1998

What to watch for between Super Bowl plays

http://www.msnbc.msn.com/id/6895297/ After backlash, marketers plan to rein in the raunch By Martin Wolk MSNBC Last year’s Super Bowl is best remembered for Janet Jackson’s halftime ‘wardrobe malfunction,’ but the singer’s accidental overexposure was hardly the event’s only breach of good taste. The CBS broadcast of the showdown between the New England Patriots and Carolina Panthers also was marred by a…

Super Bowl ad money likely to pay off

http://www.nwherald.com/StyleSection/313174661107154.php NORTHWEST HERALD EAU CLAIRE, Wis. – Spending millions to advertise in the Feb. 6 Super Bowl will likely pay off for Hollywood’s movie studios, say marketing experts at the University of Wisconsin-Eau Claire, who have studied Super Bowl advertising for five years. Advertisements during the high-profile game are selling for an average of $2.4 million per 30-second spot, a…

Budweiser Wins the ADBOWL(R); ‘Donkey Dream’ is America’s Favorite Commercial

udweiser’s “Donkey Dream” commercial was voted America’s favorite commercial during the championship football game last night, according to ADBOWL®, the real-time, interactive advertising ranking system for consumers. Developed by McKee Wallwork Henderson advertising, powered by FatCow and in association with Superbowl-ads.com.

America’s top 5 favorites were:

Budweiser “Donkey Dream”

Bud Light “Dog Fetch”

Bud Light “Sleigh Ride”

Frito-Lay “Dentures”

Chevrolet “New Chevy Pick-up (Soap)”

The Gillette Company Debuts New ‘Gillette. The Best a Man Can Get’

The Gillette Company on January 26 announced a return to aspirational advertising with the debut of a new “Gillette. The Best a Man Can Get” campaign during Super Bowl XXXVIII. The 60-second commercial for the MACH3Turbo shaving system is the first Gillette advertising on the Super Bowl in 10 years. The spot will be broadcast during the third quarter of the NFL championship game.

“This campaign builds on our aspirational signature — ‘Gillette. The Best a Man Can Get’ — that we introduced so successfully in 1989,” said Peter K. Hoffman, president, Blades and Razors. “The Super Bowl offers the ideal venue for Gillette to reintroduce this powerful theme and strengthen its emotional connection with millions of men during one of the most highly charged sporting events of the year.”

The campaign, which includes 60-second and 30-second spots created by BBDO NY, engages men through the strong and broadly appealing themes of inspiration, confidence and masculinity. Powerful imagery, copy and music convey these themes, featuring sports and lifestyle vignettes that resonate with men.

ONDCP Links Drugs, Drinking in New Ads

The White House’s latest anti-drug media effort, which launches during the Super Bowl this Sunday, links drug use with drinking in TV ads for the first time in the campaign’s five-year history, sources said.

The new work, from New York shops Foote Cone & Belding and Ogilvy & Mather, also promotes the concept of “early intervention”—another first. That marks a shift in focus from the campaign’s usual prevention-based messages. Early intervention is a drug-treatment strategy favored by drug czar John Walters.

Added entertainment

I don’t know about you, but I’ve seen and heard enough about Super Bowl XXXVIII next Sunday. I’ve studied the charts, seen some of the action clips on television and the internet, and I have my winner.

It’s the Frito-Lay commercial featuring two barely ambulatory grandparents who get out of their chairs and race each other across the room for a bag of potato chips. Grandma gets the early lead but Grandpa trips her with his cane. When she tries to get up, Grandpa pushes her back down with his cane and ambles past. He wins, but looks back to see that Grandma has taken his dentures.

Sounds like a winner in my book in what has become a game within the game. In many living rooms, the contest between Carolina and New England will take second billing. InsightExpress, a research firm, found that 54 percent of the country will tune in to the game, and half of them say they will watch specifically because of the commercials. There are even sports books that will allow you to bet on the winning Super Bowl ad as determined by the USA Today poll.

Super Bowl commercials have become a big deal, as well they should considering it costs $2.3 million for a 30-second spot. And considering the game will attract a TV audience (about 90 million in the U.S. alone) that more than triples that of the top-rated network show (CSI, about 26 million), it’s expected that companies will put their best feet forward.

Aerosmith To Headline Super Bowl Pregame Show

http://www.manhunt.com/news/stories/1074204842.html Aerosmith To Headline Super Bowl Pregame Show Words: Carleen Donovon  America’s premier rock ‘n roll band, Aerosmith, will headline the Super Bowl XXXVIII pre-game show at Reliant Stadium in Houston on Sunday, Feb. 1, the NFL announced today. Super Bowl XXXVIII will be televised by CBS to an expected 130 million viewers in the United States and a potential…

Super Bowl Ad Rates by year

Anheuser-Busch again spending big on the Super Bowl

Cedric the Entertainer is back. So is the bumbling referee as Anheuser-Busch Cos. is again the big spender among Super Bowl advertisers.

