Thirty years ago, advertisers were bemoaning the increase in zipping and zapping as consumers time-shifted their viewing habits and skipped the commercials. That was in the old VCR era. It continued into the DVR era, with media firms trying to find ways to put commercials in front of viewers, like it or not.
In more recent years, commercials have become a popular part of major TV events like the Super Bowl. Time recently published a list of the most influential Super Bowl ads "of all time." (That list was published before the Patriots won against the Falcons in February.)
For comparison, take a look at Entertainment Weekly's 50 best commercials list published 20 years ago, in 1997.
Now streaming has changed advertising, viewing patterns, and consumer behavior, again. And in an era when there are more choices (broadcast and cable channels, streaming services, YouTube, etc.) than ever before, many commercials are so entertaining that consumers voluntarily click to watch them.
Here's a link to YouTube's advertising leaderboard for January, 2017. Among the top commercials viewed on YouTube were several scheduled to air during the Super Bowl. No zipping, no zapping, but a lot of clicking to preview these ads before they air on TV.
* abbreviations: DVR = digital video recorder, VCR = videocassette recorder. To see what these gadgets used to look like, click on the links to check out their entries on Wikipedia.
Showing posts with label Super Bowl. Show all posts
Showing posts with label Super Bowl. Show all posts
Wednesday, February 15, 2017
Sunday, February 5, 2017
Print Ads on Super Bowl Sunday
The entire back page of today's New York Times sports section has the lighthearted ad from Bud Light, shown at top. It sings the praises of "the official holiday of Friendship"--meaning the Super Bowl, but not named as such. A clever ode to sports being an opportunity for friendship and fun, positive brand associations that Bud (an official Super Bowl sponsor) wants to encourage.
The Bud Light website requires visitors to submit their birthdate to enter, as shown here. If you want to see the new Bud Light commercial and other A-B commercials being aired tonight, they're already online. 
Inside the same New York Times sports section is a full-age ad from Gatorade, titled "An Open Letter to Athletes..." and singing the praises of serious athletes "pursuing your dreams, setting your goals and giving it all you've got...We are too."
Fans are speculating about which color Gatorade will be poured over the winning coach's head tonight in Houston. Or for interactive brand engagement, just go all Snapchat and dunk your selfie in the Gatorade color of your choice. Gatorade says last year's Snapchat dunk opportunity resulted in 165 million impressions.
Sure, Super Bowl commercials reach a huge audience, but print and other promotions also reach targeted audiences with specific messages that support brand image and personality.
Friday, December 28, 2012
New Year, New Super Bowl Ads
The calendar hasn't even turned 2013, the NFL playoffs haven't begun, but already Super Bowl advertising is in the air.
Just for the record, Super Bowl XLVII will be played in New Orleans on February 3rd, at the Mercedes-Benz Superdome. Of course, Mercedes-Benz will air ads during the game.
As of yesterday, Ad Age reports that only a handful of ad spots remain to be sold. Many of the 2012 advertisers are returning for 2013. Remember, at nearly $4 million per spot--not to mention the cost of production and talent--big money is at stake. That's why I'm wondering about these advertisers:
Just for the record, Super Bowl XLVII will be played in New Orleans on February 3rd, at the Mercedes-Benz Superdome. Of course, Mercedes-Benz will air ads during the game.
As of yesterday, Ad Age reports that only a handful of ad spots remain to be sold. Many of the 2012 advertisers are returning for 2013. Remember, at nearly $4 million per spot--not to mention the cost of production and talent--big money is at stake. That's why I'm wondering about these advertisers:
- Gildan is seeking the spotlight for its inhouse Gildan brand of athletic apparel. Gildan thinks big: It sponsored the New Mexico Bowl this month (see left) and also holds a Guinness Book record for the world's largest T-shirt. Can it make a distinctive brand name in an industry dominated by deep-pocketed rivals?
- SodaStream will promote its make-your-own-soda product, with a 30-sec ad likely to be a retooled version of its controversial UK campaign. Considering that Coca-Cola is going to air multiple commercials, SodaStream may have difficulty breaking through. It also has to convert attention into interest, positive attitudes, and sales.
- Best Buy will air a 30-sec ad. Last year it featured innovators of the mobile industry, instead of well-known celebrities. Considering the retailer's challenging situation, I hope it will promote a USP (remember that concept? unique selling proposition) that differentiates it from competitors, particularly Amazon. Otherwise, as the Wall Street Journal observes, it may not be able to survive the showrooming effect.
