Many may assume that advertising on huge broadcast events solely depends on brands’ economic wealth and marketing budgets. Yet, while some brands can not wait until they step on the Red Carpet, some others (especially those dominating Super Bowl) do not even bother to be in the periphery of the glamorous gates of L.A.’s Kodak Theatre. Does the sweet friction among nominees make Super Bowl and the Oscar ceremony hostile rivals, becoming contagious at this point? A brief analysis of the structure of the commercials found in the two giant events reveal that brands’ positioning and target-market related concerns underlie the situation in question.
At the end of the day, from a marketing perspective, the Oscar ceremony is nothing but simply a major ‘event.’ Yet, this ‘event’s only unique point is that it enables brands to create an immodest amount of awareness and interaction with consumers worldwide in an appallingly short time (as Ellen De Generes’s record-breaking selfie illustrated last year by generating 200,000 retweets in 160 minutes and 2 million retweets in less than 5 hours as well). As the very nature of ‘event’-based campaigns requires, brands decide to or not to partake in Oscars and/or Super Bowl by taking into consideration their own marketing mix elements’ (especially their positioning’s and target profile’s) suitability with those of the event. To enable readers a broader perspective, a brief comparison between the two events’ is provided below:
Price: Super Bowl ad spots seem to be more expensive than spots in the Oscar ceremony. To specify, in last month’s Super Bowl, 30 second long spots cost an average of $3.8 million; whereas, ABC Network demanded an average of $1.8 million for spots of the same length in the Oscar ceremony. Yet, this situation does not seem to be unfair when viewership is taken into account: As almost 2.8 times more people watch Super Bowl (117 million spectators versus the Oscar ceremony’s audience of 43 million on average), advertising on this sports event seems to promise a wider reach. Offering clients (brands) increased amounts of benefits as such, NBC seems to be righteous in its make-me-a-multimillionnaire-in-30-seconds type of price demands.
Target Audience: Looking at the genre of the two giant events, one is bound to notice that Super Bowl’s and The Oscar ceremony’s target audiences are highlight different. Being in the sports industry and attended by muscular men, Super Bowl attracts more male spectators than females; whereas, Oscars target the entertainment and ‘gossip from the Red Carpet’ enthusiasts-mostly females. This difference is undeniably reflected in the choice of products/brands being advertised as explicated below.
Brands: A brief look at the brands that advertised throughout last Super Bowl reveals that Super Bowl commercials are mostly by brands whose primary purchasers, influencers, or end users are men. For instance, Super Bowl hosted Budweiser instead of the female-associated Light Miller; Toyota, BMW, Chrysler, Kia, Nexus, and Mercedes Benz instead of Mini Cooper; and action movies such as the upcoming Terminator Genisys and Jurassic World rather than pinkish movies such as the adaptation of Nicholas Sparks’s novel The Longest Ride. Indeed, making its intentions visible, Toyota even made its Super Bowl commercial’s content male-focused by choosing the theme ‘bold fathers’ and handling father-kid relationships. In contrast, advertisers in last night’s Oscar ceremony were those with either emotional brand identity (i.e., Coca-Cola and McDonald’s) or female users or purchasers such as JC Penny, Dove, and various dog food brands (probably based on some assumption or research that it is the wife who chooses and buys pet food for the family dog).
Products: As the contrasts and comparisons above reveal, Super Bowl tends to host product categories to which men are attracted (i.e., yeasty alcoholic beverages, sports cars, SUVs, action movies, and so forth); whereas, the Oscar ceremony facilitates the promotion of products that target either women or children (i.e., women’s indispensables such as credits cards, hygiene materials, clothing, children’s favourites such as Happy Meals, and so forth). Especially in the case of Happy Meals and other categories whose end users are children, the Oscar watching wife is targeted because she is the actual decision maker and purchaser of the product. Thus, she is tried to be influenced because the product can not be sold unless her resistance is eliminated.
All in all, the brief analysis above reveals that brands choose between showing off on the Red Carpet or kick in a last minute field-goal on the pitch by considering their brand positioning and intended target profile. Apparently, having a spot in the Oscar ceremony’s commercial breaks requires a higher level of strategic literacy than even the most hideous amount of money can possibly buy in thirty seconds.
 Please notice that the information provided is with reference to http://www.buzzfeed.com/ryanhatesthis/ellen-degeneres-just-took-a-selfie-at-the-oscars-so-epic-tha#.adppd69b
 The information provided has been gathered through a brief reading of the following resource: http://www.nytimes.com/2013/02/21/business/media/oscars-broadcast-to-rival-super-bowl-as-ad-showcase.html?_r=0
 Please notice that the number provided is with reference to the following resource: http://www.nytimes.com/2013/02/21/business/media/oscars-broadcast-to-rival-super-bowl-as-ad-showcase.html?_r=0
 The number in question is derived through a brief reading of the data on http://deadline.com/2015/02/super-bowl-ratings-patriots-seahawks-2015-superbowl-xlix-1201364688/
 The number provided is with reference to http://deadline.com/2015/02/super-bowl-ratings-patriots-seahawks-2015-superbowl-xlix-1201364688/
 Please notice that the conclusion in question has been derived by the reading the following resource and the brief article it contains: www.forbes.com/sites/bradadgate/2015/02/19/fun-facts-about-the-oscars/