2017 Coverage

Brands have already started hyping their multi-million dollar ads, and Kellogg Professors Tim Calkins and Derek Rucker are logging their scouting reports.



Quartz

Trump’s presidency might make advertisers think twice about making political statements
2/8/2017

Forbes

Why Audi's Super Bowl Ad Failed
2/7/2017

Wall Street Journal

Brands Stir Heated Debate With Political Super Bowl Ads
2/7/2017

Poets & Quants

Forget Brady! Kellogg MBAs Say Mr. Clean Wins the Real Super Bowl
2/7/2017

Quartz

Why did a lumber company make the most emotionally gripping ad to air during Super Bowl 51?
2/6/2017

NBC 5

From Immigration to Presidential Hair, Super Bowl Ads Tackle Politics, Big League
2/6/2017

WLS-AM

Chicago area business school ranks Super Bowl ads
2/6/2017

Bloomberg

Super Bowl Advertisers Laud Diversity
2/6/2017

USA Today Network

Take 5: Atlanta choke felt familiar to Tiger fans
2/6/2017

Fortune

Audi’s Super Bowl Ad Sells More Despair Than Hope For Women
2/6/2017

Yahoo! Sports

Super Bowl ads caught in political whirlwind
2/6/2017

Forbes

Neuroscience Goes To The Super Bowl: Historic Game Firsts Beat The Ads On Engagement
2/6/2017

CBS News

Boycotts abound as Super Bowl 2017's ads take risks
2/6/2017

Crain's

Super Bowl ads: Winners, losers and a nod to unity
2/6/2017

New York Times

Escapism Reigns in Super Bowl Ads, but Politics Proves Inescapable
2/6/2017

BBC

BBC World Business Report
2/5/2017 (listen to audio)

Tulsa World

Brands Lined Up for the Super Bowl LI Attention Battle
2/5/2017

Fox Sports Asia

Super Bowl Ads: Battle to be the best
2/5/2017

USA Today

Super Bowl advertising could be facing a cloudy future with NFL issues
2/5/2017

The Atlantic

Playing the Super Bowl Halftime Show: An Unpaid Internship?
2/5/2017

Fortune

The Best and Worst Super Bowl Ads of All Time
2/5/2017

Fox Sports

Aussie Twist to the Super Bowl Advertising Roster with a Bikini Model and a Kangaroo Raising Temperatures
2/3/2017

Time

The Surprising Things You Can Learn from the Super Bowl Ads
2/3/2017

Daily Mail

Advertisers eye winning Super Bowl strategy
2/3/2017

Houston Chronicle

Safe play: Super Bowl advertisers look to be clever without rocking the boat
2/3/2017

Variety

Uptick in Super Bowl TV Show Ads Presents Opportunities for Programmers
2/3/2017

Marketplace

Will politics take the field in Super Bowl ads?
2/3/2017

Providence Journal

Super Bowl advertisers hope for attention, not controversy +videos
2/3/2017

Chicago Tribune

Controversy difficult to avoid for some Super Bowl ads
2/3/2017

Inc.

6 Super Bowl Ads That Failed Miserably
2/3/2017

The Mercury News

Super Bowl advertisers face tough challenges in polarized times
2/3/2017

Fortune

The Patriots' Bill Belichick Inspires His Team By Calling Them This
2/3/2017

Food Navigator-USA

How to 'win' with Super Bowl ads in a bristling political climate
2/3/2017

Yahoo! Sports

Advertisers eye winning Super Bowl strategy
2/3/2017

Tech Republic

#SB51: How to tweet your company to the top during the Super Bowl
2/2/2017

Daily Herald

Oakton hosting discussion of Super Bowl commercials
2/2/2017

Bloomberg BusinessWeek

Super Bowl Advertisers Face New Risk of Accidentally Provoking Trump
2/1/2017

Newsday

Budweiser Super Bowl ad on immigration causes a stir
2/1/2017

Advertsing Age

Super Bowl Reruns? Coke Poised to Run Previously Aired Ads
2/1/2017

The Huffington Post

Super Bowl - Ad Week
2/1/2017

The New Haven Register

Super Bowl Advertisers Avoid Presidential Elephant in the Room
2/1/2017

Time

The 25 Most Influential Super Bowl Ads of All Time
1/31/2017

USA Today

Super Bowl ads toned down by Trump's shadow?
1/31/2017

The Wall Street Journal

Super Bowl Ad to Kick Off Hiring Spree
1/31/2017

Yahoo News

The 25 Most Influential Super Bowl Ads of All Time
1/31/2017

Associated Press

To stand out at Super Bowl 51, ads are going for stunts
1/27/2017

NBC News

Super Bowl Ads Reflect America’s Conflicted Sentiments
1/27/2017

Forbes

Five Super Bowl Spots That Challenged The Rules
1/18/2017

Fortune

Why Super Bowl Ads Are a Tough Sell in 2017
1/17/2017

PRNewswire

Advertisers Line Up for Super Bowl LI - Kellogg School of Management Professors Available for Interviews
1/5/2017

2016 Coverage

Brands have already started hyping their multi-million dollar ads, and Kellogg Professors Tim Calkins and Derek Rucker are logging their scouting reports.

clear admit

Kellogg Marketing Students Award Super Bowl Win to Toyota’s Prius
2/9/2016

poets & quants

Kellogg MBAs Pick The Real Winners Of The Super Bowl
2/9/2016

silverman on sports

Super Bowl 50, The Game and Commercials, Angry Orchard & More!
2/9/2016

stacy blackman consulting inc

Who Scored Big in Kellogg’s Super Bowl Ad Review?
2/9/2016

marketing drive

How brands used Super Bowl 50 to win millennials over
2/9/2016

crain's

Super Bowl ads: winners and losers
2/8/2016

yahoo entertainment

Super Bowl 50 falls shy of record ratings, while ads played it safe with humor
2/8/2016

cbs money watch

Peyton Manning's $13.9 million gift to Budweiser
2/8/2016

fortune

These Were the Best and Worst Super Bowl 50 Ads
2/8/2016

fox 32

The best and worst Super Bowl commercials of 2016
2/8/2016

cbs money watch

Super Bowl 50 commercials: Winners and losers
2/8/2016

marketing dive

The 7 best Super Bowl 50 ads to watch again (and again)
2/8/2016

chicagoInno

Kellogg's Super Bowl Ad Review
2/8/2016

loop north news

Spot filmed in and over Loop best of Super Bowl ads, says Kellogg school
2/8/2016

wgnTv.com

The best and worst commercials of Super Bowl 50
2/8/2016

wgn radio

The Opening Bell 02-08-16: Engineering and technical recruitment are strong
2/8/2016

insurance journal

Esurance Wins Super Bowl Social Media Battle
2/8/2016

reuters

1-Puppymonkeybaby, chip-craving fetus stand out in tame Super Bowl ad lineup
2/8/2016

AP The big story

Offbeat humor and upbeat messages dominate Super Bowl 50 ads
2/8/2016

fortune

Everyone Will Tweet About This Ad On Super Bowl Sunday
2/7/2016

fortune

Here's Why Companies Spend Millions On Super Bowl Ads
2/7/2016

fortune

7 Ads You Need to Watch on Super Bowl Sunday
2/6/2016

92.9FM ESPN Sports radio

The Geoff Calkins Show Hour with Tim Calkins
2/5/2016

WGRZ-TV

Kent State buys Super Bowl commercial
2/5/2016

Huffpost sports

Why Some Top Companies Decided Super Bowl Ads Aren't Worth It
2/5/2016

Clear Admit

Fridays from the Frontline: Kellogg MBAs Gear Up for Super Bowl Ad Review
2/5/2016

chicago tribune

Super Bowl commercials have come a long way in 50 years
2/5/2016

inside higher ed

Super Bowl Marketing Opportunity
2/5/2016

Brafton

What do these Super Bowl 50 ad spots have in common?
2/4/2016

Fortune

Why GoDaddy’s Offensive Super Bowl Ads Worked
2/4/2016

Crain's Chicago Business

Here's WeatherTech's third straight Super Bowl ad
2/4/2016

fox news

2016 Super Bowl commercial predictions
2/4/2016

bloomberg business

Beer, Cars and Mortgages? Super Bowl Ads Go Financial This Year
2/4/2016

the telegraph

'Don't be a pillock': Helen Mirren's drink-drive message for Super Bowl
2/3/2016

daily herald

Super Bowl ads premiere early
2/3/2016

STAT NEWS

NFL gmaes are magnets for drug ads, but the Super Bowl isn't. Here's why
2/3/2016

Marketing Dive

Why the future of Super Bowl marketing goes beyond TV
2/3/2016

forbes

A Rare Opportunity For Death Wish Coffee
2/2/2016

Associated Press

A rush of advertisers release ads ahead of Super Bowl Sunday
2/2/2016

bloomberg business

Super Bowl Ads Have Gone Soft
2/2/2016

Fortune

The Hidden Costs Behind Doritos’ Popular Super Bowl Ads
1/30/2016

Sirius XM

Prof Tim Calkins talks with the national radio show, The Focus Group
1/29/2016

The Huffington Post

Why Brands Pass on the Super Bowl
1/29/2016

Associated Press

Celebrities are going to be huge in Super Bowl ads
1/28/2016

Forbes

Is A Super Bowl Ad Really Worth $5 Million?
1/28/2016

Chicago Tribune

Super Bowl advertisers tease viewers before the game even starts
1/18/2016

NBC News

No Fumbles: Advertisers Likely to Play It Safe for Super Bowl 50
1/ 17/ 2016

Brand Channel

Super Bowl Ad Outlook: 5 Questions with Kellogg School Prof Derek Rucker
1/12/2016

PR Newswire

Read press release here
1/6/2016

Fortune

Why Boys Can Play With Barbie Dolls, Too
12/8/2015

2015 Coverage

AListDaily.com

The Numbers Behind Mobile Gaming's Great Super Bowl
2/3/15

Yahoo! Finance

HOT TOPIC: Super Bowl 2015
2/3/15

The Boston Globe

Super Bowl ads were serious business
2/3/15

Adweek

Why So Many Mobile Games in the Super Bowl? Because TV Is a Gold Mine for Them
2/3/15

Inc.

7 Winning Tips For Marketers From the Super Bowl Ads
2/3/15

The Irish Times

Super Bowl ads steal the show and stir emotions
2/2/15

DailyMail.com

Backlash against Nationwide for 'dark' and 'depressing' Super Bowl ad about fatal childhood accident that stars dead little boy
2/2/15

Marketplace

A nation in agreement: Nationwide's ad was a buzzkill
2/2/15

Forbes

Are Things Finally Looking Up For McDonald's?
2/2/15

Poets and Quants

Guess Who Really Won The Super Bowl? Coca-Cola & McDonalds
2/2/15

The Houston Chronicle

Super Bowl ads: Budweiser’s ‘Lost Dog’ scores big
2/2/15

Media Post

Fiat, Nissan Lose The Message In Super Bowl Ads
2/2/15

Wisconsin Public Radio

Sentimental Ads Dominate 2015 Super Bowl
2/2/15

adweek

Which Ads Won the Super Bowl? Here Are 11 Different Ways to Rank Them
2/2/15

Red Herring

Super Bowl 2015: technology commercials take center stage
2/2/15

Insurance Journal

Nationwide on the Darker Side in Super Bowl Ad
2/2/15

Chicago Tribune

Former Chicagoan wins $1 million Doritos Super Bowl ad contest
2/2/15

chicagoinno

Super Bowl Super Data, Vivid Seat, NU Grades, Promo Fail, Lagunitas
2/2/15

South Coast Today.com

The Super Bowl ads seemed different this year
2/2/15

Huffington Post Business

2015 Super Bowl Ads: The Best and Worst
2/2/15

Clear Admit.com

Kellogg School of Management Releases Super Bowl Advertising Review Results
2/2/15

CBS Money Watch

Did the Super Bowl ads fumble their game?
2/2/15

Huffington Post Business

GoDaddy and High Speed Marketing
2/2/15

WGN

Marketing expert on the business success and failure of Super Bowl ads
2/2/15

Wall Street Journal CMO Today

McDonald’s CMO Deborah Wahl Talks Super Bowl "Lovin'"
2/2/15

Crain’s Chicago Business

Strong Super Bowl ad showing for McDonald's, local brands
2/2/15

Yahoo! Sports

Watch 2015 Super Bowl Ads on Tumblr
2/1/15

BusinessWire

McDonald’s Makes Winning Play at 2015 Kellogg School Super Bowl Advertising Review
2/1/15

Forbes

Unnecessary Roughness? 2015 Super Bowl Ads Pull At Heartstrings
2/1/15

Reuters

Coke, Budweiser win as Super Bowl ad battle gets serious
2/1/15

Media Post

Super Bowl XLIX Competes For Views Online And Offline
2/1/15

The Wall Street Journal

Many Super Bowl Commercials Were Sobering and Heartfelt
2/1/15

Associated Press

Super Bowl advertisers strike unusually serious tone
2/1/15

WGN Radio

John Williams Full Show 1/31/15: Super Bowl advertising review, Charlie Hebdo analysis
1/31/15

ESPN

The Geoff Calkins Show Hour 1 1/30/15 (w/ Tim Calkins)
1/31/15

Bleacher Report

Super Bowl Ads 2015: Analyzing Value and Cost of Top Commercials
1/31/15

U.S. News & World Report

Students, Professors Ready to Grade Super Bowl Commercials
1/31/15

The Motley Fool

The Most Expensive 30 Seconds on TV -- Cost of a Super Bowl Ad Keeps Going Up
1/31/15

Marketplace Business

New brands take a chance with Super Bowl ads
1/30/15

Huffington Post

Social Media and the Super Bowl: How Has Technology Changed Super Bowl Advertising?
1/30/15

Fortune.com

4 Super Bowl ads that nailed it!
1/30/15

Time.com

The Ad That Changed Super Bowl Commercials Forever
1/30/15

CNN Money

Is this the Super Bowl's next GoDaddy?
1/30/15

Reuters UK

Dads, pups, Kardashian battle for Super Bowl ad buzz
1/29/15

Daily North Shore

Super Bowl Or Super Ads?
1/29/15

Deadline.com

Are Advertisers Getting Ready To Leave The Super Bowl Party?
1/29/15

Reuters

Dads, pups, Kardashian battle for Super Bowl ad buzz
1/29/15

Newsday

Super Bowl XLIX ads: More first-timers, fewer auto commercials
1/28/15

Sports Talk Florida

The Science Behind The Perfect Super Bowl Ad
1/28/15

NBC Nightly News With Brian Williams

This Year's Super Bowl Ads Are a Battle of the Puppies
1/28/15

Fortune.com

GoDaddy pulls Super Bowl puppy ad -- but was it a mistake?
1/28/15

International Business Times

Tom Brady Legacy: How Super Bowl XLIX, Deflategate Will Shape Patriots QB's Post-Career Brand
1/28/15

Examiner.com

What's this year's big Super Bowl ad trend? Depends on which expert you ask
1/27/15

Fortune.com

4 Super Bowl ads that should have never aired
1/27/15

CMO.com

Monday Morning QBs From Northwestern Set To Rate Super Bowl Ads
1/26/15

Super Bowl Commercial 2015.com

Not A Celebrity In Sight: 4 Elements Of A Successful Super Bowl Commercial
1/21/15

Chicago Tribune

WeatherTech's next Super Bowl ad: More product, less story
1/20/15

Chicago Tribune

Former Chicagoan hopes to crash Super Bowl with Doritos ad
1/16/15

Forbes

How To Use Super Bowl Advertising As A Platform For Growth
1/15/15

Forbes

Not Too Late For A 2015 Super Bowl Spot
1/08/15

2014 Coverage

Forbes

Why 2015 Super Bowl Spots Aren't Selling Fast
12/18/14

Huffington Post

A Weak Demand for Super Bowl Ads?
11/19/14

NBC News / TODAY.com

Super Bore: Have We Watched These Ads Before?
2/3/14

Reuters

Budweiser Scores Buzz in Super Bowl Ad Battle
2/3/14

Bloomberg BusinessWeek

A Messy Super Bowl Ad Blitz With a Few Family-Friendly, Retro-Themed Winners< 2/3/14

ABC Chicago

Super Bowl 2014 commercials, rated by ad experts
2/3/14

ABC’s Windy City Live

Episode: Super Bowl 2014, The Dawson, Black History Month
2/3/14

Beat The GMAT

The Kellogg Super Bowl: Where the Ads Are More Riveting than the Game
2/3/14

The Financial Express

Budweiser scores buzz in Super Bowl ad battle
2/3/14

Crain’s Chicago Business

Chicago’s Major Corporations Sit on the Super Bowl Ad Bench
2/3/14

Chicago Tribune

Outside Opinion: A Game Plan of Super Bowl Advertising
02/2/14

Daily Northwestern

Kellogg Hosts 10th Annual Super Bowl Advertisement Review
2/2/14

CNN Money

Super Bowl ads get serious
2/2/14

TechCrunch

Releasing Ads Early Pays Off For Super Bowl Advertisers, According To Visible Measures
2/2/14

Associated Press

Music a Big Focus in Super Bowl Ads
2/1/14

The Fiscal Times

Super Bowl XLVIII: Can Celebrities Break Through the Ad Clutter
02/01/14

Vancouver Sun

Songs by U2, Bob Dylan and Others Play Starring Role in Super Bowl Ads to Engage Audience
2/1/14

Univision

La música será protagonista del Super Bowl
2/1/14

Poets & Quants

What Makes a Great Super Bowl Ad
2/1/14

LinkedIn Blog

What Makes a Great Super Bowl Ad
2/1/14

CNBC

Sticker Shock: $4 million for a 30-second Super Bowl ad
1/31/14

CNN News

The Branding Bowl: MBAs rank Super Bowl ads
01/31/14

BusinessWeek

Kellogg Profs: Why We Make Our MBAs Watch Super Bowl Ads (and Tune Out the Game)
1/31/14

Wisconsin Public Radio

Derek Rucker talks about the Best and Worst Super Bowl Ads
1/31/14

Fortune

The Branding Bowl: MBAs Rank Super Bowl Ads
1/31/14

Reuters

Brands bet on star power to shine through ad-cluttered Super Bowl
01/30/14

Chicago Tribune

Brands bet on star power to shine through ad-cluttered Super Bowl
01/30/14

Washington Post

Three Winning Super Bowl Ads Play-by-Play
1/30/14

Fortune

Scarlett Johansson Will Not Solve SodaStream’s Troubles
1/30/14

First Business News

Super Bowl Spots, interviewing Tim Calkins
1/30/14

US News

Kellogg School of Management Uses Super Bowl Ads as Teaching Opportunity
1/30/14

Huffington Post

Four Super Bowl Ads that Touched the Heart
1/30/14

NJ.com

Super Bowl 2014 ads: Will early barrage of teasers, commercials pay off?
01/30/14

Agence France-Presse (International Wire Service)

Mad men eye record Super Bowl ad extravaganza
1/30/14

Poets and Quants

The Kellogg Super Bowl: Where The Ads Are More Riveting Than The Game
01/30/14

The New Yorker

Super Bowl Ads Without the Super Bowl
01/27/14

WGN Radio

Sirott and Murciano Full Show 1/27/2014
01/27/14

WGN Radio

The Super Bowl Ad Hype
1/27/14

NBC News

Advertisers Ready to Bare Knuckles For Big Game
1/24/14

The Huffington Post

5 Super Bowl Ads That Should Never Have Aired
01/23/14

Forbes

Kellogg School Of Management's 10 Best Super Bowl Ads From The Past Decade
01/23/14

CBS News

Why Super Bowl Commercials May be a Colossal Waste of Money
1/6/14

2013 Coverage

Reuters

Chrysler, Oreo score with ads during delayed Super Bowl
February 4, 2013

Reuters

Chrysler takes patriotic road with popular Super Bowl ads
February 4, 2013

Financial Times

Super Bowl ads stand out from the crowd
January 22, 2013

Forbes

Super Bowl advertising's new game
January 23, 2013

Forbes

Can a sexy Super Bowl ad make a boring t-shirt maker cool?
February 1, 2013

Businessweek

The Super Bowl's armchair marketing quarterbacks
February 1, 2013

New York Times

A postgame follow-up on Super Bowl commercials
February 4, 2013

Wall Street Journal

Chrysler, Taco Bell win among Super Bowl commercials
February 3, 2013

Forbes

How advertisers made the Super Bowl power outage work for them
February 3, 2013

Forbes

Even with record prices, expect a $10 million Super Bowl ad soon
February 2, 2013

Bloomberg

Super Bowl ads face off on Twitter in online brand battle
February 4, 2013

Forbes

Back Ray Lewis or Tom Brady? How brands cash in on players even if they miss the game
January 31, 2013

Forbes

Tide cleans up in Kellogg School 2013 Super Bowl ad review
February 4, 2013

Businessweek

Super Bowl ads face off on Twitter in online brand battle
February 4, 2013

New York Times

What makes a good commercial?
February 6, 2013

Chicago Tribune

Chicago firms lighten their Super Bowl ad footprint
January 23, 2013

Ad Age

Why 'crash the Super Bowl' hasn't burned out for Doritos
January 24, 2013

Poets & Quants

Kellogg MBAs: The best & worst Super Bowl ads
February 4, 2013

Huffington Post

Commercials bring drama to Super Bowl as ads go epic
February 4, 2013

FOX Chicago – WFLD

Northwestern: Best and worst Super Bowl commercials
February 4, 2013

ABC 7 Chicago - WLS-TV

Best and worst ads
February 4, 2013

WBEZ Chicago Public Radio

Analyze this: Super Bowl ads
February 4, 2013

Associated Press

Oh the drama! Super ads go epic
February 4, 2013

2012 Coverage

Newsday

Super Bowl ads get preview on Web
January 31, 2012

Chief Marketer

Super Bowl Ads Offer ROI Measurement Challenges
January 30, 2012

MSNBC.com (The Bottom Line blog)

Super Bowl becoming the social media event of the season for advertisers
January 27, 2012

Forbes Magazine

Experts and Viewers Agree: Apple's '1984' Is The Best Super Bowl Ad Of All Time
January 30, 2012

Marketing Daily

Hyundai To Entertain In Super Bowl
January 30, 2012

FOX Chicago News

Super Bowl Ads All About Buzz
January 30, 2012

Reuters

Super Bowl advertisers seek buzz on social media
January 29, 2012

Detroit Free Press

Automakers stand out at Superbowl
February 7, 2012

ABC 7 Chicago

Super Bowl Commercials
February 6, 2012

FOX Chicago News

Kellogg Rates Best, Worst Super Bowl Ads for Effective Branding
February 6, 2012

CBS 2 Chicago

A Look at Some of the Best and Worst Super Bowl Commercials
February 6, 2012
Clip 1: http://chicago.cbslocal.com/video/6711733-a-look-at-some-of-the-worst-super-bowl-commercials/
Clip 2: http://chicago.cbslocal.com/video/6711772-a-look-at-some-of-the-best-super-bowl-commercials/

Bloomberg TV (In the Loop)

Super Bowl Advertisements Review
February 6, 2012

CNNMoney.com

Chrysler is king of the Super Bowl spots
February 6, 2012

Boston Herald

Doritos, M&M's ads top Super Bowl commercial surveys
February 6, 2012

Advertising Age

Analyze the Super Bowl Analyzers With AdAge's Handy Roundup of Ad Results
February 6, 2012

Boston Globe

Was M&M's Ms. Brown Super Bowl ad MVP?
February 6. 2012

The Big Lead (blog)

And the Super Bowl XLVI Ad Winner Was . . . Whichever Marketing Survey You Decide to Believe
February 6, 2012

Bleacher Report

M&M Super Bowl Commercials 2012: Candy Giant Owns Super Bowl with Hilarious Spot
February 6, 2012

Houston Chronicle

Few touchdowns in latest crop of ads
February 6, 2012

Reuters

Resilient Chevy, Chrysler ads win at Super Bowl
February 6, 2012

Patch

Kellogg Business School Ranks Top Super Bowl Ads
February 6, 2012

Dearborn Press and Guide

Chrysler's Clint Eastwood ad draws controversy
February 6, 2012

New York Times

For Super Bowl Ads, No Standout Performer
February 6, 2012

Newsday (TV Zone blog)

M&M's 'It's that kinda party' tops grad school review
February 6, 2012

Associated Press

Super Bowl ads battle for championship
February 6, 2012

Scotsman.com (UK)

Advertisers see Super Bowl as new online opportunity
February 4, 2012

Financial Times

Super Bowl lends some muscle to global brands
February 3, 2012

Business 2 Community

Super Bowl Ad Roundup: The Winners And Losers With Millennials
February 7, 2012

Pittsburgh Post-Gazette

What's a Super ad? Depends whom you ask
February 7, 2012

eCanadaNow (Canada)

M&M's Super Bowl Commercial Among the Best
February 6, 2012

Associated Press

No more Naptown: Super Bowl boosts Indy's image after long quest to become major sports town
February 5, 2012

Fortune.com

3 keys to a killer Super Bowl ad
February 3, 2012

Detroit Free Press

Automakers try to build Super Bowl ad buzz
February 4, 2012

Reuters

Star Wars, Ferris Bueller drive Super Bowl ad buzz
February 3, 2012

Bloomberg Businessweek (Getting In blog)

