Competitive Edge - Sports & Entertainment Marketing News

Super Bowl Advertisers Gravitate to Humor in a Hard Time


Madison Avenue is expected to rely more heavily on its funny bone in the upcoming Super Bowl, despite the upswing in Covid-19 cases and other challenges that have engulfed the country this year.

The laundry list of issues has forced many brands to think hard about what tone to strike during the biggest night on television. But with fewer than seven weeks until the planned Feb. 7 kickoff, a consensus approach has begun to emerge: relief.

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Discussion Questions:

  1. What is advertising?
  2. Why do companies advertise?
  3. What are ratings?
  4. Why are ratings important to advertisers?
  5. Why are ratings important to the NFL? What about CBS, this year’s broadcaster of the Big Game?
  6. Why do you think pricing is an important function of marketing?
  7. Why do you think the price tag for Super Bowl commercials is so much higher than most television programming?
  8. The headline of this story suggests this year’s Super Bowl advertisers will focus more on using humor with their commercials. Why do you think that might be?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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