Superbowl-ads.com Article Archive

The television audience for the Super Bowl is projected to top 100 million. But if you’ve been surfing the Web this week, you’ve probably already seen some of Sunday’s big plays — the ads.

The spots, which CBS News says are costabout $3.8 million for 30 seconds of air time, have spread over social media like virtual fire.

Tim Nudd, a senior editor at Adweek, offered an explanation to NPR’s Steve Inskeep on Morning Edition:

“The Super Bowl ads almost need spoiler alerts these days. So many brands are doing this now and it’s really because of social media. So many people are talking about the Super Bowl earlier and earlier and these brands are … terrified and they’re going to be left out of that conversation, so they do away with the element of surprise and just jump right in.”

The impact of the ads can’t be fully measured but hints of their success can be seen by analyzing social media or sales figures, Fudd says. (USA Today’s Ad Meter tracks how well commercials do with viewers.)

In the end, the target is to amuse the audience, Adweek’s Fudd tells Inskeep.

“In this game it’s not about subtleties, and it’s really not about communicating a serious message — it’s really just about entertaining people.”

Read More at: NPR

Football fans didn’t tap into mobile devices to catch the New York Giants’ win over the New Engine Patriots Sunday as many analysts expected, but the ad industry did hit a major milestone in multichannel marketing. Consumers searched for data and game stats on desktop and mobile search engines, and viewed ads on YouTube and other video channels.

Attaching buzz from Super Bowl ads this year to video, mobile, social and search marketing became a major departure from previous Super Bowl TV campaigns, according to Mary Beth Keelty, vice president, marketing at digital marketing agency Zeta Interactive.

“Multichannel marketing that can take the campaign through pre-promotion, event and follow-up later turns the package into a campaign,” she said. “We’ve heard people talk about this before — but really, we saw it this year. We even saw media channels like “Extra” start to cover commercials.”

The overall buzz around this year’s Super Bowl commercials is slightly less positive than that of last year, according to Zeta. The average buzz ranking, 80.9% positive, represents commercials at this year’s Super Bowl, slightly down from 83.5% positive the morning after the game in 2011.

While buzz dropped slightly this year, the volume surrounding Super Bowl ads skyrocketed. This year the Super Bowl ads received 14% more attention in the first 12 hours, compared with the entire 24-hour period following last year’s game.

Zeta’s Top 10 list of commercials receiving the highest Zeta Buzz ranking at this year’s Super Bowl starts with Honda “Matthew’s Day Off – Ferris Bueller” – 91% positive, followed by M&M’s “Mrs. Brown – Sexy and You Know It” at 90% positive, Budweiser “Eternal Optimism – Block Party” at 90% positive, Acura “Transactions – Seinfeld” at 89% positive, and Skechers “Dog Race” at 89% positive. The bottom five ads came from Lexus, Hyundai, Chevy, Cadillac, and H&M. Some ads did better than others, but 27 ads received Zeta buzz rankings of 80% or better at this year’s game, which is the same as last year.

Read More at: MediaPost

Here’s some tips on creating Super Bowl Ad buzz by Brian Cavoli, Director of Marketing for BzzAgent.

1. Focus on the Conversation
People use Facebook to get involved in conversation. It may be easy to get people to visit your page and comment on the ad, but that type of conversation isn’t meaningful and it doesn’t last long. Jokes about the actor in the ad may be funny for a couple days but they do nothing to convince others to buy your product. Prepare for your ad by encouraging customers to talk about your product on Facebook and across the social web. When your ad drives people to the web, they will find posts from peers that will get them interested about trying your product. You need to drive sales and you aren’t spending $3 million in 30 seconds to get people to make cracks about the actor in your ad are you?

2. Cultivate Your Advocates
There is a big difference between all your followers and your true brand advocates. How you cultivate those advocates can be the difference that makes your campaign grow in social media. Advocates are influential and they want to share meaningful experiences with your brand. Give them exclusive access to something of value to share with their followers. Things like product trials, unpublished content and special offers will generate the quality word of mouth that turns buzzing into buying.

3. Start Now
Quality conversation takes a little time to build momentum, and you don’t have a lot of time. The social measurement firm Cymfony conducted a study on the media coverage and social media discussions surrounding Super Bowl advertisers a couple years ago. The study found that most of the discussion companies receive about their Super Bowl ad occurs before the game.

Staying quiet now and relying on massive word of mouth after the game isn’t a good idea. Conversation and media coverage increases throughout January, it spikes the day after the game, and it drops off quickly over the next three days. By Thursday, the only ads with any discussion are the ones that had created some controversy that the company had to apologize for. Your window for creating valuable buzz is opening right now. Use every social media channel available to get people talking about your product.

Read More at : CNBC

Read More at: MediaLife Magazine

Here’s a look at what Super Bowl ads and advertisers are generating the most buzz leading up to this year’s game:

Anheuser-Busch, annually a contender for the best Super Bowl spot, has posted stills from its commercials on its Bud Light Facebook page and is challenging fans to guess the storylines of each in advance of Sunday’s game.

The Bud Clydesdales will appear in a 60-second ad with a Wild West theme that was teased in last weekend’s NFC and AFC championship games.

Anheuser-Busch is using one of its spots to promote Belgian beer Stella Artois, a company first. It’s a reminder that the U.S. brewer was acquired by InBev, which produces Stella, a few years ago.

Wildly popular Old Spice Guy, Isaiah Mustafa, will return in ads that will debut Feb 7th. (the day after the Super Bowl) Old Spice is expecting to snag some of the day after water-cooler talk. One lucky “super fan” will be given the spot before it airs.

A commercial with teen phenom singer Justin Bieber and Ozzy Osborne will appear in an ad for Best Buy about the retail chain’s new return policy.

Former sitcom stars Roseanne Barr and Richard Lewis are appearing in Snickers’ ad.

Doritos and PepsiMax’s ads were again created by consumers. Voting for your favorite ends Sunday at midnight.

Go Daddy Announces Super Bowl Advertising Plan – Yahoo! Finance

SCOTTSDALE, Ariz.–(BUSINESS WIRE)– Go Daddy’s commercials for the 2011 Super Bowl are far from being approved, in fact, they haven’t even been filmed yet, but CEO and Founder Bob Parsons declared Go Daddy will advertise in the big game for a seventh consecutive year. Go Daddy has purchased two 30-second spots in the Super Bowl and a single 30-second pregame commercial on FOX – all to be produced by Go Daddy Productions.

Parsons also said, like every other year, the ads will be GoDaddy-esque – meaning edgy, fun and slightly inappropriate – but this year will be different because Go Daddy Girls Danica Patrick and newcomer Jillian Michaels will both be featured.

“Jillian has the power … Danica has the speed! Together, our dynamic duo of Go Daddy Girls add up to sheer Super Bowl magic,” Parsons said. “Hopefully the FOX network won’t keep commercial creativity on such a short leash this time around. For 2011, Go Daddy is going to be as edgy as ever – in fact, our goal is to ‘out Go Daddy’ ourselves!”

Go Daddy, the world’s top Web hosting provider and domain name registrar, has leveraged the Super Bowl to its advantage over the last six years by using edgy 30-second commercials to attract millions of Internet visitors to www.GoDaddy.com. This year, an estimated 100 million people are expected to watch the Super Bowl.

“It doesn’t get much bigger than being in a Super Bowl commercial,” Jillian said with a big smile. “I think shooting a spot with Danica Patrick is going to be a blast. Go Daddy certainly knows how to create buzz around Super Bowl time – I’m looking forward to being a part of this new Go Daddy campaign!”

Danica has been featured in four Go Daddy Super Bowl campaigns to date. She starred in Go Daddy’s “Baseball” commercial, ranked as the Most-Watched Super Bowl Ad in 2009, according to TiVo.

When it comes to Go Daddy’s plan to use both her and Jillian in this year’s Super Bowl commercial, Danica had two words: “Girl Power!”

“Go Daddy takes some heat for their edgy commercials, but if you watch the ads I’m in, they’re actually all about Girl Power,” Danica said. “Adding Jillian to the campaign creates a whole new range of possibilities.”

Go Daddy’s Super Bowl legend began six years ago when FOX yanked Go Daddy’s ad before its second airing during the 2005 Super Bowl. That censorship triggered a postgame controversy which some believe puts Go Daddy under extra scrutiny with television executives each year.

“I agree with Bob,” Danica asserted. “Censors really need to lighten up! Aren’t Super Bowl commercials supposed to be about having a little fun?!”

The Super Bowl broadcast is set for Feb. 6 on FOX, the television network on which Go Daddy’s original controversy ignited.

To see Go Daddy’s Super Bowl commercials and photos, visit www.GoDaddy.com/SuperBowl.

To learn more about establishing your online presence, easily and affordably, visit www.GoDaddy.com.

Follow & Friend Go Daddy on Twitter & Facebook.

About The Go Daddy Group, Inc.

Go Daddy is a leading provider of services that enable individuals and businesses to establish, maintain and evolve an online presence. Go Daddy provides a variety of domain name registration plans and website design and hosting packages, as well as a broad array of on-demand services. These include products such as SSLCertificates, Domains by Proxy private registration, ecommerce website hosting, blog templates and blog software, podcast packages and online photo hosting. The Go Daddy Group has more than 43 million domain names under management. Go Daddy registers, renews or transfers a domain name every second. GoDaddy.com is the world’s largest Web hosting provider and is the world’s No. 1 domain name registrar according to Name Intelligence, Inc. During the first half of 2010, The Go Daddy Group registered more than one-third of all new domain names created in the top six generic top-level domains, or gTLDs, including .com, .net, .org, .info, .biz and .mobi.

- The Go Daddy Group -

Copyright © 2010 GoDaddy.com, Inc. All Rights Reserved.

Contact:
The Go Daddy Group
Elizabeth L. Driscoll/VP Public Relations
480-766-3794
PR@GoDaddy.com

By Ben Klayman

CHICAGO, Jan 29 (Reuters) – The marketing buzz that a Super Bowl television commercial creates is invaluable to advertisers, whether it gets broadcast or not.

With a national audience that could reach an estimated one-third of 300 million Americans on Feb. 7, the National Football League’s championship game is more important than ever for companies and advocacy groups.

With a price tag of almost $3 million for 30 seconds, it can be just as effective for those submitting ads to have a spot rejected as inappropriate and use the attention generated from that to drive visitors and business to their websites.

“A whole cottage industry has grown up out of trying to make use of network turndowns,” said Martin Franks, executive vice president of planning, policy and government affairs at CBS Corp, which is televising the NFL game this year. “It can happen in the middle of July, but obviously this is a wonderfully high-profile opportunity.”

The commercial approval process has come under heavy scrutiny this year since CBS approved an ad sponsored by a conservative Christian group called Focus on the Family. Some U.S. women’s groups have urged the network not to air the ad — which stars college football star Tim Tebow — saying it has a strident anti-abortion rights message.

Industry executives and analysts recognize Internet domain company GoDaddy.com, which annually airs several ads during the Super Bowl as the best at attracting attention for its ads. On Thursday, GoDaddy in a press release invited consumers to view its latest rejected ad at the company website.

“GoDaddy was one of the first advertisers who set out to capitalize on the fact that ads get rejected and that there’s a PR opportunity in that,” said Tim Calkins, marketing professor with Northwestern University’s Kellogg School of Management. GoDaddy is one of the PR masters of the Super Bowl.”

Other companies that have had ads rejected as inappropriate this year include online jobs site CareerBuilder.com and gay male dating site Mancrunch.com. Last year, the People for the Ethical Treatment of Animals (PETA) garnered the spotlight for an ad General Electric’s NBC rejected.

Read More in this article via reuters.com

Brand Keys’ 8th Annual Survey Shows Denny’s, Iron Man 2, and Hyundai Will Score Best with Super Bowl Fans

NEW YORK NY January 25 – Not all programs are right for all brands, even
if it happens to be the Super Bowl. The 8th annual Super Bowl Engagement
Survey, conducted by Brand Keys, Inc. (www.BrandKeys.com), a New York-
based brand and customer loyalty research consultancy, reports that when
it comes to the monetary return advertisers will get on their advertising investments in the Super Bowl, upsets are not limited to the playing field.

