Posts Tagged ‘Super Bowl’

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?

SUPER BOWL AND BEER TRENDS

Monday, January 26th, 2009

beerEach year, Anheuser Busch shells out over $10 million for four to five minutes of commercial air time during the Super Bowl. For that kind of dough, you’d think Super Bowl Sunday was the beer sellingest period of the year, right? Actually, it’s not. According to the Nielsen Company’s annual “Guide to the Super Bowl,” although the unofficial holidays drives sales of nearly 52 million cases of beer in 2008, the two-week period surrounding the big game is only the eighth highest beer selling occasion of the year.

Thanksgiving, Father’s Day and Labor Day all outrank the Super Bowl on the beer sales chart. Even Easter sells more suds than the big game. Not surprisingly, the 4th of July is the year’s top selling occasion. Because beer and blowing things up in the back yard is always a good combination. Complete holiday rankings from the Nielsen report are below.

beer-consumption

AUDI SPOT TO STAR JASON STATHAM IN TIME TRAVELLING CHASE SCENE

Friday, January 23rd, 2009

audi

The automaker will return to the game with a first quarter spot featuring action star, Jason Statham. The spot, entitled “Chase,” will promote the company’s A6 luxury sedan. An Audi press release says the ad is “inspired by iconic Hollywood chase scenes” and follows Statham as he “rushes from decade to decade to avoid capture, trying to find a vehicle to aid his getaway. He finds that several other luxury vehicles fail to get the job done. That is, until he finds the supercharged Audi A6.”

It should be noted that the A6 starts around $45,000 and the “supercharged” Audi A6 4.2 FSI quattro 350 horsepower model Statham will likely be driving has a base sticker price of $56,300. I guess Audi is hoping the “down economy” still hasn’t affected at least some of this year’s viewers.

$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?

CAREERBUILDER LEAKS SUPER BOWL AD!

Tuesday, January 20th, 2009

Whoever said this year’s Super Bowl ads will be “subdued” obviously hasn’t seen CareerBuilder’s upcoming Super Bowl spot. Then again, not many people have…until now. Thanks to the Chicago Tribune’s website, one of CB’s two 30-second Super Bowl ads is available for public viewing. (We’re not going to ask how the Trib got ahold of it.)

In a word, the spot is HILARIOUS. In two more words, it’s WICKEDLY BRILLIANT. It’s so brilliant, we don’t even care that the embedded video (below) encroaches on the SpotBlog’s sidebar copy.

When it comes to breaking it down, we’re not sure which aspect of it to focus on. The screaming employee (we’ve all been there), the insulting boss (ditto), riding dolphins (I wish), the half-naked pedicurist co-worker (never, thank God), or punching a koala bear (no comment). From beginning to end, we hope this spot is a sign of things to come on February 1.

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