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for much of this outcome. Critics cited the vents on the back of the suits as the reason
skaters fell behind. Meant to release heat, these vents captured air and created lag for the
skaters. This represents the risk involved with product placement in terms of new product
introduction. If the product performs below standards, there is significant chance of
consumer and critic backlash due to heightened media coverage.
Advertising
Advertising is the act of publicly promoting a product, service, or event. It has known many
forms over the years. Today in the age of technology, it has evolved into the cornerstone of
television programming. Advertising has continuously adapted to changes in consumer
culture and attempts to reflect the views of the audience, particularly in the sports industry.
While advertising has integrated itself into all levels of athletic performance, its involvement
is particularly significant in the professional sports arena.
Super Bowl commercials are more than a filler between show segments, they are an
anticipated aspect of the program. Super Bowl XLIX requested approximately USD 4.5
million for a 30 – second commercial slot between game segments (Kramar, 2015). While
this seems like a steep price, many experts argue that with viewership of 114.4 million
viewers (Pallotta, 2015), the Super Bowl price tag is actually a bargain at only USD 0.04 per
person. This mass exposure provides the perfect opportunity to reach and identify with a
truly expansive audience. Apple is an example of a company who used advertising
effectively in the 1984 Super Bowl XVIII game.
Apple’s commercial was the first introduction to the Macintosh computer. While it
explained little about the actual function or features of the product, it managed to
differentiate Apple from the competition, connect with the audience on a human level, and
employ cultural references to engage the consumer. Since its debut, it has been revered as
the single best Super Bowl ad ever aired (Smith, 2012). From this ad, Apple was able to
enhance their brand, increase brand and product awareness, and diminish the appeal of the
competition by making them appear to be a “corporate drone” (Smith, 2012) (See Exhibit 4).
As a company unaffiliated with the sports industry in their own operations, the Super Bowl
posed an interesting opportunity to reach a new market segment. In 100 days after the
release of the Mac, Apple’s sales rose to 72,000 units; 50% higher than even their most
optimistic sales expectations (St. John, 2012). This shows the efficacy of advertising in
increasing awareness and market share growth.
Choosing the Super Bowl as their venue was a smart move for Apple executives. Some
viewers watch as much for the advertisements as they do for the game. Unlike regular
television programs or other pop culture events, the Super Bowl provides a unique
opportunity for businesses to engage with an attentive audience.
According to a study by Leichtman Research Group; DVR, Netflix and on-Demand users rose
to 76% of all US households in 2014 (Leichtman Research Group, 2015). This gives viewers
the opportunity to skip through advertisements that they find boring or irritating in order to
get back to their feature program. According to a study of 4,199 participants, 86% of
viewers skip through advertisements (Plunkett, 2010). This makes the Super Bowl an even
more attractive opportunity to businesses who have a much greater chance of actually
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