With a lockout threatening the league, the highest rated television event of the year could be gone. No football and worse—no commercials.
Without the Superbowl networks lose millions of advertising dollars and brands let out a longing sigh for the one place where people actually want to see commercials. Lightspeed research and Nielsen have reported that over 44% of viewers watch the Superbowl for the commercials alone. In fact, the promise and expectation of nonstop entertainment is what boosts the ratings.
Over the past 10 years Superbowl spending has reached over $1.6 billion, with many brands willing to pay the ever-increasing rates because, well, it works. And let’s face it, we love ‘em.
So if the unthinkable happens—why not show the commercials anyway? We know that at least one time a year, multiple brands can create outstanding commercials that people sit down to watch. So why would we slack on entertainment when there is still an audience asking for more?
Imagine a TV event of pure Superbowl commercials that would air in place of the big game. I’m thinking it’s still a buffalo wing-worthy event. And I’d bet at least 44% of traditional Superbowl viewers would be whipping up some chip dip for it too.