Ivan Santos-Muñoz of Groovindads: Brands using integrated technologies are those still relevant when it’s Super Bowl time

The Super Bowl is considered the most important advertising event of the year on the global market, above all in Mexico. Which is why so many brands ride this wave of sports enthusiasm to gain relevance with their audiences by means of ingenious commercials, promotions, and discounts. According to NFL data from Mexico, America’s National Football League is the second most watched programming in the country after the MX League, with approximately 45 million spectators between men (55 percent) and women (45 percent). Some 53 percent of those who watch the game are fans aged 34 years or under. And according to this study, digital access to this event increased by 40 percent thanks to its video presence on computers, phones and tablets. Without a doubt, a show of this magnitude is a great chance for marketers to dream up campaigns in harmony with the Super Bowl, and consequently drive sales of their products and services and build loyalty among their audiences. “Frituras, cacahuetes, nachos”: How do Mexicans see the game? Taking into account the behavior of audiences at other events, it’s possible to identify some consumer trends that marketers ought to be aware of in order to strengthen their advertising campaigns.