Super Bowl Ads Get the B-School Treatment
February 3, 2012

Wall Street Journal Digital Network (FINS)

Twentysomethings Use Super Bowl to Boost Careers
February 2, 2012

Puget Sound Public Radio

Grief, Trauma, and the Buzz of the Big Game
February 2, 2012

Associated Press

Super Bowl marketers target smartphones, laptops, movie screens
February 1, 2012

Crain's Chicago Business (blog)

What small-business owners can learn from watching Super Bowl ads
February 1, 2012

Washington Post

Super Bowl 2012: Marketing hype runs from condoms and cookies to beer and cars
February 1, 2012

Chicago Tribune

Pregame blitz
February 1, 2012

2011 Coverage

Crain’s Chicago Business

Can consumers forgive Groupon’s ad gaffe?
February 21, 2011


Atlanta Journal Constitution

Q&A on the News
February 15, 2011

WGN Radio (Extension 720 with Milt Rosenberg)

February 13, 2011

Telegraph (UK)

Think Tank: the Super Bowl is a demonstration of advertising best practice and malpractice
February 12, 2011

Financial Times

Case study: GoDaddy and the Super Bowl
February 9, 2011

First Business

Super Branding
February 8, 2011

Austin American-Statesman

HomeAway apologizes after 'test baby' furor
February 8, 2011

Medill Reports

Groupon fumbles with its Tibet Super Bowl commercial
February 8, 2011

Chattanooga Times Free Press

Chattanooga VW dealer: Wish we had new Passats
February 8, 2011

NPR (Marketplace)

Super Bowl Ads Had Previews
February 7, 2011

ABC 7 Chicago

Best, worst Super Bowl commercials
February 7, 2011

FOX Chicago News (Good Day Chicago)

February 7, 2011

NBC 5 Chicago (The Talk with Marion Brooks)

http://www.myfoxchicago.com/dpp/good_day/super-bowl-ads-commercials-doritos-volkswagen-chrysler-rucker-20110207
February 7, 2011

Poets & Quants

MBAs Flunk Lipton Brisk for its Super Bowl Ad Featuring Eminem
February 7, 2011

StacyBlackman.com

Kellogg MBAs Give Top Marks to Volkswagen During Super Bowl Ad Review
February 7, 2011

New York Times

Groupon Ad on Super Bowl Rated a Miss by Many Fans
February 7, 2011

Associated Press

Super Bowl ads: Eminem, Roseanne, singing cowboys
February 7, 2011

Associated Press

Super Bowl ads: Eminem, Darth Vader, catering dogs
February 7, 2011

Reuters

Bridgestone is tops in Super Bowl advertising buzz
February 7, 2011

Reuters

Chrysler and VW among winners in Super Bowl ad battle
February 7, 2011

Reuters (MediaFile blog)

Super Bowl Monday: The view from armchair copywriters
February 7, 2011

CNNMoney.com

Super Bowl ad message: Recession's over, start spending!
February 7, 2011

The Daily Telegraph (UK)

Super Bowl 2011 commercials: Groupon advert accused of making light of Tibet suffering
February 7, 2011

Edmunds Inside Line

Auto Ads Score Big With Super Bowl Viewers
February 7, 2011

Crain’s Chicago Business

Groupon’s Tibet-themed Super Bowl ad lands with a thud
February 6, 2011

Akron Beacon Journal

UA to make Super Bowl pitch
February 5, 2011

Cleveland Plain Dealer

Super Bowl trivia proves big game is about more than football
February 5, 2011

MarketWatch.com

Super Bowl ads tell the economy's story
February 4, 2011

NBC 5 Chicago (The Talk with Marion Brooks)

February 4, 2011

All Things Digital (eMoney)

Will Groupon’s Super Bowl Ad Be a Touchdown or a Fumble?
February 4, 2011

New York Times

Before Sunday, a Taste of the Bowl
February 4, 2011

Reuters

Chrysler looks to score with 2-minute Super Bowl ad
February 4, 2011

Forbes.com

Super Bowl XLV: Top Advertising Themes And Trends
February 4, 2011

The Wall Street Journal Digital Network (FINS Sales & Marketing)

Can the Super Bowl Supercharge Your Career?
February 4, 2011

AdWeek

Super Bowl Ads Work (Almost Every Time)
February 4, 2011

Associated Press

Super Bowl advertisers try to out-hype rivals
February 3, 2011

Forbes

The Super Bowl Ads You Can't Miss
February 3, 2011

CNNMoney.com
Super Bowl ad: Is $3 million worth it?
February 3, 2011

Advertising Age

Will Social Media Slay the Super Bowl?
February 3, 2011

Houston Chronicle

Austin company plugs vacation rentals during Super Bowl
February 2, 2011

Houston Chronicle

What's worth $100,000 a second?
February 2, 2011

Tampa Tribune

Superstars set to appear in super-priced Super Bowl ads
February 2, 2011

MediaPost (Marketing Daily)

HomeAway.com Reveals Super Bowl Ad
February 1, 2011

The Daily Beast

20 Most Effective Super Bowl Ads
February 1, 2011

Atlanta Journal-Constitution

Coca-Cola unveils Super Bowl presence
January 31, 2011

MSNBC.com

It’s the Super Bowl – let’s get social!
January 31, 2011
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."

Financial Times

Car ads back in the Super Bowl spotlight
January 31, 2011
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.”

Richmond Times Dispatch

Pressure is on to make Super Bowl ads
January 31, 2011
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.”

Fort Worth Star-Telegram

Which Super Bowl commercial will win the buzz award?
January 27, 2011
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.

Reuters

At the Super Bowl, carmakers are back in the game
January 14, 2011
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.

ForbesWoman.com (The Other Half blog)

Comeback Brands Of 2011
December 22, 2010
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.
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 Coverage

Hexun.com (China)

小商学院的竞争奇招
February 23, 2010

Associated Press

Audit finds US census preparations wasted millions
February 16, 2010

Houston Chronicle

TV-Radio Notebook
February 12, 2010

Richmond Times-Dispatch

VCU grad is co-creator of ‘Parisian Love’ Google ad
February 10, 2010

New York Times

Do-It-Yourself Super Ads
February 9, 2010

Fox News Channel (Special Report with Bret Baier)

February 9, 2010
 http://www.foxnews.com/story/0,2933,585155,00.html

Brandweek

Dove Super Bowl Spot Scores Initial Points With Men
February 9, 2010

North by Northwestern

The five best and worst Super Bowl ads
February 9, 2010

Tampa Tribune

Maybe DeGeneres will bring humor to 'Idol'
February 9, 2010

LatinSpots.com (Spain, Portugal and Latin America)

El Super Bowl XLIV fue el más visto de los últimos 20 años, pero no tuvo sorpresas
February 9, 2010

Honolulu Star-Bulletin

Ads score a record 48 minutes during Super Bowl
February 9, 2010

IT Business Edge

Social Media Scores in Super Bowl
February 9, 2010

Financial Times

Smaller schools learn to play to their strengths
February 8, 2010

Wall Street Journal

Denny's, Doritos, Snickers Score Big in Ad Bowl
February 8, 2010

The Guardian (UK)

Google splashes out $5m on Super Bowl advert
February 8, 2010

InternetNews.com

Google Earns High Marks for Super Bowl Ad
February 8, 2010

DigitalJournal.com

MBA students say Google Super Bowl ad the most effective
February 8, 2010

Daily Caller

Worst in show: Census Super Bowl ad flops
February 8, 2010

Daily Caller

Obligatory Super Bowl advertisement round up
February 8, 2010

Daily Northwestern

Kellogg group picks which Super Bowl ads made the grade
February 8, 2010

ABC 7 Chicago

Best and Worst Super Bowl Ads
February 8, 2010

Advertising Age

Why Issue-Based Advertising Is Like Walking a Minefield
February 8, 2010

Atlanta Journal-Constitution

Atlanta companies say ‘We Dat!' with Super Bowl ads
February 8, 2010

BNET

Google Takes Top Spot in Kellogg's Super Bowl Ad Review
February 8, 2010

CBS 2 Chicago (Monsters and Money in the Morning)

Rating the Super Bowl Ads
February 8, 2010

Chicago Public Radio (Eight Forty-Eight)

Ranking the Super Bowl Ads
February 8, 2010

Cleveland Public Radio (Sound of Ideas)

From Mad Men to Twitter Feeds: How Advertising is Evolving
February 8, 2010

CNNMoney.com

Super Bowl ads
February 8, 2010

Fox Chicago News (Good Day Chicago)

