{"id":50950,"date":"2018-01-12T14:00:45","date_gmt":"2018-01-12T19:00:45","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=50950"},"modified":"2018-01-12T16:04:59","modified_gmt":"2018-01-12T21:04:59","slug":"publicites-du-super-bowl-lii-un-avant-gout","status":"publish","type":"post","link":"https:\/\/isarta.fr\/infos\/publicites-du-super-bowl-lii-un-avant-gout\/","title":{"rendered":"Publicit\u00e9s du Super Bowl LII: un avant-go\u00fbt"},"content":{"rendered":"<p><span style=\"font-size: 20px; color: #000080;\">M\u00eame si tout au long de la saison on a soulign\u00e9 la\u00a0<a href=\"https:\/\/www.si.com\/tech-media\/2018\/01\/04\/nfl-tv-ratings-decline-ten-percent-colin-kaepernick-thursday-night-football\"><span style=\"color: #3366ff;\">baisse<\/span><\/a><span style=\"color: #3366ff;\">\u00a0<\/span>des cotes d\u2019\u00e9coute t\u00e9l\u00e9 de la NFL, il semble que le prix d\u2019une publicit\u00e9 lors du Super Bowl LII restera aussi \u00e9lev\u00e9 que l\u2019an dernier. Celui-ci devrait se <a href=\"http:\/\/awfulannouncing.com\/nbc\/nbc-olympic-revenue-increase-super-bowl-ads.html\"><span style=\"color: #3366ff;\">situer<\/span><\/a> autour des 5\u00a0millions de dollars pour trente secondes de temps d&rsquo;antenne. En 2017, la rencontre entre les Patriots et les Falcons a donn\u00e9 lieu \u00e0 tout un spectacle et reste de loin l\u2019\u00e9v\u00e9nement t\u00e9l\u00e9vis\u00e9 le plus<span style=\"color: #3366ff;\">\u00a0<\/span><a href=\"http:\/\/adage.com\/article\/media\/ratings-slum\/311777\/\"><span style=\"color: #3366ff;\">regard\u00e9<\/span><\/a>\u00a0aux \u00c9tats-Unis.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-39733 \" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2017\/01\/superbowl_football_Fotolia_72902113_S.jpg\" alt=\"\" width=\"598\" height=\"377\" srcset=\"https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2017\/01\/superbowl_football_Fotolia_72902113_S.jpg 873w, https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2017\/01\/superbowl_football_Fotolia_72902113_S-300x189.jpg 300w, https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2017\/01\/superbowl_football_Fotolia_72902113_S-768x484.jpg 768w\" sizes=\"auto, (max-width: 598px) 85vw, 598px\" \/><\/p>\n<p><span style=\"font-size: 12px; color: #808080;\">12 janvier 2018<\/span><\/p>\n<h2><span style=\"font-size: 24px; color: #000080;\"><strong>\u00c0 quoi s\u2019attendre en 2018?<\/strong><\/span><\/h2>\n<p>Lors de l\u2019<strong>\u00e9dition\u00a02017<\/strong> du Super\u00a0Bowl, plusieurs annonceurs, dont <a href=\"https:\/\/www.nytimes.com\/2017\/02\/05\/technology\/airbnb-super-bowl-ad-trump-travel-ban.html\"><span style=\"color: #3366ff;\">Airbnb<\/span><\/a> et <a href=\"http:\/\/fortune.com\/2017\/02\/06\/super-bowl-patriots-audi\/\"><span style=\"color: #3366ff;\">Audi<\/span><\/a><span style=\"color: #3366ff;\">,<\/span> avaient opt\u00e9 pour des messages \u00e0 saveur <strong>politique.