February 07, 2008
BATAVIA, Ohio (AdAge.com) -- In one of the odder but potentially most revealing looks at Super Bowl ads to date, start-up "neuromedia" research firm Sands Research last week strapped caps with electrodes linked to electroencephalography machines on the noggins of about 20 test subjects in El Paso, Texas.
February 04, 2008
NEW YORK (AdAge.com) -- Did you miss one of the Super Bowl ads? Never fear, Ad Age has gathered them all up and presents them here for your viewing pleasure. From Anheuser-Busch's spot with Will Ferrell to Justin Timberlake's action-packed Pepsi spot and Coca Cola's "It's Mine," watch them all as often as you like.
February 04, 2008
And advertising people wonder why the public views them with contempt. The industry's annual showcase Sunday -- otherwise known as the Super Bowl -- featured commercials that peddled soft porn, sold soda pop as a drug, trivialized charitable causes, ridiculed ethnic Americans, terrified small children and contemplated running over a sissy with a car.
February 06, 2008
NEW YORK (AdAge.com) -- NFL's "Mr. Oboe" spot was the commercial most liked by viewers during Super Bowl XLII. See the full IAG lists of top-liked and top-recalled spots from this year's Super Bowl.
February 04, 2008
CHICAGO (AdAge.com) -- A weak showing in last year's USA Today Super Bowl Ad Meter got (or, depending on whom you believe, contributed to getting) CareerBuilder's agency, Cramer-Krasselt, fired. So, uh, does a significantly worse showing in this year's survey mean that the online job site's new agency, Wieden & Kennedy, ought to be worried?
February 04, 2008
NEW YORK (AdAge.com) -- Who scored the most popular Super Bowl ad this year? The research referees are still trying to make the call. If TiVo views are any indication, then a talking baby and Justin Timberlake were the most-watched stars in last night's Super Bowl ads. In the social-media space (blogs, community forums, social networks), the three marketers getting the most mentions the day after the game were Anheuser-Busch, Audi and GoDaddy, according to preliminary data from Cymfony, a unit of TNS Media Intelligence.
February 04, 2008
NEW YORK (AdAge.com) -- An average of 97.5 million people watched last night's Super Bowl. According to Fox, which aired the game, the number makes the riveting contest between the New England Patriots and the New York Giants the most-watched edition of the contest in terms of viewers.
February 04, 2008
NEW YORK (AdAge.com) -- Ad Age ad critic Bob Garfield disliked so many commercials in this year's Super Bowl that his report about them makes up his full seven-minute postgame video show. Looking beyond just creative quality or selling effectiveness, Garfield asks larger cultural questions about the TV spots. For instance, is it acceptable to use ad imagery likely to scare young children as Audi and CareerBuilder.com did in this year's Bowl? Is it right to turn cause marketing for AIDS or cancer cures into a hard sell for Dell or McDonald's products? Was the Victoria's Secret spot aimed at anything other than young males' fantasies? Was it appropriate for Pepsi to pitch its Diet Pepsi Max as if it were a drug rather than a soft drink? And was the joke that ended the Bridgestone tire commercial grounded in homophobia?
February 04, 2008
NEW YORK (AdAge.com) -- What happens when you put Danica Patrick and a beaver in the same spot -- and then don't air it on the Super Bowl?
February 04, 2008
SCOTTSDALE, Ariz. (AdAge.com) -- It's the parties, thrown by everyone from Maxim to CAA to Sports Illustrated, that draw the heavy hitters, many of whom don't bother to go to the game. And the marketing -- well, let's just say it wasn't exactly the best that good ol' American salesmanship has to offer.
February 04, 2008
NEW YORK (AdAge.com) -- Pepsi, CareerBuilder, GoDaddy, Tide, T-Mobile and Cars.com all scored big in the fourth-annual Super Bowl search report card, compiled by search-engine-marketing firm Reprise Media. The biggest losers: Disney, Zantac and Hershey -- along with the entertainment industry -- which had negligible connections between their game-day ads and online presences.
February 04, 2008
No Super Bowl spot this year had more riding on it than Under Armour's dark and intense 60-second spot that was set to air in the first quarter. Consider that the marketer's stock fell more than 35% -- obliterating more than $700 million in market capitalization -- after word leaked that the marketer was shelling out close to a third of its full-year 2006 ad budget for a single commercial to back its first foray into non-cleated footwear. While stock eventually regained most of the lost value, the evidence of what was at risk wasn't lost on Steve Battista, Under Armour's VP-brand, who recounts for Ad Age his experience as a first-time Super Bowl advertiser.
February 04, 2008
NEW YORK (AdAge.com) -- Super Bowl media stunts take many forms, but a sham press release from the Weatherproof Garment Co. will go down as one of the tackier and more effective ways to get some attention around the Super Bowl. And unlike, say, GoDaddy, with its annual attempt to create controversy by getting its ads banned, the outerwear company didn't have to pony up several million dollars for the buzz -- it just hired a publicist, Ronn Torossian.
December 14, 2007
NEW YORK (AdAge.com) -- On Feb. 3, Fox will air the National Football League's Super Bowl XLII. The Bowl has always been a major TV event. Last year, 93.2 million viewers tuned in to the game, which aired on CBS, and marketers paid as much as $2.6 million for a 30-second spot. This year, Fox has gotten some marketers to pay as much as $2.7 million to $3 million per 30 seconds to appear in the game. Below is a list of marketers who will be running ads this year.
January 31, 2008
NEW YORK (AdAge.com) -- KFC Corp. has cooked up a tasty bit of ambush marketing for the Super Bowl, but what if the players turn out to be too chicken to play along?
January 28, 2008
If you're not Bud, don't bother. You might make a cool ad, a memorable ad, an ad beloved by all who behold it, but unless you've incorporated some very fundamental cognitive elements, your ad for the biggest stage in the advertising world most likely will be attributed to Bud.
January 28, 2008
NEW YORK (AdAge.com) -- With niche cable channels, websites and social networks sprouting up regularly, advertisers can target their consumers with more precision than ever before. But that strategy doesn't necessarily play when 93 million viewers -- Nielsen's measurement of last year's audience -- are making their eyes available for ads all at the same time.
January 28, 2008
CHICAGO (AdAge.com) -- The New England Patriots and the New York Giants are from two top-five markets, and their storylines are compelling enough to hold an audience's attention whether the game is close or not, according to marketers and ad buyers.
January 24, 2008
WASHINGTON (AdAge.com) -- The White House drug office will use its first Super Bowl spot in four years to caution that the biggest teen drug danger could be the legal medicines stored in parents' medicine chests.
January 24, 2008
DETROIT (AdAge.com) -- Bridgestone Firestone North America was so impressed with three ideas pitched by its agency, the Richards Group, for the Super Bowl that it produced all three, even though it had bought only two 30-second slots during the game.
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