Marketing Musicology
The marriage of commerce and culture


Dave Allan

November 1, 2016
 

Popular music in Super Bowl commercials 2005-2014

The popularity of the Super Bowl has grown tremendously since the first game in 1967. As a result, the $40,000 fee for a 30-second advertisement during that first Super Bowl has grown exponentially to over $4 million in 2014. Advertisers recognize that watching Super Bowl commercials has also gained in popularity, and is now as important and engaging as watching the game itself. Consequently, advertisers use Super Bowl ads to introduce new products or campaigns.

This research begins with a discussion of the relationship between sports and music. It follows with a content analysis of ten years of in-game Super Bowl commercials airing from 2005 to 2014. The result is a description and analysis of the placement of popular music in Super Bowl advertising.

The data analysis reveals that of the 599 total commercials viewed (excluding network and NFL promotional ads), 157 contained popular music. The percentage of commercials with popular music ranged from a low of 18.5 percent in 2011, to a high of 41.1 percent in 2014. The genre of popular music most utilized was rock (28 percent), followed by pop (25.5 percent). Popular music was most often observed in the product category of beverages (27.7 percent) followed by motor vehicles (25.1 percent). Popular music treatment was most often original vocals (65 percent), and more likely to be relevant to the narrative of the commercial (54.1 percent), rather than the brand advertised (13.4 percent).

This study was designed to expand the growing body of Super Bowl advertising research by extending it to an analysis of popular music. Based on the results, it appears that this executional cue has varied considerably in Super Bowl ads from 2005 to 2014, but risen consistently in the last three years. This is in line with the growth of music in advertising outside of the Super Bowl. Additionally, this study was designed to provide a more robust qualitative description and analysis of popular music placement in Super Bowl advertising from which inferences can be drawn about current practices, creative strategies, and its effectiveness as an executional cue. The results provide a glimpse into how advertisers are currently using popular music in Super Bowl commercials.

Read Full Article





 
 

 

Dave Allan presents at The City Council Hearing

Dave Allan presented at The City of Philadelphia Council Hearing on September 16, 2015. Read more about the commission to promote Philly as a music town. View the full presentation.
 
 

Dave Allan presents at SEI; “Music is the Soundtrack of your Life”

David Allan presented Music is the Soundtrack of Your Life at SEI in Collegeville, PA. View the full presentation.  
 
 

Dave Allan interview with Loraine Ballard Morrill

Loraine Ballard Morrill of iHeartMedia Philadelphia interviews Dr. David Allan about the relationship between popular music and commercials. The segment was aired on Q102’s Public Affairs show on Sunday, February 22, 2015...
 

 

Music Wins Again at Super Bowl 2015

Budweiser, Nissan and Coca Cola did it again!
 
 

Artist uses American Express advertising as a teaser to her next album…

This was a brilliant campaign matching brand with band in a seamless and classy approach. Both AMEX and Artist benefit from this pairing. What doesn’t feel like advertising is always better…..    
 

 

Sound Advertising: A Review of the Experimental Evidence on the Effects of Music in Commercials on Attention, Memory, Attitudes, and Purchase

Abstract This article reviews the empirical studies on the interaction of music and the hierarchy of advertising effects, or specifically attention, memory, attitudes and purchase intention. The most relevant literature is anal...
 



 
Visit Us On TwitterVisit Us On Linkedin