Pepsi will not be advertising at the Superbowl next year and will be shifting some of this spending to online advertising. Pepsi's brand promise is targeted to the youth and clearly the youth are not expected to watch the Superbowl ads although they should be catching the Superbowl.
This rather innocuous piece of news represents a fundamental shift in American media consumption habits . Superbowl Advertising is a celebration of the best in TV advertising. In fact, reviewing Superbowl Ads is a preferred class activity by Marketing Professors, the Advertising Profession and professional associations related to Advertising and Marketing. Many of the state professional associations have entire evening meetings to discuss the TV advertising at the Superbowl. This meetings discuss Ads that were memorable and that were not, would the ad help the brand and so on.
But guess what? Kids won't watch the TV ads although they'd probably multitask and catch parts of the Superbowl game. Online advertising at websites where the target market spends time might mean more value for money for companies like Pepsi.Online advertising allows for very precise targeting and platforms like Google AdWords involve "pay if they see" principle. So the advertiser pays only on click through and not for distracted and fragmented TV audiences. Big changes are ahead for advertising and media in the new year and these changes spell major opportunity for all folks connected. More on these opportunities later ....
In the meanwhile, here is the 2009 Pepsi Max Superbowl ad with greetings of the Holiday Season: