色情视频

History鈥檚 list of most watched television programs is dominated by the , and this year鈥檚 matchup between the San Francisco 49ers and Kansas City Chiefs in Las Vegas could see an extreme boost because of an off-the-field storyline you definitely haven鈥檛 heard about.

We spoke to marketing professor Paula Peter about the 鈥淭aylor Swift Effect鈥� on Super Bowl LVIII, how brands might benefit from the extra eyes and whether or not the extra hype is leading brands to get more creative with their commercials ahead of the Big Game.

Has Taylor Swift鈥檚 and Chiefs tight end Travis Kelce鈥檚 鈥淟ove Story鈥� had a noticeable impact on viewership and ad spending during the regular season and playoffs, and do you expect an equal or greater impact on Super Bowl LVIII?

Yes, there is no doubt we are going to have more viewership than last year. It is also important to think about the price of tickets, which is 30-35% more than last year - It鈥檚 becoming, truly, a dream to afford this in-person, luxury experience and that draws attention. There is definitely going to be a large viewership and it's probably going to be the largest of any televised content in the United States. The so-called 鈥淭aylor Swift Effect鈥� on this year鈥檚 game is absolutely true, as you have an entirely different part of the population tuning into the Super Bowl, not for the sport, the halftime show or the commercial spots, but to catch a glimpse of Taylor Swift watching her boyfriend play in football鈥檚 greatest game. 

We鈥檝e seen some brands like State Farm and Uber Eats post 鈥渢easers鈥� of their Super Bowl ads on social media. Is this a new trend? In the past we鈥檝e seen brands post their entire commercials online ahead of the game. Can you explain the pros and cons of both strategies?

The idea of 鈥渢easing鈥� a commercial is a great way to increase expectations ahead of watching the actual commercial, and it鈥檚 a great way to get the attention of the viewer. We should remember that this is probably one of the few, or quite possibly the only televised event where people tune in to watch the commercials. Usually, we have commercials running as part of the business scheme, but there is a part of our consumer population that tunes into the Super Bowl just to watch the commercials and have a laugh with friends and family. Now, how you are going to stand out, though, as a marketer and an advertiser, is by being creative. In the past, creativity was judged in terms of the content. Now, it seems to be more on the way it鈥檚 delivered. So, there are companies that go with a teaser, and then they鈥檙e going to air the commercial during the Super Bowl. The hope is that the conversation then continues over social media. There are companies that also see frequency of exposure as a goal, where the more you are exposed to the commercial, the more familiar the brand/product/story becomes, helping the recall of the brand. That is basic consumer psychology.  It鈥檚 going to be interesting to see how that evolves and what we鈥檙e going to see on Sunday.

There have been some complaints from football fans about Swift鈥檚 spotlight in the football world since she started publicly dating Kelce. Do you expect brands to play off of the Swift-Kelce romance in their commercials and do you think there鈥檚 potential for negative consumer reaction?

In the end it鈥檚 about brand identity. Taylor Swift is really vocal about her beliefs. She takes stands and isn鈥檛 afraid to do so, and that is very apparent. This is where we see the polarizing effect come into play. Similarly, there are brands that do the same thing and it鈥檚 a question of, does the brand share the same value system? If they portray the same values, then they will try to capitalize on this storyline playing out in the public. If they don鈥檛 have any link and synergy with this celebrity, then they probably won鈥檛 capitalize on the story or the celebrity.

Do you remember any off-the-field storylines from past Super Bowls ever attracting so much negative or polarizing attention?

Think about Dove. Dove is all about self-esteem, and we鈥檙e going to see a commercial this Sunday about self-esteem in little girls. When Dove first aired their commercial in 2006 about self-esteem in girls, we saw very interesting reactions from viewers. Some viewers rolled their eyes and said, 鈥淐ome on, this is not football. Football and the Super Bowl are about having fun, beer, chips and parties.鈥� Prior to this, we were accustomed to commercials that focused on happy and humorous things, which works great from a marketing perspective and is what consumers had come to expect. Then, Dove did an about-face. During the commercial spot, people stopped for a second and acknowledged the importance of the topic. At the same time, people, especially women, said, 鈥淭his is great. We need to talk about this.鈥� Women got into the conversation because it鈥檚 about self-esteem and body positivity. This year鈥檚 commercial shows clips of young girls playing sports and falling or coming up short, and then the commercial says, 鈥淭he knocks don鈥檛 stop girls playing sports, low body confidence does. 45% of girls quit sports by age 14. Together we can keep them in the game鈥︹�� Dove has been focused on self-esteem for the past 20 years, so we鈥檙e not really surprised anymore, but when they aired that initial Super Bowl commercial, it was the first time there was a huge conversation about it. Going back to Taylor Swift, I would say it鈥檚 more organic because it鈥檚 about a love story happening in front of the world, and it just so happens that it鈥檚 arguably one of the most famous singers in the world with one of the best football players in the world.