Five Winners and Five Losers
Brand Keys’ research shows that Denny’s, Viacom’s Iron Man 2, Hyundai,
Anhauser-Busch (Budweiser), and Diamond Food’s Pop-Secret are the five
advertisers most likely to get the highest return on their Super Bowl ad
investments. Advertisers like TRUTV, Kia, HomeAway, Dockers, and Dr.
Pepper are likely to see much lower returns.

Methodology
This year’s Brand Keys’ survey was conducted the third week of January,
among a national sample of 1,350 men and women, 18 – 65 years of age,
who indicated that they were going to watch Super Bowl XLIV, February
7th. The research examines most of the brands advertising ‘on the Super
Bowl’ and includes brands reported in industry publications as having
purchased spots.

“This is more than Monday-morning creative quarterbacking,” said Robert
Passikoff, founder and president of Brand Keys. “Day-after creative
reviews are always interesting, have a high ‘Water Cooler Effect’ and
elicit lots of Monday after chatter. But advertisers should remember
that ‘buzz’ comes in two frequencies: positive and negative. ‘Wasn’t
that terrible?’ generally isn’t a phrase that appears in creative
briefs,” noted Passikoff.

Even setting aside the question of quality creative, the survey brings
into harsh relief the question being more loudly articulated this year -
does the ad buy actually lift the brand?

“More and more, clients want to know more than was their ad seen, and
with 30-second spots selling for $2.5 million – $2.8 million, this is a
whole new ballgame. Brands like Pepsi, which has advertised on the Super
Bowl forever, have decided there are more effective media venues,” noted
Passikoff.

Predicting Brand Loyalty
The Super Bowl Engagement Survey, like the Brand Keys Customer Loyalty
Engagement Index (www.brandkeys.com), is created to predictively measure
respondents’ true reactions to brands within the context of the medium.
Results correlate highly with consumer behavior, and are reliable
predictors of future brand purchase. “Think of it as identifying how the
media reinforces, or in some cases degrades brand values,” said
Passikoff. “What you want to see is a minimum of seven points added to
your brand to ensure you’re getting a real return on a very expensive
investment.”

Assessments for the 2010 Super Bowl XLIV advertisers:

Advertiser						"Super Bowl" R.O.I	

Anhauser-Busch	 (Budweiser)			+8
Audi									+6
Boost Mobile							-0-
Bridgestone Firestone (Halftime Sponsor)		+5	
CareerBuilder							+6
Cars.com								 -3
Coke									+2
Denny's								+9
Diamond Foods (Pop-Secret)				+10
Dockers								-2
Doritos								+9
Dr. Pepper Cherry						-4
E*Trade								-2
Electronic Arts							+7
Go Daddy.com							+3
HomeAway							-3
Hyundai								+10
Kia									-5
Mars									+5
Monster								+7
Motorola								+7
NFL									+9
Telaflora								-0-
TRUTV								-2
US Census Bureau						-0-
Unilever's Dove Men&Care					+7
Universal Pictures (The Wolfman)			+7
Viacom's Paramount Pictures (Shutter Island)	-0-
Viacom's Paramount Pictures (Iron Man 2)	+11
Viacom's Paramount Pictures (Last Airbender)	+4
Walt Disney (Alice In Wonderland)			-0-
Walt Disney (Toy Story 3)					+6

Engagement assessments are separate from how many eyeballs were watching
and are a reality check that lets advertisers know how super their media
buys actually are, and it can be done before signing a check. “It has
nothing to do with ‘being watched’ or of consumers ‘being aware,’ and
has everything to do with being emotionally engaged with the brand,”
noted Passikoff. “That’s vastly different from just being entertained. A
laugh is not an acceptable return on an investment of this size.”

Visit www.BrandKeys.com for company background

Contact Dr. Robert Passikoff
212 532 6028 x 12