Super Bowl 2012 Means Exciting Opportunities for Brands and Bands

While advertisers tend to look to artists with the highest overall name recognition for advertising campaigns, according to information from NPD’s Brand-Link study, newer, emerging artists might work, too.

Music is a central part of the Super Bowl experience, with half-time headliners from U2 and Prince to the Black Eyed Peas, and many brands that choose to advertise on the Super Bowl also leverage popular musical artists in their campaigns. While advertisers tend to look to artists with the highest overall name recognition for advertising campaigns, according to information from The NPD Group’s Brand-Link database, advertisers might be able to better target loyal brand users who are fans of certain artists, and use their music to attract new fans to their brands.

“Music creates an emotional bond in consumers’ minds, and many artists have unique images that Super Bowl advertisers can leverage,” said Russ Crupnick, senior vice president and entertainment analyst for The NPD Group. “The challenge is making the right match for particular artists and brands.”

Last year Eminem helped Chrysler leverage the edge of Detroit in the Series 300 ads, but NPD’s research shows that Roy Orbison is also an attractive artist for many Chrysler buyers. “Imagine listening to the song, ‘Pretty Woman,’ as potential buyers fawn over a new car,” Crupnick suggested.

Mariah Carey has wonderful affinity with Lipton’s Iced Tea customers, but the brand might also do well with Willow Smith. While she has fewer fans among Lipton’s customers, she has strong appeal for those who know her. ”Rather than using a published song, an emerging artist like Willow might be more amenable to creating something new to promote the Lipton brand,” according to Crupnick.

Another perennial Super Bowl advertiser, Budweiser, chose Elton John for last year’s advertising; however, several other less well-known and emerging bands and artists with high index scores among their customers might also work well, including Cyprus Hill, Megadeth, and Buddy Guy.

“There are obviously a host of factors that go into choosing music and celebrities that appear in television commercials,” said Crupnick. “One factor that is often lost in the shuffle, however, is data that reveals what music artists a specific brand’s customers are actually fans of.”