This installment of Insights is brought to you by Beachfront RISE.
For the past few decades, February has been television’s biggest month. On one end is the Super Bowl, far and away the year’s most-watched event. On the other, the Oscars, usually the second-most watched event.
This year, the strategy of releasing ads and teasers ahead of the game is significantly down, according to iSpot.TV, which tracks ad spending. The number of advertisers releasing online previews by the Monday before the game was down a quarter, from 28 to 21. The number of ads was down even more, from 59 to 26. And spending around those preview ads is down 24% through Monday, to $5.5 million.
Over at Animal Planet’s Puppy Bowl XIII, they will include both a virtual-reality pup’s-eye view and branded content. “If you show a brand to consumers, they’ll remember it maybe half of the time,” said Vince Cacace, CEO of VR ad-tech company Vertebrae. “But if you let them experience something, they’ll remember it 90 percent of the time. The Puppy Bowl had more than 10 million viewers last year, so including VR in this year’s broadcast will be a huge step in continuing to drive VR adoption.”