BrandDunk

Branding the World of Sports

Posts Tagged ‘Super Bowl’

Best Super Bowl 45 commercial was Volkswagen

Posted by ZA on February 7, 2011

Overall the commercials in the 2011 Super Bowl were a major disappointment.  The best of the bunch was “The Force” from Volkswagen.  Next best was the NFL promotion that featured numerous television icons over the years.  I also enjoyed Best Buy’s humorous commercial with Ozzy Osborne and Justin Bieber.  I thought the Skechers commercial with Kim Kardashian did a good job of stealing Go Daddy’s thunder (i.e- using sex to sell).

On the other end of the spectrum, I think Coca-Cola lost its mind with the spots its played.  High production spots that lacked any redeeming qualities, aside from the production value.  Salesforce Chatter also seemed to bet on the wrong pitch persons, the Black Eyed Peas, who couldn’t save a dull commercial concept.  Stella Artois spot was boring and went no where, same with Bud’s first spot the “Wild West”.

Overall I didn’t think the 2011 Super Bowl commercials were very memorable, aside from a few.  I also failed to notice much cutting edge in-terms of integration of social media.  I expected someone to push the envelope there.  Madison Avenue – what are you guys waiting on to put out some good television commercials?

“The Force” by Volkswagen was best commercial in 2011 Super Bowl

Advertisements

Posted in CBS, NFL, Sports Television | Tagged: , , | Leave a Comment »

What is the worst Super Bowl commercial of all-time?

Posted by ZA on January 28, 2011

AdAge is conducting a poll to find the “Worst Super Bowl Ad Ever”.  While there are some dousies on AdAge’s list, I think they missed including the worst Super Bowl commercial of all-time.  That distinction goes to the Careerbuilder.com “Follow Your Heart” commercial that aired during Super Bowl XLII in 2008.

The CareerBuilder spot had a decent message, but the presentation was awful.  No one wants to see a heart pop out of a ladies chest.  The shot of her sitting at her desk with the hole in her sweater is just plain bad; that alone should have gotten this concept left on the cutting room floor.  Watch the commercial below and give me your feedback – do you like it or is it disgusting?

CareerBuilder “Follow Your Heart” Super Bowl commercial

Posted in NFL | Tagged: , , , | Leave a Comment »

Will Groupon be successful advertising at Super Bowl?

Posted by ZA on January 10, 2011

AdAge reports that Groupon made a big media buy in the pregame of the 2011 Super Bowl.  Groupon’s goal is to introduce their brand to a more mainstream audience.  The Super Bowl has an audience of over 100 million people (106 million for 2010 game) which is about 4x the number of customers that Groupon has in North America today.  So the Super Bowl offers big potential, but is it a good move for Groupon?

My rule of thumb is that Super Bowl advertising should be for established brands that already spend heavily in television throughout the year (e.g.- Budweiser, Coke, Verizon, etc) and avoided by those just looking to make a splash.  But in this case I think it is a good move for Groupon because they are already bringing in significant revenue and can use the Super Bowl as an opportunity to give more mainstream credibility to their brand.  Groupon may be able to get some of those people who have heard of them to sign up and buy.  Call it success by association – Groupon will benefit from their exposure right next to mainstream brands. So I give thumbs up to Groupon on this Super Bowl ad buy.

While I think this move helps bring in more revenue for Groupon, the bigger challenge for them remains to offer relevant promotions.  Groupon is the it product for local advertisers and some national (i.e.- Gap).  But Groupon is going to have to continue to offer quality deals, from top merchants, to keep people using their site.  If the quality of the offerings from Groupon slips (which I think it does eventually) then their millions of users will stop buying and eventually stop subscribing to their daily emails.  That imo is the biggest challenge Groupon faces in 2011.

Posted in NFL, Sports Marketing | Tagged: , , | Leave a Comment »

Companies advertising in the 2010 Super Bowl

Posted by ZA on January 29, 2010

CBS sold spots for close to $3 million dollars for 30-seconds for the 2010 Super Bowl.  Did the $3 million dollar price tag deter many advertisers?  Some of the old guard, like General Motors and Pepsi dropped out, but there are still plenty of companies who want their chance in-front of the Super Bowl’s huge television audience.  Homeaway and kgb are two lesser known companies that will advertising during the 2010 Superbowl in hopes to build their brand.

Here are the companies that will be airing television commercials during the 2010 Super Bowl on CBS:

Anheuser-Busch
Audi
Boost Mobile (Sprint)
Bridgstone
CareerBuilder
Cars.com
Coca-Cola
Denny’s Restaurants
Diamond Foods (Pop-Secret popcorn)
Dockers
Dodge (Chrysler Group)
Doritos
E*Trade
Focus on Family (Christian family-help organization)
GoDaddy.com
Homeaway
Honda
Hyundai
kgb (directory assistance)
Kia
Mars (Snickers)
Monster.com
Motorola
Papa John’s Pizza
Teleflora
TruTV (Time Warner)
US Census Bureau
Viacom & Paramount Pictures (“Shutter Island”, “Iron Man 2” and “The Last Airbender”)
Volkswagen

Posted in CBS, NFL, Sports Television | Tagged: , , | Leave a Comment »

What is a Super Bowl commercial worth?

