Marketing Musicology
The marriage of commerce and culture


Academic Articles

November 1, 2016

Popular music in Super Bowl commercials 2005-2014

collage

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






 
 

 
audio_mix-wallpaper-960x600

Audio Branding and ROI – A Review

David Allan Saint Joseph’s University     Abstract  Like the doorbell that announces the arrival of the brand, provides the soundtrack, or the invitation to stop by again, audio branding is growing in both practice...
 
 
coke

Case Study

I will be releasing a case study this fall, Coca Cola, Popular Music and The World Cups.
 
 
pop

All You Need is Love? Communication Insights From Pop Music’s Number‑One Hits

 VIEW PDF In response to calls for further investigation on the role of music and advertising, the authors of the current study analyzed popular music’s most successful songs over a 50-year period (1960–2009). The current ...
 

 
shutterstock_138386987

Turn it up: That’s my song in that ad

Popular music in advertising can affect attention, recall, and purchase intention. However, relatively little is known about its effect on attitude when the song in the ad is a favourite song. This study looked at the effect...
 
 
football

Are you ready for some football ……ads?

A content analysis of popular music in Super Bowl commercials 2005-2014 David Allan, Ph.D. Chair, Professor of Marketing Erivan K. Haub School of Business Saint Joseph’s University VIEW PDF Introduction   Are yo...
 

 
Credit: Getty Images

Artists and Brands, McDonald’s seek unknown rap, R&B talent

Producer Rodney Jerkins' Artists and Brands wants to promote artists by placing songs in commercials such as McDonald's ads, then take them to greater success.
 



0 Comments


Be the first to comment!


Leave a Reply

Your email address will not be published. Required fields are marked *

*

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>


 
Visit Us On TwitterVisit Us On Linkedin