowl commercials.