Advertisers leverage social media for Super Bowl ads

The upcoming weekend will see some of the most advertising dollars spent per ad for the entire year in the United States: the Super Bowl.

Advertisers pay as much as US$3.5 million for a 30-second slot during the big game, but this year they are looking to get more for their money. Social media is already playing a big part in getting more audience time for these pricy ads.

In the past, the ads would be shown for the first time during the Super Bowl, the biggest annual advertising event in the world. This year, however, some advertisers are releasing their entire ad online, while others are offering extended versions that will run during the game, the Financial Times reported.

Honda, for example, released an extended version of its ad last week. The ad, which features Matthew Broderick as a version of his famous Ferris Bueller character, has already been viewed more than 8.5 million times as of this posting.

Last year, a 30-second commercial slot cost $3 million, Reuters reported. The average price of the ads has increased more than 50 percent in the past 10 years.

“The social media conversation has put more value on a Super Bowl ad, fans will discuss your ads on Twitter and Facebook and then go to YouTube to watch it on demand over and over again,” Brad Adgate, senior vice president of research at Horizon Media, told Reuters.

Sixty percent of fans watching the game will also be using a second screen this year, such as a tablet or smartphone, according to Reuters.

The Super Bowl airs on Fox, owned by News Corp.

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