Super Bowl Commercial : Case Study
Business Task: Recommend a data-driven strategy for the Maven Motors Super Bowl spot.
The Company: Maven Motors, an up-and-coming US car manufacturer looking to make a splash in the market. They have approved the budget to run a spot during the 2022 Super Bowl.
About the dataset:
We're looking at 249 Super Bowl commercials from 2000 to 2021
Each record represents one commercial
Records contain video links from superbowl-ads.com and YouTube, as well as details about the year, brand, length, cost, YouTube performance, and TV viewers
Each record also contains TRUE/FALSE flags that define the characteristics of each commercial (funny, patriotic, etc.) as determined by the team at FiveThirtyEight
View dataset here: https://www.mavenanalytics.io/data-playground?search=super
Involvement: Analyse the historical data of super bowl commercials and recommend a data driven strategy and help the company make informed decision to make the ad go viral supplemented by a single-page visual that outlines a potential expansion plan and contains the supporting data from your analysis.
Approach: Based on the data available to us, we should consider the following factors for an advertisement to go viral:
Costs Media and Company’s Financial Position : How much can the company spend? How much does the spot cost?
Reach or Number of People Exposed to the Message: How many views are the advertisements getting?
Experience of other Companies: What other companies have produced to get more views?
Type of Advertising Message: The type of content the company should produce.
The Report:
My recommendations to make the commercial go viral:
Content: As we can see from the dashboard, to get more views the advertisement should be overall funny
Other brands: Also, other motor brands have showed funny content more and showed the product quickly only 50 percent of the time.
Cost: The estimated average cost that the company has to spend per second of the ad shown will be 1.917 lakh dollars
Length of the ad: Buying an 60 second spot would get more views for the company rather than a 30 second spot for the year 2022.