The St. Louis-based maker of the world’s biggest selling beer and light beer, Budweiser and Bud Light, has purchased five minutes of air time for CBS’s telecast of Super Bowl 38 on Feb. 1. That’s more than any other company.

Pepsi-Cola. Co. purchased three minutes of commercials. General Motors Corp., America Online and the NFL each purchased a minute and a half.

Advertising Age, a trade publication, reported the average price of a 30-second Super Bowl spot costs a record $2.3 million. That means Anheuser-Busch spent an estimated $23 million for its ads for an event that draws nearly as much attention for its advertisements as for the game itself.

New crop of odd Super Bowl ads to debut

A new crop of contenders will be taking their shot at immortality at next week’s Super Bowl, but they won’t be doing it on the football field.

They’re an odd bunch: The hobbled grandparents who fight over a bag of potato chips, a boisterous family that builds super-fast motorcycles and the heavyset gangster who demands a cream puff.

Twenty years ago, Apple Computer Corp. rocked the advertising world with an iconic ad to introduce a product called the Macintosh. Since then, the Super Bowl has become the undisputed testing ground for the most ambitious and aggressive ideas in the advertising industry. Super Bowl XXXVIII on Feb. 1 will be no different.

CBS Eyes High Super Bowl Ratings

NFL stars Peyton Manning and Donovan McNabb will be watching the Super Bowl. CBS hopes all of their fans do the same.

With the premier television event of the year 10 days away, the network is banking on the Super Bowl’s status as a quasi-national holiday to overcome any shortcomings there might be in the matchup between the New England Patriots and the Carolina Panthers.

At first glance, this Super Bowl doesn’t seem ideal for television.

Neither team boasts an instantly recognizable star or a high-powered offense. Both Carolina quarterback Jake Delhomme and New England’s Tom Brady are more effective than flashy, and the teams tend to win defensive struggles instead of high-scoring shootouts. Plus, Carolina and New England are — in terms of the NFL — close geographically.

Advertisers pull out all stops for Super Bowl

It’s possible that the best Super Bowl commercial you’ll ever see is one of the 60-plus queued up at CBS for the Feb. 1 game — or not.

No other advertising is as costly because the audience is so vast. The bar of excellence is very high, as are expectations.

All the blue-chip regulars are back for the advertising bonanza: Anheuser- Busch once again leads the parade with 10 30-second ads, the 16th consecutive year it has been the exclusive beer advertiser. Plus there’s Visa, General Motors, PepsiCo and more. There will be premieres this year by, among others, Procter & Gamble Co. and Staples Inc.

A-B turns Super Bowl advertising into Bud Bowl

Anheuser-Busch Cos. once again will rule the Super Bowl.

The St. Louis-based brewer has purchased a total of five minutes of air time for CBS’ Feb. 1 telecast of Super Bowl XXXVIII, far more than any other company.

Pepsi-Cola Co. bought three minutes of commercials, while General Motors Corp., America Online and the National Football League each purchased a minute and a half.

The average price of a 30-second commercial is a record-breaking $2.3 million, according to Advertising Age, a leading trade publication. That means A-B spent approximately $23 million for its Super Bowl dominance.

Pepsi Launches Food-Themed Ad Campaign

PepsiCo’s Pepsi-Cola Co. on Sunday breaks a new campaign introducing the latest slogan for its flagship soft-drink brand.

Earlier this month, Pepsi said it was dropping its “Joy of Pepsi” tagline for “Pepsi. It’s the Cola.” The new advertising, which will carry the new theme, wants to get consumers to associate Pepsi-Cola with food and mealtimes, which is why the marketer is rolling out the campaign to coincide with the holidays, starting with Thanksgiving.

ABC’s Really Super Super Bowl

In the end it was all about the football.

How else to account for the record number of viewers who tuned in to Super Bowl XXXVII Sunday night? It certainly wasn’t for the hip musical guests or clever commercial spots, both of which were in short supply.

Nope, the evening’s big winners were the Tampa Bay Bucaneers, who trounced the Oakland Raiders 48-21, and ABC, which scored a ratings touchdown. An estimated 137.7 million pigskin fans plugged in to the Alphabet net for at least some portion of the game, according to preliminary Nielsen Media Research.

Super Bowl Ad Rates