Good morning, Marketer, and the Superbowl reminds us large audiences are still valuable.
I was struck by reports that NBC had sold most of its Super Bowl ad inventory by mid-summer and at a higher price than last year even though the audience was at a 15 year low. The two determining factors, of course, are scarcity and reach. An audience of 96.4 million may be a dwindling audience — but it’s still a very large audience indeed.
In a fragmenting world where individuals are increasingly willing and able to consume niche content on niche channels, the ability to reach a large and diverse audience has some nostalgic appeal. OOH advertising has been renewing itself through digital connections and singular events like the Super Bowl can put big brands in front of vast numbers of eyeballs.
Such events are unlikely to become extinct — but they are becoming increasingly rare. Witness the plummeting audiences for the Olympic Games and the Academy Awards.
Kim Davis
Editorial Director