Posted by ZA on August 3, 2009

How valuable is a television commercial during the Super Bowl? Apparently a lot less in the current economy.

CBS is reportedly selling spots for the 2010 Super Bowl in the $2-3 million dollar (per spot) range.  That amount is down considerably from the $2.4 million to $3 million per spot that NBC received on the 2009 Super Bowl.  CBS is selling cheaper because they have to given the current economy.  They are also telling potential buyers that they are negotiable on the price, something that NBC was (publicly) inflexible last year until the economy tanked.

Smart move by CBS to get aggressive on working with advertisers to get them involved in the big game.  There are lots of marquee brands that love to get the exposure the Super Bowl audience provides, but many of those have seen their ad budgets slashed.  By working with the potential advertiser to create a program, CBS is going to salvage some deals that might have otherwise walked away.  CBS will probably also benefit from hooking some of these advertisers into packages that include online, radio and other CBS-owned media properties.

I like this move, but if CBS really wanted to make a bold move they would publish the spot schedule with prices.  Imagine if they had a link from their website that showed all of the available commercial inventory during the broadcast.  The link would include all of the spots in order, which each spot having a price tag next to it.  If an advertiser has committed to the spot, then their name would be included (without revealing the price they paid).

I think this would be successful because it would create a buzz around advertisers to lock down the prime spots (which sell at higher prices).  It could also land some new deals from companies who might see a competitor listed and make the bold decision to buy a spot.  Imagine Heineken deciding to buy a spot immediately after (or before) a Budweiser or Miller spot.  Putting the information out there publicly might alienate some brands, but could get other new advertisers to step up to the table.  Because rather than negotiating the deals in backrooms, where favoritism rules the day, it would bring all dealings into the public domain.  Except of course the final agreed upon price should not be disclosed.

I even think CBS could take this strategy one step further by allowing Google & Microsoft (and other large online ad divisions) to each sell spots on their own sites, to earn a commission on the sale.  Maybe a Super Bowl commercial could even be auctioned off by Ebay (with a reserve price, of course).  The buzz alone generated by these moves would help to drive some sales and could even create a new online media property for CBS to sell ads for (i.e.- their web site listing all of the ads for sale on the Super Bowl).

This type of economy is when companies need to be most courageous.  CBS would be taking a big risk, but could also permanently change the way Super Bowl spots (and maybe others) are sold.  The change could have a positive financial impact now and down the road.  And before you remind me of the financial troubles of SpotRunner, I’ll say I think CBS has a few more resources than a 3rd-party site that is selling remnant commercial inventory.

Posted in CBS, NBC, NFL, Sports Television | Tagged: , , , | Leave a Comment »

Sometimes sports get in the way of the commercials

Posted by ZA on April 16, 2009

Many of the people who watch the Super Bowl are just watching to see the commercials.  With an audience of over 90 million viewers, the Super Bowl commercials have taken on a life of their own that is separate from the game.  We hear about their cost, content and controversies leading up to the game.  Then share our opinions on them, re-watch them and even rate them after the Super Bowl is over.  There are even websites that are solely devoted to the commercials aired during the Super Bowl.  So the corporations that advertise during the Super Bowl get a lot of bang for their (considerable) buck.

Yet as big as Super Bowl commercials have become, they are still only played during the regularly scheduled breaks in the game.  Yes, a few of those breaks might be stretched longer to accommodate a little extra revenue.  And yes televised sports have introduced the concept of the TV timeout, which was not part of our vocabulary a couple of decades ago.  But those commercial breaks have generally been incorporate in to the lulls in the game (e.g.- after kick offs or turnovers).  We’ve rarely seen a situation in sports when a game was intentionally stopped in order to air commercials, until now…

The Indian Premier League of cricket is going to add in “compulsory time outs” during their tournament in South Africa.  This is the first time the IPL has used time outs in their games; he sole purpose in using them is “an attempt to squeeze in more television advertising“.  SportBusiness says the IPL plans to market them as “tactical timeouts” which will each last 7:30 minutes.  The TV audience will watch three long commercials (2:30 minutes each) during each break; the commercials will cost approximately $1 million a piece.

A senior official said the decision to stop the normal flow of the game to add commercials was, “driven completely…by commercial objectives…to make even more money”.  The same official went on to say that the television commercials are not a benefit to the game being played and would not add any value.

So is this the way we’re headed now in sports?  We need more money, so we stop the games in order to show television commercials.  It’s a concept we’re probably pretty used to in America, as our games have been chopped up by commercial breaks for years.  But how will it be received around the rest of the globe?  Imagine the howls of protest if any of Europe’s major soccer leagues ever decided to add in commercials during the action on the field.  Sure it’s nearly impossible to imagine that today, but there might come a day soon when it happens.  I’m sure the fans of cricket would tell you they never expected to see breaks artificially inserted in to their sport, and now it’s a reality.

[Assist: SportBusiness]

Posted in NFL, Sports Marketing, Sports Television | Tagged: , , | Leave a Comment »