Why Some Businesses Treat the Holiday Season Like the Super Bowl (Watch)

In the U.S., the best TV commercials of the year usually air during the Super Bowl. But the logic behind putting so much emphasis on that one event might actually be flawed.

In the U.K., businesses put more of an emphasis on creating viral TV commercials and video ads for the holiday season. It might not have that same high one-time viewership of an event like the Super Bowl. But it does make sense for companies to air their ads to customers who are actually looking for places to buy holiday gifts. Meanwhile Super Bowl viewers seeing ads for beer and chips are pretty likely to already be consuming those items.

There isn’t one right answer for every business. Some companies might find their content more suited to the audience of a large sporting event, while others might do better with holiday viewers. And some might even choose a different strategy altogether.

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As a small business, it’s unlikely that you’ll be in the market for a Super Bowl ad spot anytime soon anyway. But there’s still value in actually thinking about what type of ads and marketing materials are going to resonate the most with your specific customer base. It’s better than just going with the target market strategy that seems to be the most effective for other businesses. Just because something is popular or expensive doesn’t mean it’s going to actually work for you.

Football Field Photo via Shutterstock

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Annie Pilon Annie Pilon is a Senior Staff Writer for Small Business Trends, covering entrepreneur profiles, interviews, feature stories, community news and in-depth, expert-based guides. When she’s not writing she can be found exploring all that her home state of Michigan has to offer.

3 Reactions
  1. It really is the Super Bowl for them for it is a time where most of them make the most money.

  2. Totally agree and seeing more and more SMBs understand the power of video, our agency has seen incredible results and a surging demand,
    we use various mobile apps for personal content creation (Animoto and Flipagram to name a couple) and have moved to use Promo (from social app Slidely) almost exclusively for our marketing video needs (and we have clients from many verticals!) for many video was THE missing link in their online marketing efforts. slide.ly/promo (hope I can add the link) is where we saw change and great ROI on moving visuals for the first time