AdAge has reported online that NBC claims it has sold 90 percent of its Super Bowl advertising inventory and only has about six 30-second spots left (most of which are in the game’s fourth quarter), although media buyers believe NBC may have more than 10 spots left. According to AdAge, some are suggesting the network has lowered the price of remaining spots, from $3 million to as low as $2.7 million, but only if advertisers also purchase pre- or post-game time.
Posts Tagged ‘advertising’
According to the venerable Stuart Elliot at the New York Times, Denny’s will join Teleflora and Pedigree as this year’s Super Bowl advertising first-timers. The restaurant chain’s third-quarter spot currently under consideration uses cowboys and humor to position Denny’s food as “real breakfast” versus competitor’s “candy breakfasts.”
A Denny’s spokesman said the ad will contain a “consumer offer that is a first ever for sit-down restaurants.” We’re not sure what that means, but we’re definitely curious. The “candy breakfast”-hatin’ cowboys in the proposed ad are featured in the screen shot below.
It’s one of the few times you’ll ever set your TiVo to record a TV show just so you can watch the commercials, but on Saturday, January 31 at 8 pm ET (that’s Super Bowl eve), CBS will air its ninth annual “Super Bowl’s Greatest Commercials” special. The one-hour show will highlight 10 of the game’s all time best ads, and an online viewer vote will determine which ad takes home the #1 spot.
Not to spoil the fun, but the spot below has been the winner for the last six years in a row. It’s a good spot. Probably the most memorable Super Bowl commercial, but maybe not the best. The SpotBowl team will chew on the “Who’s the best of all time?” question and let you know our opinion next week.
By the way, has anyone ever wondered how the hell that kid found his way down onto the field and into the player’s tunnel? Of course, that was in 1980. These days, the kid would have been tasered, beaten and interrogated for three hours.
Monster.com is tackling the bleak economy and 16-year high unemployment levels with humor. A recent New York Times article reports, the job search website’s upcoming Super Bowl ad will continue the company’s “Are you in the right job?” campaign which began during the Golden Globes and promote their newly redesigned website. Of course, the ad assumes you actually HAVE a job (albeit the wrong one) and aren’t one of the 11 million Americans who are currently unemployed.
Previous commercials in the “Right job?” campaign featured underperforming and out-of-their-element employees, including a scared construction worker clinging to life on a steel beam which we later see is only a few feet off the ground. Here’s another from the same campaign starring a squeemish EMT:
More news about the potential for “subdued” Super Bowl commercials in this year’s game, this time from the San Fransisco Chronicle. Stupid economy.
The Chron reports on the absence of perennial contenders like FedEx and GM, but also quotes Northwestern marketing professor Timothy Calkins, who predicts “a more quiet, serious tone” from this year’s ads. Others, like ad-maker Jeff Goodby, are saying it ain’t so. Goodby’s outlook, with which we agree, is that the Super Bowl will remain an entertainment oasis in an otherwise bleak economic desert and come game time, “people will be ready to drink some beer, eat potato chips and watch a football game and not get too heavy about it.”
Here’s hoping the ad man is right.
Advertising Age also analyzed the wisdom of shelling out $100,000 per second in a down economy. Here’s an excerpt:
There are two types of advertising messages on the Super Bowl: news and bravado. Messages related to news focus on something of note, such as a product launch or even a new benefit. Messages linked purely to bravado focus on entertainment and creative impact alone.
When facing a recession, bravado is a risky approach because the link to the product tends to be weak. Indeed, managers who focus on bravado messages are likely to find themselves walking tightropes of scrutiny, where observers banter about whether the brand is signaling economic strength or financial foolishness.
Whatever the tone or message, one thing is for sure: With so much on the line (this year more than others), marketers and advertisers will be watching the performace of their ads very closely. That makes polls like SpotBowl even more important than ever.