Marketing Currents - Business and Marketing Current Events

Why brands skipped Super Bowl ads and counterprogrammed instead


While there are several ways the ad picture for Super Bowl LV will look different than in previous years, counterprogramming is emerging as a winning tactic, thanks to a growing list of brands that have tapped into interest in the big game without spending big on a TV spot.

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Discussion Questions:

  1. What is advertising?
  2. Why do companies advertise?
  3. Why are Super Bowl ads so expensive?
  4. Why would a brand want to invest in a Super Bowl commercial?
  5. What is “counterprogramming” as discussed in this news story?
  6. What is one example of a brand “counterprogramming” during the Super Bowl provided in this news story?
  7. Why would a brand want to invest in alternative marketing efforts rather than a Super Bowl commercial?
  8. Do you think the NFL should be concerned with more companies turning to counterprogramming strategies? Why or why not?
  9. What types of Super Bowl promotions have you seen recently? Do you think those brands will advertise during the Super Bowl? Do you think they will advertise during the game?
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.