Superbowl-ads.com Article Archive

Definition 6, an integrated interactive agency, today announced the launch of the Coca-Cola “Happiness Machine” video. Coca-Cola selected Definition 6 to develop a video for viral distribution that would tie into its recently launched ‘Open Happiness’ global advertising campaign.

“We were looking for a creative way to connect with teens outside of the typical TV commercial or online game,” said A.J. Brustein, Global Senior Brand Manager, Coca-Cola. “We wanted to give them something that would spread a bit of happiness and something they could pass on to their friends to keep the happiness flowing.”
The “Happiness Machine” campaign features a Coca-Cola vending machine transformed to deliver small “doses” of happiness for unsuspecting college students, in the form of everything from flowers and pizza, to 6-foot subs and balloon animals.

NEW YORK–(BUSINESS WIRE)

The escalating chatter surrounding Super Bowl XLIV is not just about the teams competing for the 2010 championship. The TV commercials that will appear during the game are also the subject of discussion and speculation. And participating advertisers will once again be confronted with the difficult question of whether the Super Bowl is a smart marketing investment or a wasted use of the budget.

TNS Media Intelligence has again combed through its extensive database to report on the past 20 years of Super Bowl advertising. From 1990 thru 2009, the Super Bowl game has generated $2.17 billion of network sales from a total of 210 different advertisers and more than 1,400 commercial messages.

“The Super Bowl remains a singular event for engaging the broadest number of consumers at one time,” said Mark Nesbitt, President, TNS Media Intelligence. “Because it is viewed live and experienced by a majority of the country at the same time, a commercial presence on the broadcast has great significance and impact for a brand, making each not so much a brand message as a brand event. It is why a presence on the broadcast lends itself so effectively to an integrated marketing effort.”

“As an advertising event, the Super Bowl has evolved beyond a vehicle for presenting expensive, stand-alone commercial spots that seek to entertain viewers and generate awareness,” said Jon Swallen, SVP Research for TNS Media Intelligence. “Increasingly, in-game spots are being supplemented by elaborate integrated communications programs that attempt to drive traffic online or in-store, generate positive social media discussion, incorporate public relations effort and ultimately achieve a strong ROI.”

Despite decline, ads remain the most expensive on television

msnbc.msn.com

The economic slump has prices for Super Bowl commercial time falling for only the second time in its history, but they are still the most expensive on television.

TNS Media Intelligence said Monday that 30-second commercials during next month’s Super Bowl on CBS are selling for between $2.5 million and $2.8 million. That’s a drop from last year, when ads averaged $3 million on NBC.

Some big players like Pepsi and General Motors are staying on the sidelines. This leaves holes for smaller companies like Diamond Foods and Dr Pepper Snapple to use the Super Bowl to get their wares in front of 100 million viewers who are practically guaranteed to watch their ads.

Super Bowl, Olympics just aren’t ad-ding up.
It’s crunch time for the networks trying to unload $1 billion in ad time for television’s two biggest sporting events.
CBS is televising the Super Bowl on Feb. 7, and just five days later, NBC will follow with 17 days of Winter Olympics coverage from Vancouver, Canada.
“We are coming out [...]

Executives with the Las Vegas Convention and Visitors Authority and their contracted advertising agency, R&R Partners, will meet early next month to determine if the city’s popular “What happens here, stays here” television ads can be aired in the Super Bowl broadcast.

Other tourism companies say they’re working to capitalize on the National Football League’s modified ad policy that would lift a ban that prevented cities with legalized gambling to run TV spots during the NFL’s post-season.

This year’s Super Bowl, to be played in Miami, is Feb. 7 and the NFL post-season begins Jan. 9.

Under the old rules, destinations like Las Vegas, Reno and Lake Tahoe could not run their ads during the broadcast, one of the nation’s most-watched television events, because of the cities’ association with gambling.

The new rule allows Las Vegas to advertise, but it still prohibits ads featuring specific hotels and casinos or any gambling references or imagery.

While some of the “What happens here, stays here” ads are set in resorts, others don’t have any gambling or individual property references. LVCVA and R&R executives will meet to determine whether their ads would meet the NFL’s new standards and whether the high cost of Super Bowl ads would be worth the buy.

Reports on Adage point towards Motorola running a Droid Super Bowl 2010 commercial during the February 7th broadcast. Motorola has not confirmed their plans. To advertise during the Super Bowl takes deep pockets as a 30 second spot selling for around $2.5 – $3 million. But, this would not be the first time Motorola has advertised during the Super Bowl. The company ran a Motorola PEBL ad during the Super Bowl 2006.

Snapping a 23-year streak on the gridiron, PepsiCo ’s beverages will sit out Super Bowl XLIV, as the soft-drink and snack giant puts its advertising muscle behind a new cause-related marketing program.

The move is an about-face for Pepsi, which was the biggest advertiser on last year’s broadcast of the big game and has long made the National Football League championship the centerpiece of its marketing strategy. Pepsi has used the event, TV’s priciest showcase for ads, to launch splashy spots starring celebrities such as Britney Spears, Cindy Crawford and Ozzy Osbourne.

“In 2010, each of our beverage brands has a strategy and marketing platform that will be less about a singular event,” says Frank Cooper, senior vice president of PepsiCo Americas Beverages. However, Doritos, a PepsiCo snack brand, will advertise during the game broadcast.

http://tinyurl.com/yzbna7c
Posted on Wed, 16 Dec 2009 08:00:00 CST | by Luigi Lugmayr
Frito-Lay Doritos has one of the best advertising concepts for the Super Bowl. The company invites anybody to submit self-made Doritos ads in what they call Crash The Super Bowl.
Last year Doritos even made it on top of the USA Today Ad Meter with [...]

The Scottsdale-based domain-name registrar shot its commercials featuring auto racer and Go Daddy spokeswoman Danica Patrick over five days the past week at three sites around metro Phoenix. More than 60 people were involved in shooting material for three commercials, including Internet-only versions, Go Daddy said. The company has purchased commercial spots in the first and fourth quarters of the Super Bowl.

CBS Corp., owner of the most-watched U.S. television network, said sales of Super Bowl commercials are running ahead of 2007, the last time the company aired the National Football League championship.

CBS has spots available throughout the game, the most- watched TV event each year, with most of the remaining time in the final quarter, according to John Bogusz, who oversees sports and news at the New York-based network.

“We’re pleasantly surprised with where we are,” Bogusz said today in an interview. “The last four months have been very active, both for college football, the NFL and the Super Bowl.

”The recovering U.S. ad market is helping CBS sell Super Bowl commercials, some of the most expensive on TV. The network has already sold about 90 percent of the air time, sooner than NBC did a year ago, Chief Executive Officer Leslie Moonves said yesterday at an investor conference. Companies are spending “close to $3 million” for a 30-second advertisement, he said.