We live in an anxious world. Thank goodness the NFL helps us set aside worries over war, terrorism, income inequality, and climate change (or the lack thereof) with the annual broadcast of the Super Bowl.
American football is the most popular sport among Americans, and the Super Bowl is the single most popular sports program, seen by more people than any other U.S. sporting event.
What is more, the presentation of the Super Bowl is more culturally American than anything seen on TV. Why, just look at the goods and services that were advertised.
During Super Bowl 50, its vast audience viewed ads for website hosting, electronic tax filing, financial services, movies, home electronics, toothpaste, outdoor wear, multiplayer video games, cellular service, personal grooming products, and no fewer than nine different car and truck manufacturers.
As the country shoveled down heaping helpings of generally unhealthy snacks and beverages before, during, and after the action on the field, food and drink giants make sure we learned more about their brands of beer, soda pop, chips, fast food, candy, avocados, and condiments.
Even drug manufacturers got into the act, offering viewers enticing promotions for pain relief, the eradication of toe fungus, and the newest bane of middle-class living, opioid-induced constipation.
As a nation, we can be proud that businesses are able to present us with so many messages during a spectacle with so little real action. After all, last year’s Super Bowl featured slightly over 12 minutes of actual game play; this year’s contest will probably come out about the same.
But the advertising industry is clever enough to know we might try running to the kitchen or powder room during that 30-, 60-, or 90-second spot. That’s why they make sure plenty of sponsorships are embedded right in the program, all the better to capture our eyeballs as we wait for the athletes to actually play ball.
The coin flip was sponsored by Bud Light, as was the Sky Cam, we were treated to Next Generation Stats thanks to Mercedes-Benz, the Super Bowl Today Halftime Report was brought to us by Jeep, and, starting only five minutes into the game, we were reminded repeatedly to stay tuned for the Pepsi Super Bowl Halftime Show.
Of course, we also got suggestions to purchase swag online at the NFL shop and to be sure to watch the highly rated programs up and down the schedule of our host television network, CBS. Oh, and the entire Super Bowl overblown shebang took place, as was mentioned ad infinitum, at Levi’s Stadium. And all of these “in-game” promotional prompts took place without going to commercial.
Living in a society that pretty much invented conspicuous consumption, we can take serious satisfaction that our national grasp of the science of selling is so keen. On the other hand, there are still some overlooked marketing opportunities.
With that in mind, manufacturers and service providers should know The Long View remains unsponsored. Please contact me via this newspaper with lucrative offers; I pledge to make your product or service a household name.
Pat Grimes, a former South Bay resident, writes from Ypsilanti, Mich. He can be reached at pgwriter@inbox.com
