Despite a soft ad market, NBC says it has sold 90% of Super Bowl ad spots — at record prices — and expects the rest to be taken by the end of December. But a new study reports that both viewers and advertising professionals believe the domestic violence controversies will affect the tone of the creative we see during this year’s big game.
More than three quarters of ad professionals and 78% of other people surveyed by the American Advertising Association said the domestic violence scandals involving NFL players should inspire spots that promote “more positive social messages” and are more family friendly this year, according to a report in The Wall Street Journal’s CMO Today.
However, of those polled most were divided on how much impact they thought the scandals would actually have on this year’s ads, even though they think it should.
Here’s how it broke down:
- More than half the ad professionals polled thought the NFL’s troubles with domestic violence would affect spots “a little,” 12% thought it would change spots “a lot,” and a third thought the controversy would have no effect at all.
- As for the general public, 42% of those polled think the controversy will alter the game’s advertising “ a little,” while 20% said it would sway the ads “a lot.” A third said they thought it would have no effect.
Though many think the recent scandals have tarnished the NFL brand, there was no indication that anyone polled thought it would diminish enjoyment of the big game (82% and 67% respectively). The Super Bowl remains an opportunity for millions to get together with friends and family to celebrate the biggest U.S. live event advertising opportunity of the year.
At the midpoint of the season, NFL football has seen a rise in viewers compared with last season—averaging 18 million versus 16.8 million. These games have accounted for 26 of the 28 most watched television shows of the year, according to AdWeek.
Ads that hit the “sweet spot” with the Super Bowl audience while keeping the controversy in mind will be key to winning over viewers, which were 46% female for last year’s big game. Indeed, more women watch the Super Bowl than the Emmys and the Oscars combined, according to AdWeek.
“I don’t think everybody should go overboard—and make it the ‘do-gooder’ Super Bowl. “But it may not be the year to tackle Betty White in a Snickers spot. It may not be the year for that slapstick, semi-violent tone in advertising,” Alison Fahey, 4A’s chief marketing officer told AdWeek.
While the league isn’t saying what it will do with its donated time during the big game, it has created a series of anti-domestic violence public service announcements called “No More” that star prominent players and football personalities, including the New York Giants’ quarterback Eli Manning and ESPN’s Cris Carter.
And with ads 90% sold out already, advertisers aren’t shying away. For a list of who is advertising and what they’re planning, check this AdAge roundup.