Picture this: you’re a Super Bowl advertiser. You’ve spent millions on securing air-time and millions more on production. You’re after the most bang for your many bucks so you concentrate your ads late in the game hoping for a close, down-to-the-wire finish and a huge audience.
The last thing you want is a lopsided game; one team running away with it. That’s what it looked like last night in Super Bowl XLVII as the Baltimore Ravens ran up a significant lead over San Francisco by halftime. Advertisers with ads slotted for the second half must have been shaking when Ravens’ Jacoby Jones ran back the second half kick for a touchdown making the score 28 – 6.
Speaking of shaking, Beyonce’s ass had more life in it during her performance at halftime than the Forty-Niners offence had during the first half.
But wait, just as viewers (not necessarily football fans) in their millions were set to turn off their TVs and get ready for bed and the work week ahead (I’ve always wondered why the NFL holds the Super Bowl on Sunday; must be my background of Saturday Hockey Night in Canada) “when, as Pat Travers once said “boom, boom, out go the lights”.
Televisions stayed on, viewers’ curiosity was piqued: was it a terrorist attack? Did the Firty-Niners pull the plug? Nope. But
I’ll bet any number of fans stuck around just to see what happened, then, while waiting for news, they noticed the game had become less of a run-away and was getting closer.
Once the power was restored the Forty-Niners seemed to have new life, as if they had switched the cables from the stadium to their dressing room and recharged their batteries. So much so that they certainly made a game if it with a rally that fell just short as the Ravens held on to win 34 – 31. One suspects the advertisers also held on to their audience.