Sangamon Sun

SIU advertising expert: 'It’s the Super Bowl of brands too'

With 30-second ads estimated at nearly $7 million this year, this Sunday’s Super Bowl is not just a showcase for football but also for advertisers who seek to capture the attention of a predicted more than 100 million viewers in the U.S. alone, said Bridget Lescelius, an associate lecturer in Southern Illinois University Carbondale’s School of Journalism and Advertising.   

“The Super Bowl is one of the most watched events in the U.S.,” said Lescelius, also adviser for the award-winning Saluki AdLab, a student-run, full-service advertising agency at SIU. “So, it stands to reason that brands want to capture that audience. And not only is it a huge audience; its demographics are well defined. Apple used the Super Bowl to debut its 1984 Macinstosh ad, which was produced like a Hollywood movie. So after that, you saw ads become more about storytelling produced in a more entertaining way.”

And those who “might not be super interested the game, watch because they’re super interested in the ads,” she said. “They expect brands to deliver their most creative work. It’s unpredictable and entertains and informs. It’s the Super Bowl of brands too. And they all want to break through and win the hearts and minds of the viewers.”

Before returning to SIU Carbondale as a faculty member in 2017, Lescelius’ career included years as an advertising and marketing executive at various agencies. She provided some insight into some of this year’s Super Bowl advertising entries, selecting spots she believes work with audiences and do not.

In addition, viewers at home can also provide their own input via USA Today’s Super Bowl Ad Meter. Anyone can sign up to review and rate ads, starting Wednesday, Feb. 8.

Original source can be found here