With Ray Lewis playing his last game, the Harbough sibling rivalry for the Lombardi Trophy, and the electrifying performance by Beyonce Knowles, there was a lot of excitement with this year’s Super Bowl. There was, however, one surprise that no one was prepared for -The 35 minute Blackout. Yes, half of the Superdome went without power towards the end of the third quarter preventing the game to continue.
As technicians frantically scrambled around trying to resolve this issue, the anxiety of the players and coaches heightened. They were only a few commercials during this unforeseen incident (all CBS in house promos) while the rest of the time was filled with commentary about the players stats and uncertain updates regarding the power failure with the occasional pause for the commentators to collect their thoughts on what they would say next. Clearly, nobody was prepared for something so unexpected. –Especially the owners of CBS. After all, marketers make enormous investments for a 30 second commercial slot. If we were to estimate 4 million dollars per 30 second slot during the duration of the blackout, CBS would have made a womping total of 4.2 billion dollars!
I’m sure next year CBS will be better prepared for any unplanned situations. One thing I would suggest is upselling their advertising slots for any potential delays in the game. If there are no incidents, with the technological advances dealing with the World Wide Web, CBS and the Marketers should create an agreement where the ads that were not featured on television, would be features on the Live Stream for a discounted price.