Wednesday, January 25, 2012
February 5 Means . . .
For football fans, the Super Bowl. For supermarkets, the Super Bowl began on the second day of January, when holiday displays were replaced with "big game" displays of chips, dips, and every other snack food or drink a fan might possibly want. Grocery ads are hyping party platters, and all other related products. Needless to say, this is a big time of year for TV sales, and the electronics retailers are vying for those purchases in a big way.
For non-fans, the New York Times reports that reservations are available in gourmet restaurants, tickets can be had for popular Broadway shows, ski slopes are empty, and other things that are difficult on any other Sunday in February are easier on February 5.
Even for fans, this year's Super Bowl coverage may be TMI. There will be celebrity talk shows broadcasting from Indianapolis, interviews with NFL wives, charity tie-ins, and a seemingly endless round of place-based promotions (in stores, in taxis, at gas stations, etc).
February 5 will be the biggest sales day of the year for pizza restaurants. No wonder the promotions are starting now. Papa John's is offering a special for members of its loyalty program, based on the coin toss.
Oh, and the NY Giants will be playing the New England Patriots on February 5th, by the way. But if you're not a fan, you might tune in anyway to see the new crop of commercials that debut on Super Bowl Sunday.
For non-fans, the New York Times reports that reservations are available in gourmet restaurants, tickets can be had for popular Broadway shows, ski slopes are empty, and other things that are difficult on any other Sunday in February are easier on February 5.
Even for fans, this year's Super Bowl coverage may be TMI. There will be celebrity talk shows broadcasting from Indianapolis, interviews with NFL wives, charity tie-ins, and a seemingly endless round of place-based promotions (in stores, in taxis, at gas stations, etc).February 5 will be the biggest sales day of the year for pizza restaurants. No wonder the promotions are starting now. Papa John's is offering a special for members of its loyalty program, based on the coin toss.
Oh, and the NY Giants will be playing the New England Patriots on February 5th, by the way. But if you're not a fan, you might tune in anyway to see the new crop of commercials that debut on Super Bowl Sunday.
Wednesday, February 9, 2011
Speedy Marketing for Super Bowl MVP
Aaron Rodgers--the MVP quarterback of Sunday's Super Bowl game in which the Green Bay Packers seriously out-played the Pittsburgh Steelers--is suddenly a hot marketing face.
Before the big game, USA Today quoted Bob Dorfman of Baker Street Advertising as saying that Rodgers would be the "most marketable" if his Packers won. Dorfman was right.
Almost as soon as the game was over, it seems, he was starring in a Disney commercial ("I'm going to Disney World!") and he had a milk mustache already running for the iconic Got Milk campaign.
Assuming that the NFL owners and players work out their differences, the next Super Bowl will be on February 5, 2012. Will Rodgers continue his marketing reign at Indianapolis?
Before the big game, USA Today quoted Bob Dorfman of Baker Street Advertising as saying that Rodgers would be the "most marketable" if his Packers won. Dorfman was right.
Almost as soon as the game was over, it seems, he was starring in a Disney commercial ("I'm going to Disney World!") and he had a milk mustache already running for the iconic Got Milk campaign.
Monday, December 13, 2010
Super Bowl Marketing, Social Media Style
Although the Super Bowl won't start until February 6, marketing efforts by advertisers are already kicking off. It's a risk to start this early, because marketing activities might get drowned out by the year-end holiday messages blaring from all media.
However, by getting the ball rolling in social media, marketers want to build the word of mouth to a crescendo that reaches its apex on Super Bowl Sunday.
For example, Audi and Mercedes-Benz are both launching contests in which the goal is to help the car companies spread the word by tweeting, etc.
Not everyone thinks that putting social media at the heart of Super Bowl marketing is a great idea. Jeremiah Owyang complained that Pepsi missed an opportunity when it bypassed the 2010 Super Bowl ad business in favor of social media to trumpet its innovative social responsibility program.
In fact, Pepsi has decided to buy 2011 Super Bowl ad time for its Max soft drink and Doritos snacks. Not that Pepsi is a slouch when it comes to social media: Its Twitter account has 50,000 followers. Its Facebook page has nearly 3 million "likes." That's a lot of word of mouth!
However, by getting the ball rolling in social media, marketers want to build the word of mouth to a crescendo that reaches its apex on Super Bowl Sunday.
For example, Audi and Mercedes-Benz are both launching contests in which the goal is to help the car companies spread the word by tweeting, etc.
