If there wasn’t a clear breakout ad during Sunday’s Super Bowl 50, one trend did emerge from the pack: marketers have shifted their attention squarely to millennials.
As of last year, Generation Y became the largest demographic in America, outnumbering Baby Boomers’ 83 million to 75 million, according to data from the U.S. Census Bureau. However, the highly-coveted age group presents somewhat of a conundrum for marketers looking to win them over.
With $200 billion in annual buying power, millennials aren’t easily swayed by advertising — an Elite Daily millennial consumer study from last year found that a scant 1% of millennials said that compelling campaigns would make them trust a brand more.
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From Ted Murphy, IZEA CEO & Founder
The good news is that brands are listening to these statistics and taking their campaigns online. A hashtag usage report from IZEA found that while official Super Bowl hashtage usage dropped slightly this year, 53% of commercials contained a hashtag – up from 50% in 2015.
“With over 34 million millennial viewers, it’s integral that marketers move their Super Bowl campaigns online, where millennials are consuming content and interacting with brands,” IZEA CEO Ted Murphy told Marketing Dive. “This is especially true for commercials aimed at millennials, such as Mountain Dew’s #puppymonkeybaby and T-Mobile’s Drake ad. T-Mobile received over 98,000 Twitter mentions on Sunday, generating lasting brand awareness for the company.”
