Super Bowl commercials: Do they still matter, and what makes the great ones great?

Whether it's an insurance commercial featuring an emu or maybe a political ad, most ads are just interruptions that get on our nerves.

So, why is it that people still tune in on Super Bowl Sunday every year—sometimes just to watch commercials? It's because people are ready. They’re ready for something terrific, ready for a commercial to surprise them, and they know “The Big Game” is where it’s likely going to happen.

The Super Bowl is the big night for the industry and brands. The ads cost millions, the big stars make cameos, and the stakes are high. It feels like you're watching the Olympics of Advertising.

Let’s take a look at some of the reasons why advertising during the Super Bowl can make an impact for brands.

Ads reach an unmatchable number of viewers

Over a hundred million viewers tuned into the big game in 2021. It's a ridiculous number. There isn’t anything like it in terms of an opportunity to influence and reach a large audience.

According to a CNBC survey from 2016, 97% of Super Bowl watchers said they "strongly agree" or "agree" that the Super Bowl ads were enjoyable.

Of course, we can't seem to agree on much of anything these days, so to see this kind of consensus helps demonstrate the power of advertising on Super Bowl Sunday.

Ads create a conversation

In 2013, when there was a blackout at the stadium, Oreo put out a quick-thinking media response that had fans buzzing. In a moment, when there wasn't a way to advertise through the TV, Oreo created a conversation through social media that took advantage of this massive moment. They reacted fast, while other companies were literally left in the dark.

Ads can establish your brand.

In 2010, Google's Super Bowl Commercial, Parisian Love, set a good example with an ad demonstrating many marketing musts. It told a story, tugged at the heartstrings, and most importantly, focused on their brand's “why.”

Sixty seconds go by, and we see a young man fall in love, move across the world and start a family without ever leaving the Google screen. Google understands “the why” of their business is to help answer the big and small questions in our lives.

Applying the Why to Your Brand.

It isn’t about what you do. People don’t buy what you do—they buy why you do it. We can apply this concept to our own branding and marketing efforts by understanding why we do what we do and communicating that to the world.

Let’s say you’re a healthcare company. Lately, your campaigns and email newsletters haven’t been hitting the mark you were hoping for. Your marketing has become uninspiring, and the messages seem to confuse your audience.

Step back and ask, “Why do we do what we do?” Then, focus on what makes your brand essential and enduring. Not only will this help your marketing stand out, but it will also set you apart from your competitors.

If you had the attention of more than 100 million viewers, do you know what your message would be? Does purchasing your product or service communicate your brand promise? If not, it may be time to get back to the “why.”