Superbowl-ads.com Article Archive

A Nevada congressman wrote Treasury Secretary Tim Geithner to review Chrysler’s decision to run an expensive ad during this year’s Super Bowl.

Rep. Dean Heller (R-Nev.) wrote Geithner to express concern over the automaker’s decision to spend on advertising after having received billions in government assistance and having undergone bankruptcy in the pass year.

Dockers® brand has created an innovative way to provide consumers with relevant content on their terms. Dockers® and Shazam® have developed an integrated program that allows consumers who watch the new Dockers® “Men Without Pants” TV commercial to use their mobile devices to engage at a deeper level with the brand – a world’s first. Once the ad is “shazamed,” viewers will link directly to a branded-content site. This technology is a major step forward in making TV clickable like digital media.

The new commercial debuts during the Super Bowl XLIV broadcast on February 7 on CBS, the first Dockers commercial to air on the Super Bowl since 2002. Viewers who have Shazam® downloaded on their smartphones can tag the spot and are instantly taken to a branded-content page. On this page, consumers can read about the “Wear the Pants™” campaign, learn about and purchase the “I Wear No Pants” track and more. The ad debut will also include a khaki pant giveaway promotion that can be entered immediately via consumer mobile devices with the Shazam® technology. The commercial continues through 2010 on a variety of shows and networks including NBA on TNT, FX, Comedy Central and the Discovery Channel and will also air online immediately following the Super Bowl debut. The khaki give away runs from February 7 – 15, 2010.

Focus on the Family will broadcast the first Super Bowl ad in its history Feb. 7 during CBS Sports’ coverage of the game at Dolphin Stadium in South Florida.

The 30-second spot from the international family-help organization will feature college football star Tim Tebow and his mother, Pam. They will share a personal story centered on the theme of “Celebrate Family, Celebrate Life.”

“Tim and Pam share our respect for life and our passion for helping families thrive,” said Jim Daly, president and CEO of Focus on the Family, “They live what we see every day – that the desire for family closeness is written on the hearts of every generation. Focus on the Family is about nurturing that desire and strengthening families by empowering them with the tools they need to live lives rooted in morals and values.”

The Tebows said they agreed to appear in the commercial because the issue of life is one they feel very strongly about.

Daly chuckled at some of the “will-they-or-won’t-they?” speculation in the media about whether Focus would indeed create a Super Bowl ad. Daly added that all the funds to air the ad came from a handful of “very generous and committed friends” who donated specifically to support the project. No money from the ministry’s general fund was used.

“Now that the ad has been shot, we’re excited to tell people it’s coming, because the Tebows’ story is such an important one for our culture to hear,” he said. “You won’t want to miss it.”

The ranks of Super Bowl advertisers are changing. Once, mass marketers saw intuitive sense in getting in front of a mass audience–which the Super Bowl provides like no other television event.

Who’s better off laying out the nine figures for the Super Bowl? Mainly those companies whose brand images are still developing, where the goal is to shape opinion or change public perceptions.

Hyundai, which will advertise this year, is trying to expand past an image as a maker of small, cheap cars. Go Daddy, the Internet domain registrar that markets aggressively through racy ads, some featuring racecar driver Danica Patrick, got over 5 million hits on its Web site following last year’s Super Bowl ads. Career Builder has a natural fit this year thanks to a bum economy that’s got more people looking for job search help. And online broker E-Trade, increasingly established but still focused on luring customers from traditional brokerages, is back in the Super Bowl for a fifth year.

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.

http://www.msnbc.msn.com/id/6859306/
Advertisers say they’ll tone it down, but few offer any specifics
The Associated Press
NEW YORK – As in years past, many Super Bowl advertisers are guarding the secrecy of their 30-second spots with the zeal of a Kremlin intelligence operative. Even so, one thing seems certain: Gas-passing horses, crotch-biting [...]

He spit up in front of 97.4 million people and “underestimated the creepiness” of a clown he hired, but the 9-month-old in E-Trade’s (ETFC) two Super Bowl ads is a star. Both ads aired late in the game, but ranked 13th and 14th out of 53 game ads with consumers rating the ads in real time for USA TODAY’s annual Super Bowl Ad Meter. Since then, they’ve been two of the most-watched game ads online and finished high in measures of online buzz.

How they made the ads: The crew at agency Grey New York filmed the baby (his name is not being disclosed) sitting in a highchair before a green screen making expressions, mostly in response to his mother. She sat in an adjacent room for the filming and was seen by the baby on a monitor. Added later digitally: the mouth movements of a 5-year-old actor, the voice of a 30-year-old and the keyboard, room items and clown.

comScore (NASDAQ: SCOR), a leader in measuring the digital world, today released the results of its annual Super Bowl post-game survey. The survey of 1,139 U.S. Internet users who watched Super Bowl XLII, which featured the New York Giants’ improbable victory over the previously undefeated New England Patriots, was conducted on February 3-4, 2008. With two large market teams and the Patriots’ quest for a perfect season on the line, the television broadcast averaged a record 97 million viewers throughout the game, making the event even more important than usual for this year’s advertisers.

Anheuser-Busch Reigns as King of Ads

The most popular advertiser during the Super Bowl was Anheuser-Busch, whose commercials for Bud and Bud Light (including comedian Will Ferrell’s offbeat spot) scored well amongst viewers, with nearly half indicating they would most like to see the commercials again. Beverage spots were particularly popular this year, with a large percentage of respondents saying they would also like to see ads for Pepsi (28 percent) and Coca Cola (25 percent) again.

The days of Super Bowl ads littered with celebrities may be numbered. Celebs of various sorts showed up in 18 ads this year, but not one cracked the top five in USA TODAY’s Ad Meter, an exclusive real-time consumer rating of the ads.

Shut out of even the top 10: Pepsi’s (PEP) high-priced Justin Timberlake, Carmen Electra for Ice Breakers, Shaquille O’Neal for Vitaminwater and Richard Simmons and Alice Cooper for Bridgestone. In the game’s celeb heyday of the 1980s, Michael Jackson could make a Pepsi ad an event, and Michael Jordan took ads into rare air. On the latest Super Sunday, some celeb ads even crashed.