鈥淛ust placing a commercial 鈥� debuting or recycled 鈥� in the Super Bowl doesn鈥檛 cut it in this highly competitive environment, and that鈥檚 both for sales in the marketplace and for consumer attention,鈥� says Hamula. 鈥淧re-event leaking can garner a brand huge publicity through 鈥榣ikes鈥� and viral sharing on Facebook and Twitter, all of which more involves consumers, provides measurable results and creates momentum that can propel the commercial to achieve even higher viewership during, and after, the Super Bowl.鈥�
An associate professor and chair of the Department of Strategic Communication in the Roy H. Park School of Communications at Ithaca College, Hamula says that just because Super Bowl viewers may already have seen the ad elsewhere doesn鈥檛 mean these fans will be taking advantage of commercial breaks to take a bathroom break.
鈥淛ust the opposite, in fact. This is the payoff. This is what they鈥檝e been waiting for鈥攖he opportunity to see the ad air during the game and feel that in some way they were a part of making it happen.鈥�
Hamula notes that the recently announced formation of Nielsen Twitter TV Rating is one response to this growing trend of so-called second screen experiences. The new product will deliver a real-time social metric for measuring the dialogue and chatter on Twitter that is a result of television program viewing.
鈥淭witter is continuing to emerge as the go-to vehicle for expressing your thoughts about what you鈥檙e seeing on TV.鈥�
To hear more of Scott Hamula鈥檚 thoughts on Super Bowl XLVII advertising, contact him at [email protected] or (607) 274-1034.
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