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Media coverage of the 2012 Super Bowl Advertising Review. View 2011 Results | 2010 Results 2012 Coverage
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Forbes Magazine Marketing Daily FOX Chicago News Reuters Detroit Free Press ABC 7 Chicago FOX Chicago News CBS 2 Chicago Bloomberg TV (In the Loop) CNNMoney.com Boston Herald Advertising Age Boston Globe The Big Lead (blog) Bleacher Report Houston Chronicle Reuters Patch Dearborn Press and Guide New York Times Newsday (TV Zone blog) Associated Press Scotsman.com (UK) Financial Times Business 2 Community Pittsburgh Post-Gazette eCanadaNow (Canada) Associated Press Fortune.com Detroit Free Press Reuters Bloomberg Businessweek (Getting In blog) Wall Street Journal Digital Network (FINS) Puget Sound Public Radio Associated Press Crain's Chicago Business (blog) Washington Post Chicago Tribune 2011 CoverageCrain’s Chicago Business Atlanta Journal Constitution WGN Radio (Extension 720 with Milt Rosenberg) Telegraph (UK) Financial Times First Business Austin American-Statesman Medill Reports Chattanooga Times Free Press NPR (Marketplace) ABC 7 Chicago FOX Chicago News (Good Day Chicago) NBC 5 Chicago (The Talk with Marion Brooks) Poets & Quants StacyBlackman.com New York Times Associated Press Associated Press Reuters Reuters Reuters (MediaFile blog) CNNMoney.com The Daily Telegraph (UK) Edmunds Inside Line Crain’s Chicago Business Akron Beacon Journal Cleveland Plain Dealer MarketWatch.com NBC 5 Chicago (The Talk with Marion Brooks) All Things Digital (eMoney) New York Times Reuters Forbes.com The Wall Street Journal Digital Network (FINS Sales & Marketing) AdWeek Associated Press Forbes CNNMoney.com Advertising Age Houston Chronicle Houston Chronicle Tampa Tribune MediaPost (Marketing Daily) The Daily Beast Atlanta Journal-Constitution From the article: PepsiCo surprised the advertising industry last year when its beverage brands took a pass on the Super Bowl, leaving the soft drinks field open to Coca-Cola. The tactic drew attention to the Pepsi Refresh Project, which gives out millions to charitable organizations and projects chosen by fans, such as animal shelters and playground construction. "Pepsi has done a huge shift from last year," said Tim Calkins, clinical marketing professor at Northwestern University's Kellogg School of Management. "You don't want to leave a huge media event all to your competitor. They clearly concluded that, going forward, they need to be in the game." MSNBC.com From the article: The explosion over the past few years of Facebook, Twitter and other sharing sites has pushed even the most venerable and traditional brands to dip their toe into the world of social media. That push is expected to be especially apparent during the Super Bowl, with many major advertisers trying different tricks to get users to go from traditional TV ad to Facebook page or Twitter feed….“Very few people buy a Super Bowl ad just because they want 30 seconds of attention on the game,” said Tim Calkins, a clinical professor of marketing at Northwestern University and an expert on Super Bowl advertising. “People buy a Super Bowl spot because they want to participate in all the frenzy that surrounds it.” Financial Times From the article: In October, figures from Nielsen pointed to automotive ads taking the lion’s share of the advertising market – with carmaker and car insurance ads up 27 and 23 per cent respectively. In addition to entry-level car brands, this year will see luxury European carmakers looking to boost sales in the US, the world’s largest market for vehicles. “The collection of advertisers this year would make you think that premium brands are going to play a big role coming up,” said Tim Calkins, professor of marketing at the Northwestern Kellogg School of Management. “You have BMW, Mercedes and Audi. It’s a big shift.” Richmond Times Dispatch From the article: For advertisers, buying air time during the game can be risky given the number and types of people watching. The game "gets a huge and very diverse audience," said Derek D. Rucker, a marketing professor at the Kellogg School of Management at Northwestern University, which studies and reviews the ads for its annual Kellogg Super Bowl Advertising Review. Having a wide audience across many demographics presents an interesting dilemma for advertisers and their ad agencies, who have 30 seconds or a minute to entertain viewers while delivering a targeted message that resonates with most of them. "Not only do they have to like your (commercial), but they have to identify with your brand," Rucker said. "If I saw your ad but didn't remember your name," the spot would be a failure. Fort Worth Star-Telegram From the article: To answer the question that began this story, Betty White was brought to you by Snickers. Chances are you either already liked Snickers bars or you didn't, and the commercial didn't change your mind. But brands with that kind of name recognition and iconography can actually benefit more than Super Bowl newbies. "It's a bigger risk [for a new advertiser], because you have a higher bar to clear," says Derek Rucker, a professor at the Kellogg School of Management at Northwestern University who, along with his colleague Tim Calkins, does an annual Super Bowl Advertising Review that judges commercials, not on their entertainment factor, but on their effectiveness as sales tools. "You can't just entertain the consumer; you have to educate and inform them about your product." On the other hand, a familiar brand like Budweiser, which Rucker says is identified with the Super Bowl more than any other brand, can maintain its following with its ads. Reuters Associate Professor of Marketing Derek Rucker comments on the number of automakers who are producing Super Bowl ads. Professor Rucker co-leads the Kellogg Super Bowl Advertising Review. ForbesWoman.com (The Other Half blog) From the article: Longtime brands with ingrained equity and awareness often lose engagement with consumers while the parent company invests in new product lines, explains Tim Calkins, marketing professor in Northwestern University’s Kellogg School of Management. Calkins says these orphan brands are often jump-started by new leadership, or when it’s clear that they’ve been banished to the bottom shelf and need new life. Many such brands are launching major campaigns that may help them stage a comeback in 2011. 2010 CoverageHexun.com (China) Associated Press Houston Chronicle Richmond Times-Dispatch New York Times Fox News Channel (Special Report with Bret Baier) Brandweek North by Northwestern Tampa Tribune LatinSpots.com (Spain, Portugal and Latin America) Honolulu Star-Bulletin IT Business Edge Financial Times Wall Street Journal The Guardian (UK) InternetNews.com DigitalJournal.com Daily Caller Daily Caller Daily Northwestern ABC 7 Chicago Advertising Age Atlanta Journal-Constitution BNET CBS 2 Chicago (Monsters and Money in the Morning) Chicago Public Radio (Eight Forty-Eight) Cleveland Public Radio (Sound of Ideas) CNNMoney.com Fox Chicago News (Good Day Chicago) GovernmentExecutive.com (FedBlog) Minnesota Public Radio WBBM-AM WGN-TV Bloomberg Bloomberg News Reuters Associated Press Reuters Financial Times WINS-AM (New York) Search Engine Land Financial Times Richmond Times-Dispatch Associated Press First Business Morning News WPHT-AM (Philadelphia) Fox Chicago News (Good Day Chicago) NBC 5 Chicago Tampa Tribune CBS 2 Chicago (Monsters and Money in the Morning) Houston Chronicle Richmond Times-Dispatch The Brand Show KCBS-AM (San Francisco) Chicago Tribune Markedsføring (Denmark) New York Times Reuters Clinical Professor of Marketing Tim Calkins comments on GoDaddy’s rejected Super Bowl commercial. Marketing Daily Clinical Professor of Marketing Tim Calkins comments on the impact of celebrity endorsers within Super Bowl ads. Atlanta Journal-Constitution From the article: On the Super Bowl, "you get a lot of attention, which is good," said Tim Calkins, a clinical professor of marketing at Northwestern University's Kellogg School of Management. But if a company's commercials don't measure up, he said, it's all out there in full view of the public. "In the past couple of years, Pepsi has struggled to put on great, creative [commercials]," Calkins said. "Some would argue that Coke has done a better job." St. Louis Post-Dispatch From the article: The iconic Budweiser Clydesdales have been sidelined from Anheuser-Busch's slate of nine ads appearing during the upcoming Super Bowl. A-B is using humor, not horses, to push leading brands Bud Light and Budweiser, complemented by shorter nods to Michelob Ultra and the new, low-calorie, Select 55. The Super Bowl ads range from scientists turning to Bud Light as they worry about an Earth-bound asteroid, to a small town working to rescue a beer truck, to a spoof of popular TV series "Lost." The brewer remains a big spender on Super Bowl ads, buying up five precious, pricey ad minutes for the Feb. 7 football game, at the high end of its usual buy. But for the first time in at least eight Super Bowls, none of A-B ads features the iconic Clydesdale horses….The lack of Clydesdales also surprised Derek Rucker, marketing professor at Northwestern University's Kellogg School of Management, who watches the big game's ads with his students and closely critiques the spots. "Is this a move to change who the brand is?" Rucker said. "And what about customers who are used to seeing the Clydesdales?" WTOP-FM (Washington, D.C.) Clinical Professor of Marketing Tim Calkins discusses controversial Super Bowl ads. Branding Strategy Insider Associate Professor of Marketing Derek Rucker writes about current Super Bowl advertising trends and the impact of pre-game buzz on the ads. B to B Magazine From the article: “The Super Bowl is an unrivaled marketing opportunity,” said Tim Calkins, professor of marketing at Northwestern University’s Kellogg School of Management, which tracks and assesses Super Bowl ad effectiveness. “It is dominated by consumer advertisers, but it's also an opportunity for b-to-b players to really stand out.”….“For the business advertisers, a lot depends on their objectives,” Calkins said. “If you're going after a few key buyers, there are probably more efficient ways to reach them. But for those companies like Monster, CareerBuilder and GoDaddy that straddle both consumer and business, it works perfectly.” Bulldog Reporter Clinical Professor of Marketing Tim Calkins comments on advertising trends and marketing challenges for Super Bowl advertisers. Associated Press From the article: CBS won't say what it paid for the rights to the Super Bowl. The three networks that now alternate carrying the game, CBS, NBC and Fox, get it in a package along with the games they broadcast through the football season. In economic downturns, companies are more likely to buy Super Bowl advertising when they want to make an impact by jumpstarting a brand or introducing themselves, said Tim Calkins, a marketing professor at Kellogg School of Management. But it's an expensive proposition for companies like Pepsi and FedEx that would otherwise use the game to simply remind people they're still out there. He said it's encouraging most of the slots have been filled. "In a way, Super Bowl advertisers are acting like people are acting in the economy, which is they'll buy only if there's a deal," he said. "If the price is right, people will step up."
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