The Best (and Worst) of Super Bowl Ads
February 8, 2010

GovernmentExecutive.com (FedBlog)

Super Bowl Reactions
February 8, 2010

Minnesota Public Radio

Super Bowl ads and the controversy
February 8, 2010

WBBM-AM

February 8, 2010

WGN-TV

February 8, 2010
The segment also aired on CLTV (Chicago), WCVB-TV (Boston), WWMT-TV (Grand Rapids/Kalamazoo/Battle Creek), WKTV-TV (Utica), WDIV-TV (Detroit), KJTV-TV (Lubbock), KSTC-TV (Minneapolis), KBZK-TV (Butte/Bozeman), KHSL-TV (Chico/Redding), KOAM-TV (Joplin/Pittsburg), KOLO-TV (Reno), KPVI-TV (Idaho Falls), KTVO-TV (Ottumwa/Kirksville), KYTV-TV (Springfield), WAPT-TV (Jackson), WLEX-TV (Lexington), WMTW-TV (Portland/Auburn), WNYT-TV (Albany/Schenectady/Troy), WWLP-TV (Springfield/Holyoke), WYFF-TV (Greenville-Spartanburg/Asheville), KIMT-TV (Rochester/Mason City/Austin), KSFY-TV (Sioux Falls/Mitchell), KVII-TV (Amarillo), WJXT-TV (Jacksonville/Brunswick), KCRG-TV (Cedar Rapids/Waterloo), KESQ-TV (Palm Springs/Palm Desert), KGET-TV (Bakersfield), KGO-TV (San Francisco), KION-TV (Monterey/Salinas), KLAS-TV (Las Vegas), KOMU-TV (Columbia/Jefferson City), KOTV-TV (Tulsa), KTFT-TV (Twin Falls), KTVB-TV (Boise), KYW-TV (Philadelphia), WAPT-TV (Jackson), WCBI-TV (Columbus/Tupelo/West Point), WECT-TV (Wilmington), WISN-TV (Milwaukee), WNEP-TV (Wilkes-Barre/Scranton), WWMT-TV (Grand Rapids/Kalamazoo/Battle Creek) and WSMV-TV (Nashville).

Bloomberg

Super Bowl Ads Ply Football Fans With Beer, Cars, Humor and Sex
February 8, 2010

Bloomberg News

Monday Morning Quarterbacking
February 8, 2010

Reuters

Snickers, Doritos score extra points at Super Bowl
February 8, 2010

Associated Press

Tebow Super Bowl ad strikes light-hearted tone
February 7, 2010

Reuters

Alongside gags, Super Bowl ads plumb male psyche
February 7, 2010

Financial Times

The business of sport
February 7, 2010

WINS-AM (New York)

February 7, 2010

Search Engine Land

Google Airs TV Ad During Super Bowl – But Why?
February 7, 2010

Financial Times

Lower league advertisers seize on Super Bowl
February 6, 2010

Richmond Times-Dispatch

Super Bowl ads return to goofiness
February 6, 2010

Associated Press

A look at advertisers in this year's Super Bowl
February 5, 2010

First Business Morning News

Super Bowl Ads
February 5, 2010

WPHT-AM (Philadelphia)

February 5, 2010

Fox Chicago News (Good Day Chicago)

Super Bowl Ad Preview: Winners and Losers
February 5, 2010

NBC 5 Chicago

Super Bowl Big Biz for Chicago Ad Company
February 5, 2010

Tampa Tribune

Stakes high for Super Bowl advertisers
February 5, 2010

CBS 2 Chicago (Monsters and Money in the Morning)

February 4, 2010

Houston Chronicle

Super Bowl issue ads on offense
February 4, 2010

Richmond Times-Dispatch

New crop of Super Bowl ads features CarMax
February 4, 2010

The Brand Show

Advertisers change the playbook for Super Bowl XLIV
February 4, 2010

KCBS-AM (San Francisco)

February 3, 2010

Chicago Tribune

Religious ads just that — ads
February 3, 2010

Markedsføring (Denmark)

Fedt – de afviste reklamen
February 2, 2010

New York Times

An Advocacy Ad Stirs a National Debate
February 1, 2010

Reuters

Rejected or not, Super Bowl ads generate buzz
January 29, 2010

Marketing Daily

Beyonce Stars In Vizio's Super Bowl Spot
January 28, 2010
Clinical Professor of Marketing Tim Calkins comments on GoDaddy’s rejected Super Bowl commercial.

Atlanta Journal-Constitution

Coca-Cola plans big Super Bowl presence
January 27, 2010

Clinical Professor of Marketing Tim Calkins comments on the impact of celebrity endorsers within Super Bowl ads.
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

Funny in, Clydesdales out for Anheuser-Busch Super Bowl ads
January 27, 2010


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.)

January 26, 2010


Clinical Professor of Marketing Tim Calkins discusses controversial Super Bowl ads.

Branding Strategy Insider

Super Bowl Advertising and Pre-game Buzz
January 23, 2010

B to B Magazine

Super Bowl spots mix sex, humor; Viral marketing a key element of XLIV commercials
January 18, 2010
Associate Professor of Marketing Derek Rucker writes about current Super Bowl advertising trends and the impact of pre-game buzz on the ads.

Bulldog Reporter

Super Bowl PR: Take an Integrated Approach to Events—Super Bowl Marketing Experts Says the Big Game Offers Big PR Buzz Lessons
January 13, 2010
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.”

Associated Press

Super Bowl ad prices fall; still cost millions
January 11, 2010
Clinical Professor of Marketing Tim Calkins comments on advertising trends and marketing challenges for Super Bowl advertisers.
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."

2009 Coverage

The Globe and Mail (Adhocracy Blog)

Doritos' groin toss
2/3/09
The article profiles the Kellogg Super Bowl Advertising Review, led by Clinical Professor of Marketing Tim Calkins and Assistant Professor of Marketing Derek Rucker.

The Tampa Tribune

Brothers Finally Win With Doritos Commercial
2/3/09
From the article: The message - "if you find yourself stuck under a moose's behind, it's time to look for a new job" - was funny, simple, short and memorable, says marketing professor Derek D. Rucker, who along with professor Tim Calkins conducts this annual Super Bowl ad rating. "It made a clear connection to the job-finding site Monster.com," he said in a telephone interview. "We're not just gauging the entertainment value. We look for commercials that make a clear connection with the brand. We look at how effective is the sales pitch. Some commercials look clever but they don't sell the product." The moose commercial placed 22nd in the USA Ad Meter poll. The Kellogg School also gave high "sales" marks to CareerBuilder.com (punching the koala bear), the Doritos crystal ball, E-Trade's talking baby and Denny's gangsters get happy faces on their pancakes.

Los Angeles Times (Sports Blog)

Did Doritos' rookies win the Super Bowl commercial derby?
2/2/09
From the article: Doritos finished in a tie for second behind the Monster.com "need a new job?" spot in Northwestern University's Kellogg School of Management Super Bowl survey. The survey had Doritos tied with other "A grade" commercials from CareerBuilder.com, E-Trade and Denny's. Sunday's commercial breaks "featured hard-hitting advertising," said Tim Calkins, a Kellogg marketing professor. "We had spots with value messages and competitive claims, both of which are unusual in the Super Bowl." "Super Bowl advertisers were clearly trying to drive sales in a soft economy," Calkins said. "The game continues to be the single biggest marketing event in the United States, but this year we saw the impact of the weak economy."

First Business Morning News

Game Winners & Losers
2/2/09
Clinical Professor of Marketing Tim Calkins explains why some long time Super Bowl advertisers stayed on the sidelines.

The Daily Northwestern

Monster up, SoBe down: Grading Super Bowl ads
2/2/09
The article profiles the Kellogg Super Bowl Advertising Review, led by Clinical Professor of Marketing Tim Calkins and Assistant Professor of Marketing Derek Rucker.

The Boston Globe

Monster is tops in Super Bowl ad survey
2/2/09
From the article: The Super Bowl lineup reflected the country’s economic woes, according to the school. “This year’s Super Bowl featured hard-hitting advertising," Tim Calkins, the Kellogg School marketing professor who leads the annual Super Bowl ad review, said in a statement. "We had spots with value messages and competitive claims, both of which are unusual in the Super Bowl. Super Bowl advertisers were clearly trying to drive sales in a soft economy.”

