There's a big change brewing for the upcoming Super Bowl in February. No, it isn't going to be actual musicians for the halftime show or the introduction of self-inflating footballs. Instead, it'll be in the advertising and commercials themselves. CBS has announced that for the first time ever, the company will be live-streaming all national Super Bowl ads through its video-streaming services.
This is huge for those who have to suffer through 5 minutes of silence between every 30 seconds of live action on the field. Super Bowl 50 on February 7th will have every ad run nationally also run through the CBS live stream, as close as possible to real time. Now, advertisers will have a whole new captive audience to reach out to and have essentially been forced to finally consider the online viewer as a viable and meaningful option.
I'm all for being able to watch the ads online, as it's one of the main reasons I enjoy watching the presentation. Plus, it seems like you won't get the option to not see them, like with Adblock or other programs that block pre-roll ads. One buyer said that "It's a huge deal. They are not going to let people opt-out."
We've seen in the past a few ads make their way online, but most were repetitive and it certainly was just a fraction of the total number of commercials aired during the broadcast. Now, CBS is actually putting together packages to media-buyers that include estimated viewer counts for the Super Bowl. Last year, only 18 of the 70 advertisers opted in to the online commercials. This year, advertisers are almost going to be forced to buy both the online and the broadcast.
With last year's Super Bowl attracting 2.5 million unique viewers, 10% more than 2014 and 20% more than 2012, online viewers are an ever-growing and important group that are finally being taken seriously in the media space. As a content creator myself, this is nothing but good news, and for the average consumer, they'll finally be able to cry along with the rest of the world as the Clydesdale gets left in the rain. Or maybe it was the sudden increase of all the onions in the room. Now that I'm thinking about it, you'll have to excuse me. My nachos require me to be cutting these onions at this very moment.