Superbowl-ads.com Article Archive

Let’s be honest: A good deal of people will tune in to the game just for the Super Bowl 2013 ads.

These people may not be the biggest football fans, or maybe their team is not in the game. Regardless, all they want to see is the funniest commercials.

These folks will probably be busy eating and socializing during the early parts of the game—the focus will be on the chips and wings instead of the intricacies of the read-option.

Companies will need to realize this. No one remembers ads from the first minute of the first quarter. No one remembers ads that come out a week before. They remember them in the heat of the game, from the second half on.

If a company reveals an ad too early, then it loses a lot of effectiveness.

With so many companies leaking out ads well ahead of its scheduled air time, it loses some of its luster and the audience will look away.

The best part about an ad on Super Bowl Sunday is to get the extra eyeballs on a brand and to hope that those eyeballs turn into customers. But you can’t get new customers if no one’s paying attention. So companies need to place the ad at a time when everyone is watching.

Putting an ad out two weeks before the game starts means that it’s just another ad, not one that comes with the glitz of being on Super Bowl Sunday.

Placing an ad anytime after the second half is smart—the eating has stopped, people have stopped socializing, no one has seen it beforehand, and the focus is squarely on the game.

If a company places an ad too early—say, the middle of the first quarter, or worse, a few days before—it runs the risk of too many people in the bathroom, or in the kitchen or on their smart phones.

Of course, it’s more expensive to place an ad later in the game. But the pay-off is completely worth it.

The best ads will catch everyone by surprise. If they’re released ahead of time, no one will be talking about them at the water cooler.

Read More at : Bleacher Report

In a Super Bowl advertising blockbuster sequel, Kia Motors America will be back on the big screen for the premiere of its 2013 big game commercial. The fast-growing automaker’s complete 60-second “Space Babies” ad for the redesigned 2014 Sorento CUV will premiere on Feb. 1 on more than 19,000 movie screens nationwide in NCM Media Networks’ FirstLook pre-show program before airing during the fourth quarter of the game.

To build anticipation for its Super Bowl spot’s cinema debut, Kia will kick things off with 15-second teaser ads in movie theaters on Jan. 25. See the teaser video here.

Kia’s cinema launch strategy builds on the tremendous success Kia enjoyed last year when it became the first spot advertiser to ever premiere its spot on the silver screen before the big game. The NCM Media Networks and Nielsen NRG conducted a custom research study of consumers who had seen the Kia Optima commercial last year both in theaters as well as in the Super Bowl, and the positive effect of the combination of TV and cinema on the audience was significant:

Cinema Boosted Ad Recall

While 46-percent of people who saw the Kia ad in the Super Bowl were able to recall it unaided, that number jumped to 70 percent Unaided Recall for people who saw it both in NCM’s FirstLook at the movies and in the Super Bowl.

Cinema plus TV resulted in a 52 percent Unaided Recall increase, vs. TV alone.

When it came to Total Recall (Aided + Unaided), the combination of cinema plus TV resulted in 95 percent Total Recall of the ad by people who saw it both in NCM’s FirstLook at the movies and in the Super Bowl.
Cinema Boosted Intent to Purchase, Likability, and Positive Opinion of the Brand

People who saw the ad both in NCM’s FirstLook and in the Super Bowl were 39 percent more likely to consider purchasing a Kia than people who only saw the ad in the Super Bowl alone. The combination of cinema plus TV also resulted in significant increases in ad likability and positive opinion of the Kia brand in general.
“Kia’s blockbuster success as the first Super Bowl advertiser to ever premiere in cinema was the perfect set-up for a sequel this year,” said Cliff Marks, president of sales and marketing with NCM Media Networks. “The NCM Cinema Network is the number one network in the country on weekends, so the audiences flocking to our theaters on the Friday and Saturday before the big game will get to be the first to experience this fun commercial. Our 40-foot big screens certainly help to build brand buzz, and when smart advertisers like Kia use them in combination with TV, it can have a major impact on campaign ROI.”