St. Louis Post-Dispatch (Blog)


Grading Anheuser-Busch’s Super Bowl marketing, Part II. The company speaks
2/2/09
From the article: Other pundits had their own take on Anheuser-Busch’s performance. Derek Rucker, a marketing professor at Northwestern University’s Kellogg School of Management, said his school’s Super Bowl grading event — 41 marketing students graded the commercials according to a variety of criteria — ranked Anheuser-Busch’s overall lineup a little lower than usual. The company’s commercials, aggregated together, usually rank in the “great” category. But this year, the ads were in the “good” range, and the company didn’t quite deliver its typically “very strong” execution, he said. (The grading criteria at Kellogg’s event includes likeability, remembering what the brand is, and recognizing a reason to use it.) By Kellogg’s measurement, “Bud’s spots were a little below their average,” said Rucker. “Bud is typically in our top five. They did not make it into our top spot this year.” Rucker said the use of three Clydesdale spots — an all-time high — on the game may have diluted the horse’s effect.

Marketing Magazine (Canada)

Doritos’ user-generated ad scores big in Super Bowl
2/2/09
From the article: Northwestern University’s Kellogg School of Management also critiques the ads in its annual Super Bowl ad review, and this year gave employment website Monster.com the title of “Champion of the review” for its timely ad, “Need a New Job?” The ad opens on an executive’s suite with a moose head mounted above his desk. The camera pans behind the wall to show the rest of the moose standing on a work desk, and an unfortunate worker sitting directly below the moose’s back end. Monster.com and many other advertisers created spots that reflect the state of the economy, according to a Kellogg release. “This year’s Super Bowl featured hard-hitting advertising,” said Kellogg’s marketing professor Tim Calkins. “We had spots with value messages and competitive claims, both of which are unusual in the Super Bowl. “[A]dvertisers were clearly trying to drive sales in a soft economy. The game continues to be the single biggest marketing event in the United States, but this year we saw the impact of the weak economy.”

Reuters

Super Bowl ads upbeat, but can't ignore economy
2/2/09
From the article: The CareerBuilder spot landed an "A" from the respected Kellogg School Review panel, yet failed to make the top 10 in the AOL Super Sunday Ad Poll -- which ranks the public's favorite commercials -- and received mixed reviews at Madison Avenue agencies owned by powerhouses like Omnicom Group or Interpublic Group.

“Chicago Tonight” (WTTW)

Super Bowl Ads
2/2/09
Clinical Professor of Marketing Tim Calkins discusses Super Bowl ads.

CBS Radio Network

2/2/09
Clinical Professor of Marketing Tim Calkins comments on Super Bowl ads. The broadcast also aired on WABC-TV (New York), WWJ-AM (Detroit), WTOP-AM (Washington, D.C.), WCIV-TV (Charleston), WTVM-TV (Columbus), WCBS-AM (New York), WAPT-TV (Jackson, MS), WTXL-TV (Tallahassee), KBMT-TV (Beaumont),  WLOS-TV (Greenville),WVEC- TV (Norfolk), KMOX-AM (St. Louis), KRLD-AM (Dallas), KCBS-AM (San Francisco), WRAL-TV (Raleigh).

ABC 7 Chicago (WLS-TV)

Super Bowl Ads: Hits and Misses
2/2/09
Clinical Professor of Marketing Tim Calkins discusses the most and least effective ads from the 2009 Super Bowl.

CNNMoney.com

MC Hammer's pain scores in Super Bowl ad
2/2/09
From the article: The ad for Cash4Gold, where rapper MC Hammer is reduced to selling his bling as pitchman Ed McMahon cashes in his gold toilet, won the top spot in Advertising Age rankings of Super Bowl spots. Tim Calkins, a marketing professor for the Northwestern University's Kellogg School of Management, said this was "almost the most astonishing development on Super Bowl." "It's a very sad reflection of where we are in the economy right now: Sell us your precious items and we'll melt them down into cash," said Calkins.

Houston Chronicle

Local Super Bowl viewership falls
2/2/09
From the article: In the more subjective report card for Super Bowl advertising, Monster.com's "Moose" ad was the top-rated spot in the annual survey conducted by the Kellogg School of Management at Northwestern University. Doritos' "Crystal Ball" spot was the most-replayed ad among TiVo users, and two Budweiser ads topped the AOL.com popularity poll. Northwestern students rated Monster.com over CareerBuilder.com, Doritos, E*Trade and Denny's in what the group considered the top flight of Super Bowl ads. The group was less enthused with SoBe Lifewater, H&R Block, GoDaddy.com, Vizio and Toyota. "One of the surprises was Budweiser," said Derek Rucker, an assistant professor of marketing who helps administer the study. "Bud usually has a strong assortment of ads, and things were much more mixed this year." Rucker said ad quality may have been hampered by the fact that several traditional advertisers, including FedEx, opted out of the market this year.

Wall Street Journal (The Super Blog)

Ad Reactions From Kellogg Students
2/1/09
Kellogg students Stephanie Kahn, Alex Barth and Lindsay Rubin comment on the Super Bowl ads during the 2009 Super Bowl Advertising Review, led by Clinical Professor of Marketing Tim Calkins and Assistant Professor of Marketing Derek Rucker.

ABC World News with Charles Gibson

The Strategy Behind Super Bowl Ads
2/1/09
Clinical Professor of Marketing Tim Calkins comments on the tone of this year's Super Bowl ads.

Good Morning America

Tune in for the Commercials
2/1/09
Clinical Professor of Marketing Tim Calkins comments on the tone of this year's Super Bowl ads.

Wall Street Journal (The Super Blog)

Kellogg Ad Reactions on SoBe and Monsters vs. Aliens
2/1/09
Kellogg students Alex Barth and Lindsay Rubin comment on Super Bowl ads during the 2009 Kellogg School Super Bowl Advertising Review, led by Clinical Professor of Marketing Tim Calkins and Assistant Professor of Marketing Derek Rucker.

The Independent (Ireland)

Superbowl feels crunch
2/1/09
From the article: The TV commercials that pepper the game are usually the stuff of Madison Avenue legend -- vastly expensive productions cloaked in secrecy until their dramatic mid-game unveiling. But this year, "advertisers have to strike a delicate balance," Tim Calkins, a marketing professor at the Kellogg School of Management, told the New York Times, "they don't want to appear too flip, making light of a tough situation."

The Associated Press

Economic woes don't disappear from Super Bowl ads
2/1/09
From the article: Even if it's not obvious at first, some of those commercials showed a hard edge seldom seen in Super Bowl ads, said Tim Calkins, an analyst at the Kellogg School of Management at Northwestern University. Several took on competitors directly: an Audi ad depicted other luxury cars, a Teleflora ad mocking "flowers in a box" was directed at Internet flower delivery services and the H&R Block ad scared potential customers about less reliable tax preparers. The economy "is forcing advertisers to really think about how they are going to drive sales," Calkins said. "What they're doing is really focusing on differentiation."

St. Louis Post-Dispatch

Anheuser-Busch says Super Bowl strategy is still good business
2/1/09
From the article: The Super Bowl is the most prominent symbol of Anheuser-Busch's reverence for marketing. The broadcast is the brewer's most important opportunity to impress America's biggest audience with a blend of humor, surprise and slick production. Over two decades, A-B has built the game into an advertising platform most companies can only envy. "It's very difficult to make a great Super Bowl commercial," said Tim Calkins, clinical professor of marketing at the Kellogg School of Management at Northwestern University. "If anybody has the Super Bowl figured out, it's Anheuser-Busch."

The Scotsman (Scotland)

Excesses of Super Bowl kicked into touch by slump
1/31/09
From the article: Other Super Bowl regulars missing from the big screen will be the scantily clad lingerie models of Victoria's Secret and the delivery drivers of FedEx, though Pepsi and the makers of Budweiser beer were able to afford an asking price, up 11 per cent on last year. Prof Calkins said the slow take-up for advertisements that will be seen by an estimated US audience of 100 million points to a definite downturn. "In September, NBC was saying it had sold something like 90 per cent of slots, and this week they were saying exactly the same thing," he said. "They'll sell them all, but you can be sure there is a lot of aggressive negotiating going on. The list price is $3 million, but what people actually pay is quite different."

Financial Times

Advertisers toe Obama's line at the Super Bowl
1/31/09
From the article: Getting the tone right is key, marketers say. To the freshly unemployed, lavish marketing spending could come over as distasteful, especially for advertisers such as CareerBuilder.com, a website for jobseekers, which announced 300 job cuts last month. "When you're cutting salaries and laying people off, it's hard to explain why you're buying a Super Bowl spot," said Tim Calkins, a professor of marketing at Northwestern University.