Not everyone thinks that putting social media at the heart of Super Bowl marketing is a great idea. Jeremiah Owyang complained that Pepsi missed an opportunity when it bypassed the 2010 Super Bowl ad business in favor of social media to trumpet its innovative social responsibility program.
In fact, Pepsi has decided to buy 2011 Super Bowl ad time for its Max soft drink and Doritos snacks. Not that Pepsi is a slouch when it comes to social media: Its Twitter account has 50,000 followers. Its Facebook page has nearly 3 million "likes." That's a lot of word of mouth!
Tuesday, February 3, 2009
Twitter Around Super Bowl
Lots of 
Twitter dialogues going on during Super Bowl. The Twitter/SuperBowl page was the official Twitter feed. The New York Times mapped tweets about the game.
Advertisers also got into the game, as WSJ reported, including: H&R Block (see image); Pepsi; Overstock.com; E*Trade.
Who had time to watch the game with all this tweeting? But seriously, good experimentation. Big question: Do these advertisers have a real strategy for building on these Twitter dialogues?
Twitter dialogues going on during Super Bowl. The Twitter/SuperBowl page was the official Twitter feed. The New York Times mapped tweets about the game.Advertisers also got into the game, as WSJ reported, including: H&R Block (see image); Pepsi; Overstock.com; E*Trade.
Who had time to watch the game with all this tweeting? But seriously, good experimentation. Big question: Do these advertisers have a real strategy for building on these Twitter dialogues?
Thursday, January 29, 2009
Super Bowl Sunday Ad Preview
Miller Brewing is getting a lot of mileage from the idea of a one-second Super Bowl ad. It's got an entire campaign microsite with longer ads explaining the one-second idea. You have to be legal age to enter, but if you're reading this, you probably qualify :)Then there are the new 3D ads, one touting Pixar's Monsters vs. Aliens and one for Sobe Lifewater energy drink. (Sobe Lizard Lake is fun...)
This week I've seen the Super Bowl theme in supermarkets, convenience stores, etc. It's such a big cultural icon (in US, anyway) that I wouldn't be surprised to see the date marked like a holiday on mainstream calendars. It's probably more of a holiday than, say, Groundhog Day or National Boss Day.
Thursday, January 1, 2009
Worst & Best Ads of 2008 - Multiple Views
Happy new year! It's time once again for "worst & best" lists of everything in the public eye. Here, the NY Times, Slate, and Wall Street Journal discuss their picks in the world of advertising. What stands out, for me, is the urgent need to stand out in a cluttered media environment.
With the Super Bowl just weeks away, I'm sure we can look forward to seeing a number of new commercials that will wind up on the "best & worst" lists for 2009.
With the Super Bowl just weeks away, I'm sure we can look forward to seeing a number of new commercials that will wind up on the "best & worst" lists for 2009.
 clipped from www.nytimes.com clipped from www.slate.com
 clipped from online.wsj.com |
![[Jerry Seinfeld and Bill Gates teamed up in some head-scratching ads for Microsoft]](https://lh3.googleusercontent.com/blogger_img_proxy/AEn0k_uRlDxsk1oZkfgJEaHsu0JMBKfj-8BAhqIX-jjdZmZTGHHJHyedQHV9e2Z0MaoLXcRlqzupvszUu6D9XuqEw42GGMLGXRqsZH5sNzf8iVdRTfmB1IpxlaKjURvPEvR0vPxu47BpJzTKH7qD5Uj6AK8ActdAcnxO9uokQBHwla3O1MqhHA=s0-d)
Wednesday, December 17, 2008
46 Days Till Super Bowl 43
And already the publicity machine is gearing up to get people buzzing about the commercials. Weatherproof Garment Co, according to the WSJ, is advertising to find 9 others who want to share its 30-second TV spot during the big game.
The offering price is $300,000 per 3 seconds of screen time, which seems steep for a blink of an eye. Of course, the media coverage of the 10-company commercial would be worth more than the price any one firm pays. I think if Weatherproof delays its real push till January, some companies may actually come forward and give this thing a try. I'll be tuning in to see how it turns out. How about you? Oh, and there'll be a football game on at the same time, remember.
The offering price is $300,000 per 3 seconds of screen time, which seems steep for a blink of an eye. Of course, the media coverage of the 10-company commercial would be worth more than the price any one firm pays. I think if Weatherproof delays its real push till January, some companies may actually come forward and give this thing a try. I'll be tuning in to see how it turns out. How about you? Oh, and there'll be a football game on at the same time, remember.
 clipped from www.tampabaysuperbowl.com
clipped from www.comcast.net
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