Fox has crossed its goal line and sold the last of the commercials in the Super Bowl, according to a source familiar with the negotiations.
Usually there are a couple of spots remaining up until the weekend of the game, but this year sales have moved quickly.
There were only two spots left earlier this week, but an unidentified advertiser agreed to pay the $3 million Fox was seeking plus buy time in pregame programming.
Diamond Foods will be making a splash with its ad featuring the World’s Most Flamboyant dolphin trainer standing on top of a volcano in the middle of a marine theme park. The commercial begins with the trainer whipping the crowd into a frenzy screaming “Let’s Get Aquatic!” The ad ends with the phrase “Awesome + Awesome = Awesomer.” How this relates to popcorn and snack nuts will be revealed during the second half of the game.
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.”
Miller is calling out the dogs again.
Beginning tomorrow and running through the Super Bowl, the brewer will blanket the airwaves with a new Miller Lite ad featuring a Dalmatian, a longtime mascot of its chief rival, Anheuser-Busch.
The spot shows a Dalmatian sitting on a couch watching an earlier Miller ad. After seeing the commercial, the dog leaps off the couch and runs down the street, where it’s joined by other Dalmatians, which scamper out of a barn full of Clydesdales (another reference to Anheuser). The pack of pooches follows a Miller truck that reads: “Miller Lite Has More Taste Than Bud Light.”
On Sunday, National Basketball Association All-Star guard Dwyane Wade will try to lure Super Bowl viewers into becoming T-Mobile cellphone subscribers.
The ad extends a current series in which Wade tries to get into the “MyFaves” list of former NBA star Charles Barkley. With the “MyFaves” service, T-Mobile subscribers can select five favorite contacts — T-Mobile subscribers or not — and get unlimited calling to them.
Wade says he’s “pumped” to be on the world’s largest advertising stage: “Everyone knows that it’s one of the biggest days to be on TV.”
Another dispute between Scottsdale’s Go Daddy Group and Fox television over a Super Bowl XLII commercial is over, although Bob Parsons, owner and founder of the world’s largest domain name registrar, is not very happy about it.
“I’m disappointed the network won’t approve another (rejected) commercial,” said Parsons, whose company has more than 26 million domain names. “It’s hilarious.”
Parsons will pay $2.7 million – $100,000 more than last year – to air a 30-second commercial titled “Spot On” featuring several actors, including Indy race car driver and Go Daddy Girl Danica Patrick, during the game Feb. 3.
Anheuser-Busch spent about $2.7M a pop on nine ads in this year’s Super Bowl – with seven of the spots devoted to Bud Light.The lineups are just about set for Super Bowl Sunday – not on the field, but for the glitzy, star-studded TV commercials that will cost close to $3 million apiece.
“The advertisers this year have learned how to do it,” says Walter Guarino, advertising professor at Seton Hall University. “They’ll keep it light and humorous, and I think it will be a real good year.”
Like Eli Manning and Tom Brady on the field, Super Bowl legend Justin Timberlake will lead a team of stars through 63 ad spots with an airtime tab that will run about $175 million.
CareerBuilder.com caused a stir in the advertising world last year when it dropped its longtime agency after its Super Bowl commercial flopped. Marketers switch agencies all the time, but the move was unusual because the same firm had done two previous CareerBuilder Super Bowl ads that were huge hits.
This year, CareerBuilder will be back in action at the big game, with a new agency: the Portland headquarters of Wieden + Kennedy, which also makes commercials for Coca-Cola and Nike. CareerBuilder’s new spots will be closely watched by advertising executives — and not just because of last year’s drama. The site faces a challenge common to companies in many sectors, and the new ad campaign is an effort to address it.
Audi is betting it can rev up its image with a parody of rivals in a Super Bowl commercial backed by a Hollywood-size production budget.
The Volkswagen-owned carmaker is looking to crown itself as the new luxury auto brand. Audi’s first Big Game ad in 20 years features its new $109,000 R8 speed machine. It uses a send-up of an iconic scene from The Godfather to poke fun, without naming names, at luxury car rivals.
Super Bowl viewers will be on the lookout for rookie mistakes — and not just on the field.
Advertising at the big game is a gamble for newcomers not just because of the rising cost of buying the ads — advertisers are paying up to $2.7 million for a 30-second spot this year, up from $2.6 million in 2007 — but also the risk to their reputations if the commercials fall flat or offend.
THEY say time and tide wait for no man, but Tide has waited a long time to be advertised on the Super Bowl. Soon, Tide, the biggest detergent brand in America — sold by the biggest advertiser in America — will appear for the first time on the biggest day for advertising in America.
Procter & Gamble, the maker of Tide, has bought time during the Fox Broadcasting coverage of Super Bowl XLII on Feb. 3 for a commercial for the Tide to Go instant stain remover. The 30-second spot, by Saatchi & Saatchi in New York, part of the Publicis Groupe, is scheduled to appear in the game’s second quarter.
After a 20-year absence from the game, Audi will advertise during Fox’s broadcast of Super Bowl XLII.
Toyota, which advertised during this year’s game in February, will also return.
Audi will feature is $109,000 R8 roadster in a 60-second spot that will air during the first quarter, said Scott Keogh, CMO of Audi of America.
“We are going to keep our cards close to the vest until Super Bowl day actually arrives, because I think we have a dramatic message,” Keogh said.
The chief executive of Chicago’s Cramer-Krasselt wasn’t monkeying around.
CEO Peter Krivkovich didn’t just drop the CareerBuilder.com advertising account in response to the job Web site putting the account up for review. Incensed at learning the review was spurred by the performance of CareerBuilder’s Super Bowl commercials in USA Today’s annual poll, Krivkovichtook the unusual step of writing an internal memo that tore apart the client his agency had spent the last five years building up.
by Andrew Keen
It’s amateur hour at the Super Bowl this year. On Sunday, 90 million television viewers on CBS will be subjected to commercials made by “You” — Time magazine’s Person of The Year for 2006. Three Super Bowl XLI advertisers — Doritos, the National Football League, and Chevrolet — will all be running 30-second commercial spots made by amateurs. The Web 2.0 revolution in user-generated content has infiltrated the American living room. These amateur creators, who Time praise as “people formerly known as consumers,” are now providing the entertainment at the biggest event in the media calendar.This is not good news. The shift from professionally produced to user-generated advertising makes us poorer in both economic and cultural terms. The arrival of user-created commercials at Super Bowl XLI represents the American Idolization of traditional entertainment — the degeneration of professional content into a “talent show” for amateurs.
We, the conventional television audience, are certainly losers in this new fashion for user-generated advertisements. We have traditionally watched Super Bowl commercials to be entertained by memorable ads. Often, these commercials are more memorable than the game. Occasionally, they even represent significant cultural moments in American history. Few of us, for example, can remember who won Super Bowl in 1984 (Los Angeles Raiders 38, Washington Redskins 9), where it was played (Tampa), or who sang the national anthem (Barry Manilow). But most of us can remember the Chiat/Day produced, Ridley Scott directed, commercial for the Macintosh computer, with its Orwellian subtext and its indelible explanation of why “1984 wasn’t going to be like 1984.”