The Buffalo News

Too commercial? Hey, that's what the Super Bowl is all about
1/31/09
Clinical Professor of Marketing Tim Calkins comments on the tone of this year's Super Bowl ads.

The Boston Globe

Locals plan Twitter experiment on Super Bowl ads
1/30/09
From the article: "Evaluating these spots has become a bit of a national pastime," said Professor Tim Calkins, who is part of a separate effort at Northwestern University's Kellogg School of Management to rate Super Bowl advertising....At Northwestern's Kellogg School of Management, marketing students don't operate under such tight restraints, and they are encouraged to focus on the advertiser, rather than a specific ad, Calkins, the professor, said. For instance, Anheuser-Busch InBev, the global beer brewer, generally runs several ads during the Super Bowl, and so participants in the Kellogg forum might comment on how all of the company's Super Bowl ads collectively advanced the company's brand message. Calkins and a colleague, Professor Derek Rucker, then aggregate all the data and develop rankings before publishing results online.

The Guardian (England/UK)

Super Bowl feels boot of global recession
1/30/09
From the article: "'The Super Bowl is, in many ways, a reflection of the US economy,' said Tim Calkins, a professor of marketing at Northwestern University's Kellogg school of management in Illinois. 'It's a very American spectacular and it's still an unrivalled marketing event but there's no question that demand is noticeably softer than in previous years.' Calkins believes the slow take-up rate for the lucrative in-game advertisements points to a definite downturn. 'If you go back to September, NBC was saying that it had already sold something like 90% of slots, yet here they are this week saying exactly the same thing,' he said."

Maclean's (Canada)

How to make a perfect Super Bowl ad
1/30/09
From the article: Tim Calkins, a marketing professor from Northwestern University’s Kellogg School of Management, has spent the last few years trying to nail it down. On Feb. 1, Calkins will gather about 40 marketing students together to rate the commercials (and perhaps watch a bit of football). Their resulting review, published annually since 2005, is based on a strategic set of criteria that’s designed to identify the ads most likely to increase sales and enhance the brand. “We’re less worried about creativity and humour on its own and more worried about which spots are building the business,” says Calkins. “It’s easier to make a funny spot than it is to make a funny spot that sells the product.” The most successful Super Bowl ads from a business perspective, he says, are the ones that break through with viewers while focusing heavily on branding. For instance, last year’s winner, Proctor & Gamble’s Tide to Go ad (which featured a talking coffee stain), earned the review’s top grade for being both “entertaining” and having “clearly communicated the relevant product benefit.” But Calkins says that probably the most masterful marketer when it comes to consistently getting that mix of fun and product messaging right is Budweiser brewer Anheuser-Busch. “If there’s a playbook, Anheuser-Busch has it. You see the product from the first to the last frame,” he says. “They tell a funny joke. And they make the spot all about the product. You can’t tell a story about their ad without mentioning the brand.”

MediaPost.com

Git Yer Super Bowl Ad Previews Here, Previews ...
1/30/09
The article highlights a New York Times interview featuring Clinical Professor of Marketing Tim Calkins.

MSNBC

Trying to be risque ... in a sober, slapstick way
1/30/09
From the article: This year, the risks are even greater, as advertisers grapple with how to strike the right tone for an audience stung by the worst recession in decades, and yet perhaps not wanting to be hammered by that reality on Super Bowl Sunday. “There’s going to be even more scrutiny than usual,” said Tim Calkins, clinical professor of marketing with Northwestern University’s Kellogg School of Management, and a longtime follower of Super Bowl advertising.

Clear Admit Blog

Kellogg School of Management to Lead Fifth Annual Super Bowl Advertising Review
1/30/09
The article profiles the Kellogg Super Bowl Advertising Review, led by Clinical Professor of Marketing Tim Calkins and Assistant Professor of Marketing Derek Rucker.

The Journal News

Pepsi stays on Super Bowl roster with 3-D ad
1/29/09
From the article: NBC has sold most of the ads for its Super Bowl broadcast for less than it originally planned to charge, partly reflecting a soft ad environment and decisions by General Motors Corp., FedEx Corp. and other companies not to advertise in a slowing economy. "Super Bowl spots are not selling like they have in past years," said Tim Calkins, a marketing professor at Northwestern University's Kellogg School of Management in Evanston, Ill. "Demand has not materialized."

Forbes.com

Super Bowl In A Recession
1/29/09
Clinical Professor of Marketing Tim Calkins writes about the anticipated changes for Super Bowl advertising amidst an economic downturn.

Houston Chronicle

Escape reality, for 30 seconds; Ads will try to take our minds off the economic mess
1/29/09
From the article: Northwestern University professor Derek Rucker, who oversees an annual Super Bowl advertising review conducted by students at the university’s Kellogg School of Management, said that while viewers want to get their jollies from Super Sunday ads, they also expect good judgment by advertisers. “The tricky thing for some brands is that consumers may be thinking about the ($3 million) price tag,” he said. “If they’re thinking about that, you’d better deliver. Consumers usually give these ads a lot of scrutiny, and I expect there will be more of that this year.” Accordingly, Rucker said, he expects advertisers to take fewer risks — certainly nothing along the line of the groundbreaking “1984” commercial from Apple a quarter-century ago — and to focus on campaigns that promote long-term value. That concept, in fact, may explain why a company like E-Trade stays in the Super Bowl at a time when the stock market is floundering. “If you’ve got a long-term perspective, you’re thinking about what can happen when the economy gets better. You’re steering the boat,” Rucker said. “The Super Bowl is a dangerous proposition for a brand that needs everything to hit now. If you’re building equity in a brand, money invested now can be a big payoff down the line.”

UPI

Some companies foregoing Super Bowl ads
1/11/09
From the article: "I suspect we will see some new approaches this year," said Timothy Calkins, professor of marketing at Northwestern University. "Overall, I think there will be a more quiet, serious tone. This makes sense. The best marketing efforts connect with people on a deep, emotional level, and right now many people are worried about their jobs and the economy."

ESPN.com

The commercial that ruined that Super Bowl
1/26/09
From the article: And — most important — the notion of the Super Bowl as a mecca for "edgy" and absurdly expensive advertising was born. "That's the inspiring part of it," says Derek Rucker, an assistant professor of marketing at Northwestern's Kellogg School of Management, who has studied and taught about Super Bowl advertising. "It does tell you that advertising, when done right, can be of interest to consumers."…. Rucker referred to these ads as "animal executions"; he considers it a trend, and he wonders how long it will last. I consider it the perfect example of how "1984" has spawned a monster (though, in this case, the monster might be a Stegosaurus racing a FedEx delivery man on the surface of the moon). In order to capture our attention, in order to make us buzz, in order to live up to the attendant hype that occurs when every party and bar audience in America pauses during the commercial breaks, these companies have largely resorted to simple ideas, silly ideas, empty ideas (and even the "big" ideas, like Under Armour's attempt to bring back the ethic of "1984" by selling shoes last year, seem confusing and overtly corporate).

Bloomberg

NBC Sells Most Super Bowl Ads for Under $3 Million
1/27/09
From the article: The financial crisis has forced marketers to slash budgets. General Motors Corp. and FedEx Corp. are among advertisers passing on the Super Bowl this year for the first time in more than a decade. In May, NBC said it wanted $3 million per ad, 11 percent more than the $2.7 million News Corp.’s Fox charged last year. “Super Bowl spots are not selling like they have in past years,” Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management in Evanston, Illinois, said in a telephone interview. “Demand has not materialized.”

Bloomberg

Super Bowl Ads Feature Denny’s Deals, Pedigree’s Pets, No GM
1/29/09
From the article: NBC’s asking price was 11 percent more than the $2.7 million News Corp.’s Fox charged on average last year, when the New York Giants beat the previously undefeated New England Patriots. That game drew a record 97.5 million viewers. This year, the Pittsburgh Steelers will play against the Arizona Cardinals in Tampa, Florida. “The Super Bowl is still a unique advertising venue because you really can reach a huge percentage of the U.S. population at one moment,” said Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management in Evanston, Illinois.

NPR (National Public Radio)

Marketing When Consumers Aren't Buying
1/29/09
Timothy Calkins, clinical professor of marketing, discusses how companies market during recessions.

New York Times

Upbeat but Sympathetic: A Fine Line for Super Bowl Ads
1/30/09
From the article: The advertisers, which are spending up to $3 million for each 30-second commercial during Super Bowl XLIII, have a tricky task before them. They must figure out the right way to speak to consumers worried about the wretched economy while at the same time not ignore the long-standing appeal of Super Bowl Sunday as a night of escapist fare. “Advertisers have to strike a delicate balance this year,” said Tim Calkins, a marketing professor at the Kellogg School of Management at Northwestern University. “They need to recognize the environment we’re in,” Mr. Calkins said, “so they don’t want to appear too flip, making light of a tough situation.”

