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Sonos Super Bowl Commmercial: A Big Break for Wireless Audio

Integrators should be thanking Sonos for aggressively courting new consumers though its Super Bowl commercial that cost about $4 million for 30 seconds.


Sonos took a huge financial risk for a young company by advertising during the Super Bowl, showing consumers how they can deliver music throughout a home without wires.
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I would like to be the first of what could be many people from the custom installation market thanking Sonos for a gift that hopefully keeps on giving.

Sonos aggressively entered the world of Super Bowl advertising, which is dominated by Budweiser, Doritos, Chrysler and Pepsi.

Despite having a much smaller wallet, Sonos ponied up an estimated $4 million for a 30-second ad to introduce the world to wireless whole-house audio. Taking part in the largest platform in American professional sports, and the advertising industry’s marquee event, Sonos answered pundits’ questions about how it would respond to the challenge of companies such as Bose, Samsung and others entering a category it single-handedly developed.

Sonos showed the world how they can entertain themselves without a major investment in wiring their homes for bulky audio gear, while delivering valuable leads to dealers that are seeking to grow their businesses.

By advertising during Super Bowl XLVIII between the Denver Broncos and now world champion Seattle Seahawks, Sonos demonstrated to dealers how much it values its position as a market leader and showed an estimated 70 percent of American homes that they don’t need to completely remodel their homes to stream audio throughout their homes.

Who knows, maybe in 10 years Sonos’ ad will be looked at as fondly as Apple’s groundbreaking 1984 ad that introduced the world to its MacIntosh computer. Even if it doesn’t have that kind of impact, Sonos’ ad is a huge step in the right direction for an industry that’s been looking for a break since the government declared the recession was over a couple of years ago. 



  About the Author

Bob is an audio enthusiast who has written about consumer electronics for various publications within Massachusetts before joining the staff of CE Pro in 2000. Bob is THX Level I certified, and he's also taken classes from the Imaging Science Foundation (ISF) and Home Acoustics Alliance (HAA). In addition, he's studied guitar and music theory at Sarrin Music Studios in Wakefield, Mass. Have a suggestion or a topic you want to read more about? Email Robert at [email protected]

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