Similar to a destination wedding, destination viewing is a media event that consolidates viewers to one location whether it be a platform or network. Examples of well known destination viewing events include the Super Bowl and the Oscars. These events offer large audiences for advertisers and are associated with a high price tag. This year, to air a thirty second ad, it cost a reported $5m for the Super Bowl and $2.5m for the Oscars.
Advertisers pay these prices in the hopes to be the most talked about ad. Some utilize hot button issues while others might use celebrity power or puppies to reach new fans. Although these destination viewing events aggregate viewers to a single location, advertisers rely on cross-platform conversation to compound interest. Given that an estimated eighty-four percent of smartphone and tablet owners engage with those screens while watching television, commenting on the content and the ads, they aren’t wrong.
“We take destination viewing into account when planning media by utilizing events for certain audiences such as sports, Dancing with the Stars, The Voice finale, and more. People want to see or hear the action as it happens. No one likes a spoiler.” – Renee Fraser, CEO, Fraser Communications
Advertisers even use these popular events to create ads broadcasted afterwards. Honda for example, although they did air an ad during Super Bowl LI, had a Super Bowl viewing party that raised money based on commercials with cliche advertising techniques. The donation drive was filmed and commercials aired after the Super Bowl. Strategies like this show that destination viewing events are being utilized far past the events themselves.
With content no longer king, and distribution taking over, it’s no wonder why advertisers are milking destination viewing events for all their worth.
“Searching for posts with the hashtag #superbowl, Netbase used its Instant Search social analytics engine to mine 300 million sources (including social networks and blogs), and found that 2.7 million people authored 5.7 million original posts between noon Sunday and 1 pm Monday (all times EST), leading to almost 40 billion impressions.” – Nelson Granados, Forbes
This level of distribution has advertisers foaming at the mouth. Destination viewing events, with their distribution potential from the event as well as user authorship on social media, will continue to garner global attention of both fans and advertisers.