La 57ème édition du Super Bowl, évènement sportif planétaire majeur, a eu lieu le 12 Février dernier. Cette finale du championnat de football américain opposait cette saison les Chiefs de Kansas City à l’équipe des Eagles de Philadelphie qui a remporté cette rencontre.
Cet évènement sportif apparait aujourd’hui comme le plus attendu aux États Unis et est également l’un des plus suivis au monde. Il attire en effet des centaines de millions de spectateurs chaque année.
En marge de l’esprit sportif qu’il dégage, le Super Bowl offre un joli coup de projecteur à de nombreuses marques et leur permet ainsi de bénéficier d’un rayonnement international. Une vraie aubaine pour ces dernières qui en profitent chaque année pour dévoiler leurs publicités les plus créatives.
Découvrez à travers cet article les publicités phares de cette 57ème édition ainsi que leur prix et les audiences de cet évènement planétaire.
Des publicités hors de prix pour des audiences records
Le Super Bowl est depuis longtemps un événement publicitaire majeur pour les grandes marques.
Quel que soit le secteur dans lequel elles évoluent, une partie de leur cible regardera cet évènement. En effet, l’audience n’est pas composée uniquement que de fans de football et de la NFL (National Football Ligue).
Les téléspectateurs sont tout aussi susceptibles de regarder le Super Bowl pour le match que pour les publicités et le show à la mi-temps. Cet évènement sportif offre ainsi une véritable opportunité marketing aux marques.
D’autre part, le Super Bowl a une nouvelle fois enregistré de très fortes audiences aux États Unis avec une moyenne de 113 millions de téléspectateurs, selon les premières études de Nielsen Media Research Fast National date et Adobe Anlytics. Un chiffre qui comprend les audiences de la chaîne FOX, FOX Deportes (espagnol) et le digital/streaming (FOX et les propriétés NFL). Cette finale devient ainsi le 3ème programme TV le plus regardé de l’histoires des États Unis.
Avec une audience moyenne de 118,7 millions de téléspectateurs sur ces mêmes chaines, le show de la mi-temps assuré par la superstar Rihanna a également connu un large succès et apparait comme la 2ème meilleure performance de l’histoire après Katty Perry en 2015.
A l’international, ce sont environ 400 millions de téléspectateurs qui ont regardé le Super Bowl. Des chiffres considérables qui en font le 8ème évènement sportif le plus regardé, derrière les JO d’été et d’hiver, les Coupes du monde de football, l’Euro, le Tour de France ainsi que la Coupe du monde Cricket.
L’opportunité de toucher une telle audience n’est toutefois pas accessible à tous au vu du prix très élevé des publicités. En effet, peu de marques disposent d’un budget marketing nécessaire pour pouvoir diffuser leur publicité lors de cet évènement majeur.
Les prix étaient en hausse encore cette année et ont atteint 7 millions de dollars pour une publicité de 30 secondes diffusée aux heures de grand écoute du Super Bowl. Ce tarif est dix fois plus élevé que pour le match Etats-Unis-Angleterre lors du Mondial de football au Quatar.
Un coup de communication planétaire qui a un prix, comme le témoigne le professeur de marketing à l’université Northwestern : Le spot coûte très cher mais quel événement vous offre 100 millions de personnes qui voient votre pub en même temps? Non seulement vous avez le nombre, mais en plus il s’agit de consommateurs qui regardent activement les publicités et qui en parlent »
Les publicités phares de cette 57ème édition
En 2022, ce sont les entreprises de cryptomonnaies comme les plateformes Coinbase ou BitBuy qui avaient envahi les écrans. Aucun géant du secteur n’est présent cette année, ce sont les marques d’alcools qui sont à l’honneur pour cette 57ème édition.
Le géant Heineken s’est associé cette année à Marvel et son dernier film « Ant-Man et La Guêpe : Quantumania » pour faire la promotion de sa bière sans alcool.
On retrouve également les constructeurs automobiles tels que Stellantis, Kia ou encore General Motors.
Le constructeur sudcoréen Kia a profité du Super Bowl pour y présenter son Telluride ainsi que la nouvelle version X-pro. Dans cette publicité, on retrouve un père de famille au volant du SUV, engagé dans une course folle pour récupérer la tétine du bébé oubliée à la maison.
Comme chaque année, les géants de l’alimentaire sont bien présents. Découvrez les publicités imaginées par le service de livraison à domicile Uber eats et la marque de chips Doritos.
Uber Eats a présenté un spot au casting XXL. Dans cette publicité, la marque a fait appel à Sean Combs, plus connu sous le nom de P. Diddy, afin de produire un jingle pour Uber One, leur nouveau programme d’abonnement.
Diddy organise ainsi une audition avec notamment Donna lewis ou encore Montell Jordan. Chacun d’entre eux remixe l’un de ses tubes mais un seul artiste sera retenu.
Enfin, Doritos était également sur le devant de la scène avec une publicité où la marque présente le triangle comme l’avenir de la musique !
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