Posts Tagged ‘advertising’

BUDWEISER AXES CLYDESDALES (NOT LITERALLY) FOR NEW SUPER BOWL ADS

Tuesday, January 26th, 2010

According to media industry guru Lewis Lazare, Anheuser-Busch has shed a little more light on the details of their Super Bowl line-up. Among the revelations are that there will be five spots for Bud Light and two for Budweiser. But perhaps most shocking was the announcement that the brand’s iconic Clydesdale horses and Dalmatian dogs, which typically appear in sentimental/humorous roles in the Budweiser spots, will be absent in this year’s game.

A Super Bowl without the Clydesdales? That’s like pizza without cheese. Or a camp out without beer. Or a company softball game without that one guy who takes the game way too seriously. Whatever Bud has cooked up for those horseless ads (which apparently do contain dogs, but not Dalmatians) had better be damn good.

LET THE GAMES BEGIN!

Monday, January 11th, 2010

With three-and-a-half weeks until the big game, it’s time to get back to the business of talking about the commercials we can expect to see on February 7. Those of you who know me, know that I’m a bigger fan of the ads than I am of football, especially since my Packers and Steelers have been bounced from the post-season picture.

So what can we expect to see in this year’s game? Actually, I should start with a report on who you WON’T see suiting up for competition. Super Bowl regulars Pepsi, General Motors and FedEx are sitting out due to what I can only assume is a sprained economic hamstring or a budgetary concussion, even though the price of a 30 second spot has dropped from $3 million in 2009 to $2.8 million(ish) in 2010.

They’ll be missed, but several rookies are ready to take their place. First time Super Bowl advertisers include Dr. Pepper, Pop Secret, HP, and HomeAway. I’m especially stoked about the HomeAway spot, because it’ll feature Chevy Chase and Beverly D’Angelo reprising their roles as Clark and Ellen Griswold from the classic National Lampoon’s Vacation films. Seriously, how awesome were the 80s?

$3M + FEWER VIEWERS – ATTENTION SPAN = TOUGH SALES PITCH FOR NBC

Wednesday, January 21st, 2009

Bloomberg.com’s Adam Satariano reports — albeit unsurprisingly — that while this year’s Super Bowl advertisers are paying a record $3 million per spot, the game between the Pittsburgh Steelers and Arizona Cardinals will likely (okay, certainly) have fewer viewers than last year’s game, which pitted an then-undefeated New England Patriots against the New York Giants (aka the team from the largest market in the nation). Regardless, analysts are predicting/hoping that this year’s game will pull down at least 90 million viewers, but still fewer than the record 97 million averaged in 2008.

In the same article, NBC’s oft-optimistic-but-not-fooling-anyone Brian Walker claims the network’s Super Bowl ad inventory is 90 percent sold and NBC’s sales team is “in active conversations on the remaining spots.”

Let’s hope the companies involved in those active conversations don’t see what AdAge’s Brian Steinberg had to say yesterday about the effect that a down economy can have on consumers’ attention spans and their ability to recall the ads. Said the article, “When consumer confidence is weak, according to the Gallup & Robinson data, recall is 11% lower than average and 36% lower than in good times.”

I wonder if NBC has considered auctioning off the remaining spots on eBay?

ADRANTS ASKS, “WHERE’S THE EXCITEMENT?”

Tuesday, January 20th, 2009

adrantssmallSteve Hall over on AdRants has a good point. Where’s all the excitement surrounding this year’s Super Bowl ads? I mean, seriously, we’re wondering the same thing, Steve. By this time last year, our SpotBowl spokespersons had about 100 scheduled radio interviews and this year we’ve only got about 60 on the books. We still hope to break triple figures, but still.

As reasons for the hoopla shortange, Steve admits, “(t)he economy sucks. $3 million is way to much to pay for any type of commercial and television itself? It’s been fragmented to death like a grocery item line extension.”

Oh, and the whole “historic inauguration” thing.

Excitement or none, we’re still as giddy as ever about the big game. Let’s just hope a few hundred thousand people join us and decide to vote in this year’s SpotBowl.

SUPER BOWL ADS ARE CHEAP (JUST DO THE MATH)

Monday, January 19th, 2009

Many companies, including GM, FedEx and my uncle’s lawn mower repair service, are sitting out this year’s Super Bowl because of the slowed economy and the fact that each 30-second ad costs a record $3 million. But MSNBC’s Rob Neill shows us in a recent MSNBC.com article that $3 mil might actually be a bargain compared to other methods of television advertising. money

(It should be noted that MSNBC.com is the news website for the NBC family and NBC is still trying to offload as many as 10 Super Bowl ads. We’re not saying Mr. Neill is secretly a member of the network ad sales team (pictured at right) or is getting a cut of the sales, but the relationship is worth pointing out.)

In the article, Neill points out that with around 100 million Americans watching the 2008 game, last year’s advertisers paid roughly 2.7 cents per view. Compare that to the Oscars, with lower prices but also a much smaller audience, where advertisers pay 5.7 cents per view — not to mention much less pre-event buzz. (Have you ever seen an commercial voting website for the Oscars?)

Still not sure whether to pony up the cash to play in the big game? (I’m talking to you, Uncle Roy.) Neill also cites a study commissioned by the NFL and Fox which shows that a single Super Bowl commercial “generates more sales than 250 regular TV ads.”  We’re not sure what a “regular” TV ad is, but we’re now considering buying a spot to promote SpotBowl. Anyone wanna buy 47 kidneys?

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