“Launching Kia’s Super Bowl commercial in NCM’s FirstLook for the second consecutive year builds on last year’s tremendous success where we saw a noteworthy lift in purchase consideration and equally important, it created early buzz before more than 100 million people saw it during the big game,” said Michael Sprague, executive vice president, marketing & communications, KMA.

CNET was to give Dish a pair of awards at the Consumer Electronics Show for the latest iteration of its Hopper, but CBS HQ stepped in and put a stop to it. CBS and other networks have been enraged by the AutoHop feature that allows the automatic removal of all commercials in a show and are suing Dish hoping to thwart it.

Dish swiftly sent out a release saying it was “saddened” by CBS’s tactics and isn’t “afraid to stand up for consumer rights.” Loads of coverage followed.

CBS will reject the ad and Dish will have its press release screaming about the network’s heavy-handedness while touting its efforts to keep fighting for you. The statement is already written: “We at Dish embrace the consumer, embrace change and embrace technology. We believe that giving the customer what he or she wants is always a formula for success.” Dish CEO Joe Clayton delivered it in the fall after Moonves suggested CBS would drop its programming from Dish unless the Hopper was banished.

Read more at : MediaPost

Chrysler CEO Sergio Marchionne said the company isn’t necessarily going to point the camera on Detroit again for a Super Bowl ad.

“I don’t know if we’ll be in the Super Bowl, that’s the first thing, at least not the way we have been in the past,” he said, adding the Clint Eastwood commercial was finished the Monday before it played. “If you had asked me the weekend before the Super Bowl if we had something to show, the answer would have been ‘no.’”

To have a Super Bowl ad, Marchionne says things would have to come together just right. He’s also not sure if they can sustain the impact.

“For Chrysler to keep on repeating commercials that ultimately have that level of significance, you’re already pushing your luck,” he said.

But, speaking Thursday at the Automotive News World Congress, Chrysler’s top sales executive, Ried Bigland, indicated they have something up their sleeve.

Read More at: CBS Detroit

Dunder Mifflin — yes, it’s a real brand — is crowdsourcing its first Super Bowl ad, which will run in just one market: Scranton, Pa.

In an example of reverse product placement, NBC Universal teamed up with Staples unit Quill in 2011 to create a Dunder Mifflin line of paper products. Until then, the company was a fictional entity that existed only on the U.S. version of The Office. Apparently, the venture has been successful: In November, the company began expanding into tissues, disposable cups, notepads and markers, among other products.

Now the brand is making its first foray into TV advertising. Dunder Mifflin has teamed up with crowdsourcing platform Tongal to create the ad. Tongal started soliciting bids for the project.

Read More at Mashble

Super Bowl ads are getting costlier more quickly than ever — and more numerous.

With some ads on CBS selling for up to $4 million this year vs. $3.5 million last year on NBC, the cost of 30-second Super Bowl spots is growing at three to five times the rate it did a decade ago, according to a 10-year study by research firm Kantar Media.

The price of Super Bowl slots has jumped $300,000 to $500,000 annually in recent years compared with the $100,000 annual increase that was more common a decade ago. For a full chart follow this link.

“No one is holding a gun to the heads of these advertisers,” says Jon Swallen, chief research officer at Kantar. “Clearly, these are price increases the market is willing to bear.”

If the trend continues, the first $5 million Super Bowl commercial could emerge by 2016, he says. Super Bowl slots fetch about twice the cost of the second-most-costly ad time — the Academy Awards, he says, which go for about $1.8 million this year.

So it should be no surprise that the number — and total running time — of Super Bowl ads keeps growing.

The past three Super Bowls have been the most ad-saturated ever, says Swallen, with each containing more than 47 minutes of ad time. That is not just paying sponsors, but also “house ads” that networks air to promote their own shows.

The number of paid commercials keeps growing, with NBC airing 62 during last year’s game, totaling 40.5 minutes of ad time. That compares with 36.45 minutes of ad time a decade earlier in 2002.

CBS reported a sell-out of its Super Bowl ad time last week.

Read More at : yahoo.com

Kraft announced that MiO, pioneer of the fast-growing liquid water enhancer category, will debut a new 30-second commercial during the third quarter of Super Bowl XLVII on February 3, 2013.