<\/strong> Doit-on s\u2019attendre \u00e0 la m\u00eame chose cette ann\u00e9e? Oui, selon la firme\u00a0<a href=\"http:\/\/www.adweek.com\/brand-marketing\/4-advertising-trends-to-expect-from-super-bowl-lii\/\"><span style=\"color: #3366ff;\">Unruly<\/span><\/a>, qui mesure l\u2019<strong>efficacit\u00e9<\/strong> des messages pr\u00e9sent\u00e9s lors de l\u2019\u00e9v\u00e9nement. Parmi les autres tendances \u00e0 surveiller, notons l\u2019utilisation de la publicit\u00e9 en <strong>temps r\u00e9el,<\/strong> un concept sur lequel Hyundai et<span style=\"color: #3366ff;\">\u00a0<\/span><a href=\"http:\/\/www.adweek.com\/brand-marketing\/everything-went-wrong-on-purpose-in-snickers-live-super-bowl-spot\/\"><span style=\"color: #3366ff;\">Snickers<\/span><\/a>\u00a0avaient mis\u00e9 l\u2019an dernier. L&rsquo;humour et les <strong>c\u00e9l\u00e9brit\u00e9s,<\/strong> habituellement efficaces pour attirer l&rsquo;attention, devraient aussi \u00eatre au rendez-vous encore cette ann\u00e9e dans les publicit\u00e9s.<\/p>\n<h2><span style=\"font-size: 24px; color: #000080;\"><strong>Des retours et des premi\u00e8res<\/strong><\/span><\/h2>\n<p><strong>Anheuser-Busch,<\/strong> qui d\u00e9tient les droits exclusifs de la promotion de bi\u00e8re lors du Super Bowl, pr\u00e9sentera probablement des concepts moins <a href=\"https:\/\/www.youtube-nocookie.com\/watch?v=HtBZvl7dIu4\"><span style=\"color: #3366ff;\">politiques<\/span><\/a> qu\u2019en\u00a02017. L\u2019entreprise mettra de l\u2019avant pour la premi\u00e8re fois depuis\u00a02011 la <strong>Stella Artois,<\/strong> en plus de r\u00e9server un 60\u00a0secondes pour sa bi\u00e8re <strong>Bud Light.<\/strong><\/p>\n<p><strong>Groupon<\/strong> fera un retour au Super Bowl apr\u00e8s sept\u00a0ans d\u2019absence. Sa premi\u00e8re apparition, en <a href=\"http:\/\/adage.com\/videos\/groupon-tibet\/362\"><span style=\"color: #3366ff;\">2011<\/span><\/a><span style=\"color: #3366ff;\">,<\/span> lui avait attir\u00e9 des <strong>critiques.<\/strong> On d\u00e9plorait alors l\u2019utilisation de la situation politique au <strong>Tibet<\/strong> comme trame de fond afin de vendre les m\u00e9rites de la compagnie sp\u00e9cialis\u00e9e dans les rabais.<\/p>\n<p><strong>Pringles,<\/strong> d\u00e9tenue par Kellogg, est jusqu&rsquo;ici une des rares marques \u00e0 pr\u00e9senter pour la <strong>premi\u00e8re fois<\/strong> une publicit\u00e9 lors du grand rendez-vous sportif. Sa publicit\u00e9 de 30\u00a0secondes servira \u00e0 promouvoir le d\u00e9but de sa campagne\u00a0<em><strong>Flavor Stacking,<\/strong> <\/em>qui sera d\u00e9ploy\u00e9e tout au long de l\u2019ann\u00e9e\u00a02018<em>.<\/em><\/p>\n<p>Parmi les <strong>absents<\/strong> de marque, notons <a href=\"http:\/\/www.adweek.com\/brand-marketing\/honda-wont-be-returning-to-the-big-game-in-2018\/\"><span style=\"color: #3366ff;\">Honda<\/span><\/a>, qui ratera le rendez-vous annuel pour une premi\u00e8re fois en quatre\u00a0ans. Puis, apr\u00e8s trois\u00a0ans \u00e0 pr\u00e9senter un message t\u00e9l\u00e9vis\u00e9,\u00a0<a href=\"https:\/\/www.youtube-nocookie.com\/watch?v=LZFsDLXEfmU\/\"><span style=\"color: #3366ff;\">wix.com<\/span><\/a><span style=\"color: #3366ff;\">\u00a0<\/span>se tourne maintenant vers le <strong>Web,<\/strong> o\u00f9 la majorit\u00e9 de son budget publicitaire devrait \u00eatre investi en 2018. Une <strong>publicit\u00e9 en ligne<\/strong> pourrait toutefois \u00eatre diffus\u00e9e en lien avec le <strong>Super Bowl.<\/strong><\/p>\n<p>D&rsquo;autres annonceurs s&rsquo;<strong>ajouteront<\/strong> dans les semaines \u00e0 venir. Encore cette ann\u00e9e, le Super Bowl devrait donner lieu \u00e0 tout un <strong>spectacle,<\/strong> autant durant la partie que pendant les pauses publicitaires.