Though always a hybrid event, this year’s Super Bowl represents a vital opportunity for event organizers to reimagine ways to enhance the viewing experience, says Zohar Babin, EVP platform & growth, Kaltura.
One year after the novel coronavirus outbreak erupted in China before spreading to the rest of the world, the pandemic continues to disrupt life as we once knew it – and the 2021 Super Bowl will be no exception.
The crowd at the Raymond James Stadium will be limited to 20% capacityOpens a new window , with social distancing and mask mandates enforced. Whereas an estimated 62,000 fansOpens a new window packed Miami’s Hard Rock Stadium to watch the Kansas City Chiefs defeat the San Francisco 49ers at the 2020 Super Bowl, this year’s event will feature only about 13,000 fans.
Of course, the Super Bowl has always been a hybrid event, with legions more tuning in from home than attending the game in-person. All told, 100 million people watchedOpens a new window the 2020 game. But the NFL will have a hard time sustaining an audience of that size this year, given how much the Super Bowl experience revolves around big parties where friends and families enjoy the game, halftime show, and ads together. Even with vaccines on the way, social distancing will still be the norm by the time of the game, meaning fewer parties and potentially fewer viewers.
Midseason viewership is down 6%Opens a new window compared to last year, with fewer gatherings where people can catch their favorite teams’ games. And as many fans have found, the viewing experience simply isn’t the same without the energy and excitement of packed stadiums. But the upcoming Super Bowl presents a vital opportunity for organizers to reimagine ways of bringing that verve and passion back to the event.
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Replicating and Reinventing the Traditional Super Bowl Experience
There’s no getting around the fact that this year’s game will be different. Viewers who once reveled in the sights and sensations of crowded stadiums – the cheers, the booing, the colorful fan antics – won’t be enjoying these elements as they once did.
Fun and innovative ways of generating the interactive fan experience so many crave and have been missing over the past year will have to be created using technology. Video-recorded skits, cheers, and chants, and even the wave – could be integrated into the live broadcast, expanding the virtual stadium and allowing fans from far-flung corners of the country to participate in the event. Other interactive elements could be incorporated into broadcast and online platforms. Quizzes of Super Bowl trivia, rankings of the Best Ever Halftime shows, or polls asking viewers to chime in on their favorite ad are tools that will effectively ignite energy and involvement throughout the game.
Collaborative communication tools will be essential to enrich the viewer experience and encourage them to participate in the event actively. Most importantly, they will be necessary to ensure fans feel connected emotionally throughout the game, especially as this year’s game will be a virtual watch party experience.
From Gametime To Halftime, Fan Interaction Has Never Been More Crucial
A significant factor in the NFL’s favor this year? The Weeknd, who is slated to perform during this year’s halftime show. His acclaimed, audience-free performanceOpens a new window with Kenny G at the recent American Music Awards underscores what a superb choice he was, as he has already shown remarkable skill at electrifying and engaging viewers even without feeding on the energy of a crowded venue.
And while a dramatically smaller crowd will mean a very different Super Bowl experience both in Tampa and for millions of viewers across the U.S., the sharp reduction in fan noise does come with some benefits that could enhance the game-watching experience. For example, it will be easier for fans invested in the game to hear interactions between teams and players. The broadcast could split streams and audio channels to provide viewers with more perspectives – referees, coaches, star players, and analysts, for instance.
Organizers could also create more interactive experiences through apps or video platforms where fans could engage one another and offer live commentary during the game. A “pick your own replay†experience could be integrated so viewers can choose specific plays they would like to rewatch during the game or after from other angles available that may not have been used as part of the primary broadcast. For those who watch more for the ads than for the game itself, a platform where users specify their interests and view the ads most relevant to them could make for a more personalized experience. At the same time, it could bring together diverse groups of viewers.
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By investing in the technology and tools that can enhance the viewing experience, Super Bowl organizers can make this year’s event feel different in a good way. Simultaneously, teams and sponsors would receive valuable viewer data that would help them improve future game viewing experiences, even after the world enters a new normal. Super Bowl content now has the chance for a longer life cycle and to be turned into a long-term community via online platforms, as the one-time event can now be revisited.
Different? Undoubtedly. This year’s Super Bowl won’t be a carbon copy of those that came before it. But that is precisely why it’s such a unique chance to enhance, rethink, and reinvent what’s possible for future Super Bowl events. The circumstances forced upon this year’s Super Bowl can lead to an evolution in how viewers enjoy sports games in stadiums and at home and watch parties at bars and pubs, creating a more interactive, engaging, and collaborative viewing experience.