“Nearly two years since we launched, MiO has already proven to be a huge hit with millions of fans,” said Doug Weekes , VP of Refreshment Beverages for Kraft. “So it’s only fitting that our game-changing liquid water enhancer will lead the new Kraft onto the world’s largest advertising stage during this year’s Super Bowl.”

MiO will release more details about the Super Bowl ad later this month. To learn more about MiO, visit www.makeitmio.com or follow on Facebook (www.facebook.com/mio) and Twitter (www.twitter.com/makeitmio).

Just as the playoff results are making it clearer which teams will play in Super Bowl XLVII, the lineup of advertisers buying commercials in the game is also becoming clearer.

CBS, which will broadcast the Super Bowl on Feb. 3, said on Tuesday that it had sold all the available commercial time — unless a marketer wants so much to be included that money is no object.

“Yes, we are sold out,” Leslie Moonves, chairman and chief executive of the CBS Corporation, said with a grin, “but if one of those movie companies wants to come in and pay five or six million, we will find room.”

As for the fanciful price tag in his jest, it would well exceed the highest rates for which CBS has made deals; “we have sold some of our spots for over $4 million,” Mr. Moonves said.

CBS has sold most of its Super Bowl spots, according to estimates by agency executives, for an average of $3.7 million to $3.8 million for each 30 seconds.

Read More at : NY Times

This year (2013) will cost about 3.8 Million for a :30 second ad during Super Bowl XLVII. There are only 2 slots remaining, but will probably get filled up in the next few weeks.

CBS has two 30-second Super Bowl ad slots left to sell — and those could be gone at any moment, says John Bogusz, executive vice president of sports sales.

“We’re very, very close to being sold out,” says Bogusz. What’s more, he assures, with record rates of up to $3.8 million per 30-second slot, CBS will post record Super Bowl ad sales revenue for the game.

Read More at: USA Today

Ad sales for what is just the second live-streaming of the Super Bowl are nearly complete, with CBSSports.com nearly sold out as advertisers seek to dangle their promotions in front of consumers whose familiarity with streaming video and “second screen” experiences has grown exponentially since the 2012 event.

“The online inventory is nearly sold out at this point,” said David Morris, chief client officer of CBS Interactive, which is overseeing sales of the digital inventory surrounding the game. “We only have a few packages remaining.”

When sports fans tune in for live streaming, Mr. Morris said, they will see ads from marketers supporting the pre-game and Super Bowl broadcasts on CBS. Ads will primarily come in the form of video commercials that appear during breaks in the game and “companion” advertising that is placed around the CBSSports player during game time.

Categories that will have a noticeable presence in the CBS live-stream include autos, consumer packaged goods, restaurants, beverages, retail and technology, he said, declining to name specific clients. But not every Super Bowl advertiser is in the live stream, Mr. Morris added. He declined to comment on the tone of the commercials, so it remains unclear whether digital viewers will be able to see all the big-budget TV ads for which the event is known.

While Super Bowl TV ads have been going for an average of between $3.7 million and $3.8 million, ad prices for digital inventory around the game are significantly less. Mr. Morris declined to offer a range of pricing CBS Interactive was getting, but NBC last year was selling inventory surrounding its live stream for a range that moved between the high six figure and low seven figures.

NBC broke ground last year with its live-streaming of the Super Bowl, the first time the gridiron classic was transmitted by a TV network in non-traditional fashion. NBC said its effort reached 2.1 million unique users.

Read more at: adage.com

From Anheuser Busch to Volkswagen, Ads Are Shaping Up for the Big Game.

As CBS works to sell the last handful of spots for its 2013 broadcast of Super Bowl XLVII from New Orleans, Ad Age is posting its annual chart of which advertisers are buying into the event and what is known of their plans. With ad packages going for an average of $3.7 million to $3.8 million, the Super Bowl represents perhaps the biggest investment a marketer may make in a single media property all year.

The usual coterie of big sponsors is more or less on board again in 2013 — hello, Pepsi! hello Bud Light! — accompanied by opportunistic, smaller brands that want to make a big splash, such as Century 21 and GoDaddy.com, both of which are also returning to the game.

