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Advertisers, Business Owners Hope Big Game Makes Them Big Winners

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TWC News: Advertisers, Business Owners Hope Big Game Makes Them Big Winners
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As fans count down the days to the Super Bowl, advertisers and business owners in the city are hoping that the big game will make them really big winners. NY1's Annika Pergament filed the following report.

It's the most watched American television broadcast of the year, an unmatched
opportunity for companies looking to market their products. And while advertisers
will pay a record $4 million for the average 30-second Super Bowl commercial, it can be
worth the money.

"If you look at some of the Super Bowl historical numbers, you've see companies
go from a platform of, call it zero for a startup, to over 1,000 percent of an increase in activity, especially the digital companies," said Jarrod Moses, CEO of United Entertainment Group. "On average, though, what you can expect as a Super Bowl advertiser is in between 4 and 10 percent of a bump in activity for your business."

The Big Game is not going to provide the same big bump for the city's massive $35 billion-a-year tourism industry, but it will help drive activity in what is normally one of the quieter months for tourism.

"A number of the hotels have promotions where they're tying in both ticket packages as well as other sweeteners, if you will, spa treatments and so forth, meal packages to make the deal a little more enticing," said Sean Hennessey, chairman of Lodging Advisors.

At the same time, hotels are facing competition from people marketing their
homes and apartments during the big week.

"That's siphoning off a lot of demand from hotels in the area," Hennessey said.

Not everyone is jumping on the marketing bandwagon. Josh Lebowitz, the
president of Brother Jimmy's BBQ, plans to steer clear of any special Super Bowl
promotions.

"People who come here are expecting a certain product, a certain price point. We don't want them to come in one day a year and have to spend twice what they normally would, because again, we look for that customer to come back the day after the Super Bowl, too."

Even without a special promotion, Brother Jimmy's is expecting Super Sunday to pull in a huge crowd.

"From a chicken wing standpoint, which I guess is everyone's main metric, we expect on Sunday to go through about 150 cases of wings," Lebowitz said. "That's 150 times 40 pounds a case, so a lot of wings."

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