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Food for Thought: How Advertisers Can Stoke Super Bowl Buzz Year Round

When it comes to reaching a mass audience, TV is the undisputed king of all media (sorry, Howard Stern). Or is it? In this column, originally published in Adweek, Radha Subramanyam of Clear Channel Media and Entertainment demonstrates how radio delivers not only reach, but receptivity and the sense of community consumers want. Read on for insights on how marketers can create Super Bowl-style results with the original social medium:

How Advertisers Can Stoke Super Bowl Buzz Year Round

Look to radio for reach, receptivity and community By Radha Subramanyam

Football fans around the country geared up for weeks before last Sunday’s Super Bowl between the Baltimore Ravens and the San Francisco 49ers and their opposing coaches—brothers Jim and John Harbaugh, who took sibling rivalry to new heights.

The big game did not disappoint.

From the power outage to the 49ers mounting an almost-comeback to that electric Beyoncé performance—there was no shortage of drama. And the commercials were no exception.

For marketers, advertising during the Super Bowl is a once-a-year moment of unprecedented reach and consumer attention. Never does advertising have a more captive audience. But most brands can’t afford the $3.8 million it takes to buy just a 30-second spot. What’s more, everyday TV buys don’t come close to generating the awareness of a Super Bowl spot—and in fact, can be a fumble for brands.

The magic of the Super Bowl ad spectacle is that rare alchemy of reach, receptivity and community. Don’t underestimate the power of community; at a time when we are more plugged in than ever through email, Twitter and Facebook, what many of us actually yearn for is to feel really connected. That’s the feeling we get when we’re sitting around the living room with family and friends, engaged in a common experience—like the Super Bowl. But if you want to achieve Super Bowl-sized results all year, radio is the only medium that delivers a Super Bowl kind of reach, receptivity and community year round.

To read the full column, click here.

Insights From TargetCast’s 2011 Advertising Week Panel “Phoenix Rising”

In this video interview with DGC, Steve Farella, co-founder and President, TargetCast tcm, discusses how technology is changing foundational media following TargetCast’s 2011 Advertising Week Panel “Phoenix Rising.”  In this annual  event, TargetCast execs talk to media insiders from companies like the NY Times, Hulu, and Emmis about how advertisers are using new technology to reach consumers.

Steve, whose panel focused on radio, shared the following takeaways: broadcast radio is healthy —  the revenue is there and people are listening —  and digital platforms like Pandora and iheartradio continue to enhance radio as an effective medium for advertisers.

A theme running through TargetCast’s three discussions on print, radio and video is that technology is increasing audiences overall — but the verdict is still out on how to marry scale and and targetability for some emerging technologies.

Audrey Siegel, co-founder and President of TargetCast tcm, also shared key insights from her discussion on the impact of technology on print media at “Phoenix Rising.”

Her key takeaways: content drives consumption and technology facilitates it, and there is good reason to be optimistic about the print business. Though the industry has faced challenges driven by advertising usage, readership is consistently strong, and tablet technology will only enhance that.

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