Read More at: AdAge

Wieden & Kennedy beat out Interpublic Group’s DraftFCB for Oreo’s Super Bowl ad, but the cookie brand will stick with IPG long-term in a new agency model that will use multiple shops within the holding company.

Oreo, which will run a 30-second spot during the Super Bowl’s first half, sought ideas from DraftFCB and Wieden & Kennedy, Portland, in a jump-ball pitch. The brand went with Wieden for the big game because the shop is “the right partner for us with their history of understanding [Super Bowl advertising] in a very meaningful way and getting to creative breakthrough advertising,” Ms. Guzzinati said. Still, she stressed that Wieden & Kennedy’s assignment is “specific to the Super Bowl” and going forward the shop is “not an Oreo agency.”

Read More at: AdAge

Super Bowl broadcasters charge sky high prices for advertising spots during the National Football League’s championship game. It’s sort of an expected part of doing business on one of television’s most-watched events, which explains why CBS can fetch $3.8 million for a 30-second spot on its Super Bowl XLVII telecast scheduled for Feb. 3.

According to a report in Ad Week, NBC is set to reap a holiday windfall Thursday, when the NFL’s Thanksgiving night game moves from NFL Network to the Peacock.

When the New York Jets and New England Patriots meet in the 8:20 p.m. contest, every commercial costs $975,000, a figure Ad Week said exceeds the usual $500,000-per-spot cost on NBC’s Sunday Night Football broadcasts.

Read More at: AdWeek and Penn Live

It’s a bit presumptuous to start thinking about your NFL team’s place in Super Bowl XLVII, but advertisers are already claiming their spots for the big game.

We’re less than halfway through the professional football season, and already Anheuser-Busch InBev, PepsiCo, Audi, Hyundai/Kia, Cars.com and GoDaddy.com have purchased Super Bowl air time on CBS. The game isn’t until Feb. 3, but CBS is already reporting that ad space is 90% sold out after Coca-Cola, Best Buy and a few others got into the game last week.

If it seems like those buyers are showing blitz a bit too early, just consider the logistics for a second. Prices for a 30-second Super Bowl ad jumped from $2.2 million in 2002 to $3.5 million for a spot in the 2012 broadcast on NBC, according to Kantar Media.

That’s just for the time. Advertising Age notes that sponsors tend to shell out $3.7 million to $3.8 million once they’ve hired a top ad firm like Wieden + Kennedy or negotiated a broader package that includes an in-game appearance. That’s a fairly substantial part of even a large company’s marketing budget, so it pays to take some time and get it right.

In some cases, it’s about reasserting a company’s connection to the game. A-B InBev, for example, has spent more than $240 million in the past decade trying to make Budweiser, Bud Light, Stella Artois and, last year, Bud Light Platinum the beer of choice at fans’ Super Bowl parties. PepsiCo, meanwhile, spent $174 million during the same span to make sure there are plenty of Doritos and sodas for the kids at those same events.

Mercedes-Benz was almost obligated to make the Super Bowl ad buy it finalized last week, considering its name is on the Mercedes-Benz Superdome that’s hosting the game in New Orleans next year.

For other brands, the Super Bowl offers a new beginning. Oreo cookies are returning to the Super Bowl in 2013 after being less of a big-game presence in recent years than the Manning brothers who anchored their racing league. While the sandwich cookie brand just made plans to finish its 100th anniversary with a Super Bowl bash, Oreo’s Super Bowl ads also will be somewhat of a coming-out party for parent company Mondelez International – the snack and candy company that formed when Kraft Foods (KRFT 0.00%) split like an Oreo.

Are the ads worth the big-ticket prices? You have to ask the more than 125 companies that have pumped more than $1.7 billion into Super Bowl advertising in the past 10 years. It’s not cheap, but it’s the only way to get a captive audience as large as the 111.3 million people who watched the New York Giants beat the New England Patriots in February or the 111 million viewers who tuned in to see the Green Bay Packers beat the Pittsburgh Steelers on Fox in 2011.

Read more at: MSN Money