The big pre-Super Bowl story this year was about the weather in New York -- would the first outdoor Bowl played in a northern climate be played in single-digit temps or be snowed out? But New York delivered good football weather yesterday, and the previous few days were also a hit for the hundreds of thousands who flooded Times Square and Broadway for the NFL marketing extravaganza "Super Bowl Boulevard."
The ads did make news, but this year in a slightly different way. One predictable story angle was the ever-increasing cost -- as much as $4 million for a 30-second spot.
But the other angle, as Stuart Elliott pointed out in a New York Times video report, is that many of the Super Bowl ads got huge viewership even before the opening kickoff yesterday at Met Life Stadium. Thanks to the combination of advance publicity in traditional media and added chatter on social media, some of the ads got millions of views days before the big game. And, those views probably weren't interrupted by the distractions of bathroom breaks and reaching for the chips and wings.
As Stuart says in the video clip, people who've seen the ads beforehand talked about "that Cadillac ad" rather than saying "a car ad." Releasing the ads in advance and putting them up on social media added visibility and brand awareness... a win-win.