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Despite a tepid halftime performance and a 10-year low in ratings, Sunday night’s Super Bowl telecast was still a healthy one for top music publishers and record labels, many of whom saw overall volume and revenue on par with 2018’s record year of activity.
Among publishers, Sony/ATV secured seven synch licenses in national brand commercials, followed by Universal Music Publishing Group and Kobalt with six, BMG with five and one for indie publisher Spirit Music Group. Warner/Chappell had yet to issue a final tally at press time. The use of music grew even higher when extended to TV network promos, movie trailers and NFL spots, though synch negotiations for those spots are typically shorter term and less high-price than those on behalf of brands.
Key - Year - Element - Surprise - Marketers
The key to synch this year was the element of surprise, as marketers like Toyota, Burger King and Bud Light/HBO kept some of their ads close to the vest to create buzzy moments during the telecast. Other long-time advertisers like Chrysler and Coca-Cola decided at the last minute not to air their commercials during the big game at all, which stretched the negotiation period for many synchs later than ever as several licenses were confirmed late on Friday.
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Brands - Marketing - Plans - TV - Broadcast
“This tells me that brands were very carefully figuring out how best to split their marketing plans between the live TV broadcast and what they were doing online,” says Brian Monaco, global chief marketing officer for Sony/ATV, whose client John Legend appeared in an online-only Super Bowl spot for Pampers that premiered on social media Sunday afternoon. “As a result, more time was spent than usual making sure they had picked the right song for their campaign.”
Adds Jeannette Perez, president of global synch and brand partnerships at Kobalt Music, “It’s less of a...
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