Pepsi has decided to break with a long-standing tradition by not showcasing its commercials during the Super Bowl. Instead, the beverage giant is directing its investment towards social media marketing. This groundbreaking decision marks the first instance in 23 years where Pepsi has decided to sit out the Super Bowl advertisement frenzy.
Super Bowl’s Advertising Legacy
Larry D. Woodard, President and CEO of the renowned Manhattan ad agency Vigilante, commented on this surprising turn of events in an ABC News article. He remarked on Pepsi’s pivotal role not only in the Super Bowl ad scene but also in broadcast TV. A decade and a half ago, Pepsi’s branding budget hovered around $150 million. While the brand’s television ad spending has witnessed a decline in recent times, the company still dedicates tens of millions to TV commercials. Notably, the Super Bowl consistently secures the top spot in TV viewership annually.
The Rise of Social Media Interaction
As traditional TV viewership faces a decline, online interactions, notably on social media platforms, are skyrocketing. To put it in perspective, the 2009 Super Bowl pulled in a staggering 95.4 million viewers. Interestingly, a significant portion of this viewership tuned in not just for the game, but for the commercials too. When compared to the younger audience aged 18-34, a remarkable 85 percent are active on social media platforms, whether it be texting, blogging, or networking on sites like Facebook. This shift in platform preference is not lost on businesses. For instance, the toy retailer Toys “R” Us launched its Facebook page around the holiday season and witnessed an exponential growth rate, amassing between 40,000 and 95,000 fans daily post-launch.
The Super Bowl vs. Social Media: A New Advertising Landscape
The numbers underscore the massive reach of the Super Bowl from an advertising perspective. Even with high advertisement costs, companies see the value due to the sheer volume of viewers. Pepsi’s choice to prioritize social media marketing over such a coveted advertising platform underscores the meteoric rise of online platforms in the advertising realm in just a few years. Pepsi’s shift in strategy is a telling sign of the evolving landscape of brand engagement.
It’s worth noting, however, that while Pepsi might be sidelining its Super Bowl commercials, the ads will still find their way to social media. Social media platforms, including Twitter, Facebook, and MySpace, will be rife with shares, likes, and comments about the Super Bowl ads, further emphasizing the growing significance of these platforms.
Pepsi’s strategic move from Super Bowl to social media is a testament to the changing dynamics of advertising. As brands adapt and align with modern consumer preferences, it will be fascinating to see which platforms emerge as the next big thing in brand promotion.
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