Each year, brands spend upwards of $2 billion collectively on Super Bowl commercials. Some emerge as clear winners. Others limp away. This year, for the fourteenth time, Kellogg School of Management marketing students will apply rigorous, research-based criteria to determine what separates the Super Bowl advertising winners from the losers.
2018 Results coming soon.
Winning plays. 6 research-based criteria for scoring the ad
On Super Bowl Sunday, Kellogg MBA students work side-by-side with two of Kellogg’s most widely respected marketing professors, Tim Calkins and Derek Rucker, to apply the strategic ADPLAN framework to evaluate an ad’s ability to build its brand against six critical criteria: Attention, Distinction, Positioning, Linkage, Amplification and Net Equity.