<\/p>\n<hr class=\"isarta-divider\" \/>\n","protected":false},"excerpt":{"rendered":"<p>M\u00eame si tout au long de la saison on a soulign\u00e9 la\u00a0baisse\u00a0des cotes d\u2019\u00e9coute t\u00e9l\u00e9 de la NFL, il semble que le prix d\u2019une publicit\u00e9 lors du Super Bowl LII restera aussi \u00e9lev\u00e9 que l\u2019an dernier. Celui-ci devrait se situer autour des 5\u00a0millions de dollars pour trente secondes de temps d&rsquo;antenne. En 2017, la rencontre entre les Patriots et les Falcons a donn\u00e9 lieu \u00e0 tout un spectacle et reste de loin l\u2019\u00e9v\u00e9nement t\u00e9l\u00e9vis\u00e9 le plus\u00a0regard\u00e9\u00a0aux \u00c9tats-Unis.<\/p>\n","protected":false},"author":2,"featured_media":39733,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[215],"class_list":["post-50950","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articlesmarketing-communications","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Super Bowl 2018: des retours et des premi\u00e8res<\/title>\n<meta name=\"description\" content=\"\u00c0 quoi peut-on s&#039;attendre cette ann\u00e9e pour le plus grand rendez-vous t\u00e9l\u00e9visuel en mati\u00e8re de football?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/isarta.fr\/infos\/publicites-du-super-bowl-lii-un-avant-gout\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Super Bowl 2018: des retours et des premi\u00e8res\" \/>\n<meta property=\"og:description\" content=\"\u00c0 quoi peut-on s&#039;attendre cette ann\u00e9e pour le plus grand rendez-vous t\u00e9l\u00e9visuel en mati\u00e8re de football?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/isarta.fr\/infos\/publicites-du-super-bowl-lii-un-avant-gout\/\" \/>\n<meta property=\"og:site_name\" content=\"Isarta Infos\" \/>\n<meta property=\"article:published_time\" content=\"2018-01-12T19:00:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-01-12T21:04:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2017\/01\/superbowl_football_Fotolia_72902113_S.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"873\" \/>\n\t<meta property=\"og:image:height\" content=\"550\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Fran\u00e7ois Nadeau\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@FrancoisNad\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Fran\u00e7ois Nadeau\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/publicites-du-super-bowl-lii-un-avant-gout\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/publicites-du-super-bowl-lii-un-avant-gout\\\/\"},\"author\":{\"name\":\"Fran\u00e7ois Nadeau\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#\\\/schema\\\/person\\\/6f90ac1117c8d27f3c3053c734cfb723\"},\"headline\":\"Publicit\u00e9s du Super Bowl LII: un avant-go\u00fbt\",\"datePublished\":\"2018-01-12T19:00:45+00:00\",\"dateModified\":\"2018-01-12T21:04:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/publicites-du-super-bowl-lii-un-avant-gout\\\/\"},\"wordCount\":471,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/publicites-du-super-bowl-lii-un-avant-gout\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/wp-content\\\/uploads\\\/2017\\\/01\\\/superbowl_football_Fotolia_72902113_S.jpg\",\"keywords\":[\"marketing\"],\"articleSection\":[\"Marketing &amp; 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