Los Angeles Times

Super Bowl XLIII: Ads promote that feel-good aura
2/1/09
From the article: Ever since, Super Bowl ads have been a zeitgeisty barometer of the state of the union. Says Tim Calkins, a professor at the Kellogg School of Management at Northwestern University, “If you look at what runs in the Super Bowl each year, there’s a reflection of what’s happening in the country. It’s sort of a reflection of who we are.” In fat years, Super Bowl ads tell us that things look bullish for America. In lean years, they’re meant to reassure us that, sooner or later, the bears will slink away and Britney Spears once again will lead us in a Pepsi toast to prosperity. So what about this year, as the country writhes in the coils of a monstrous recession and its newly anointed leader warns of many more tough months to come? “It is certainly a different environment,” says Calkins.

RedEye

Hype dream
1/29/09
From the article: Super Bowl ads can make or break a brand, said Tim Calkins, the Northwestern University professor who heads the Kellogg School Super Bowl Advertising Review. The investment is even riskier this year amid a weak economy. A number of former Super Bowl mainstays are taking a veritable bye week, including FedEx and GM. Both brands opted not to run spots this year for financial reasons, The Associated Press reported. "The lineup is not what it usually is for Super Bowl 2009," said Calkins, who along with an approximately 35-member group of faculty and students, have judged ads the past five years.

MSNBC.com

At $3 million, Super Bowl ad time is ... cheap?
1/20/09
From the article: That attention is what makes the game prime TV real estate for advertisers. “It’s an incredibly unique advertising opportunity," said Tim Calkins, professor of marketing at Northwestern University. "There is more and more media fragmentation. The Super Bowl is the rare opportunity to reach across demographics. If you have a major new campaign, there is no better place to introduce it."

Chicago Tribune

Monster, CareerBuilder going head-to-head with Super Bowl ads
1/20/09
From the article: Chicago-based CareerBuilder is partially owned by Tribune Co., owner of the Chicago Tribune. Derek Rucker, a marketing professor at Northwestern University’s Kellogg School of Management, said CareerBuilder has a lot riding on this year's game, given Monster's appearance. "You don't want Monster to do a better job than you and become associated with the Super Bowl," Rucker said.

FOX Business

$3M for 30 Secs: Recession Weighs on Super Bowl Ads
1/19/09
From the article: “I think there’s no question that [the economy] affects the Super Bowl and it decreases interest in being in the game. This year it’s a lot harder for companies to step up and make the commitment,” said Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management….The Super Bowl is “always a little window into the state of the economy and the prospects of different companies because if you are going to buy a Super Bowl spot you have to be a little bit optimistic about the future,” said Calkins, who noted the 2000 game featured a number of dot-com companies ahead of the bursting of the tech bubble.

Associated Press

Super Bowl remains a big bash, but ads toned down
1/18/09
From the article: While some high-profile advertisers have pulled the plug, many are staying put and some, such as Mars Inc.'s Pedigree pet food, will appear in the Super Bowl for the first time. But the tone of some ads this year will reflect tough times. As Tim Calkins, marketing professor at Northwestern University's Kellogg School of Management puts it: A good ad connects with its audience. And that audience is stressed about finances.

St. Louis Post-Dispatch

Super Bowl ads to emphasize Anheuser-Busch's long-held values
01/16/09
From the article: The company is planning to air three commercials starring the Budweiser Clydesdales. The spots are not a trilogy, but they do represent three distinct human values, said Levy: love, competition, and heritage and tradition. Anheuser-Busch's typical approach on the Super Bowl is about branding — reminding people of the underlying values that make its products special, said Tim Calkins, clinical professor of marketing at Northwestern University's Kellogg School of Management. With strong images like the Clydesdales, "you can really make people feel good about the brand," Calkins said.

MarketingVox.com

Industry Buzz & Snippets
01/13/09
The article highlights the Kellogg Super Bowl Advertising Review, led by Clinical Professor of Marketing Tim Calkins and Assistant Professor of Marketing Derek Rucker.

CNNMoney.com

How $3 million gets you 30 seconds
1/12/09
From the article: "The Super Bowl is completely unique in its ability to reach everybody at the same time," said Tim Calkins, marketing professor of the Kellogg Super Bowl Advertising Review. "There's nothing else that's even close."…. Calkins of the Kellogg Super Bowl Advertising Review said that much of the air time was sold in September, and that some advertisers might regret their purchases, given the worsening state of the economy. "Early in the fall, most of the spots were sold out," he said. "That, of course, was before the economy really went south. The advertisers were stuck with them. There was a very strong initial demand, and there's a very different climate right now."

San Francisco Chronicle

Super Bowl ads may be more subdued
1/11/09
From the article: “Millions of people will be donning their glasses and waiting for the commercials," said Timothy Calkins, professor of marketing at Northwestern University. "It is a rather astonishing thought ... millions of people waiting for a commercial.”.... Northwestern's Calkins said he wonders whether "the usual formula will still work" for ads this year. Will lighthearted jokes still resonate in a down economy? Will they fall flat? "I suspect we will see some new approaches this year," Calkins said. "Overall, I think there will be a more quiet, serious tone. This makes sense. The best marketing efforts connect with people on a deep, emotional level, and right now many people are worried about their jobs and the economy."

Advertising Age

Does a $3M Super Bowl Ad Make Sense in a Recession?
1/12/09
An article by Clinical Professor of Marketing Tim Calkins and Assistant Professor of Marketing Derek Rucker which comments on Super Bowl advertising amidst the nation’s current economic recession.

Brandweek

For Some, 'Taste Test' Ads Are Leaving a Bad Taste
1/10/09
From the article: Nevertheless, comparison ads seem to be used consistently, regardless of the economy. “These things go in cycles,” said Derek Rucker, an assistant professor at Northwestern University’s Kellogg School of Management. Rucker pointed out that Miller Lite had initiated taste tests against Bud Light in 2005, well before the economy went sour.

Reuters

Recession raises stakes for Super Bowl advertising
1/6/09
From the article: "The Super Bowl remains this incredibly unique advertising opportunity because you get all this focus and all this attention and all the PR buzz around it," says Tim Calkins, a professor of marketing at Northwestern University.

"That's huge and that's still the case. The hard part now is it's a tough year to justify the spending and it is a tough year to hit the right tonality on the game," he added.

Marketing Daily

Super Bowl Marketers Must Gauge Sensitivity
1/6/09
From the article: [Clinical professor of marketing Tim] Calkins says two trends he sees for Super Bowl XLIII are the continuation of integrated follow-up campaigns. "That has been increasing every year and that will increase this year," he notes. "What they are really buying is the ability to create a much bigger campaign around [the Super Bowl]."

The other is that marketers will have to respond to the economy. "We will also see a lot of classic formula: humor, and big productions. But the wrinkle in all of this is the shift in the mood of the country and how advertisers will respond. And I think advertisers who try to be too flippant in this environment will miss the mark."

Financial Times (Management Blog)

Super Bowl advertisers work on their tactics for the big game
1/7/09
The article profiles the 2009 Super Bowl Advertising Review and its new blog, led by clinical professor of marketing Tim Calkins and assistant professor of marketing Derek Rucker.

2008 Coverage

New York Times

An Ad With Talking Pandas, Maybe, but Not With Chinese Accents
February 6, 2008

Baltimore Sun

Under Armour's ad takes a few hits
February 5, 2008

Advertising Age

Don't overemphasize ROI as single measure of success
February 4, 2008

Associated Press

Giant balloons, comical humans compete for massive audience in this year's Super Bowl ads
February 4, 2008

Baltimore Business Journal

Under Armour Super Bowl ad stays true to 'brand identity,' marketing experts say
February 4, 2008

Bloomberg News

Super Bowls Draws Record Viewers; Budweiser Tops Ads
February 4, 2008

BusinessWeek

Super Bowl Commercials XLII: The ads during this year's game had a different feel from last year, but the expectations—and cost—were plenty high
February 4, 2008

CNNMoney.com

Super Bowl ads: Giant cost, mixed returns
February 4, 2008

New York Sun

Anheuser-Busch Reigns as Super Bowl Ad King
February 4, 2008

Reuters

Supermodels and celebrities dominate Super Bowl ads
February 4, 2008

Reuters

Bud, Tide, Pepsi winning brands in Super Bowl polls
February 4, 2008

Wall Street Journal

Coke, Clydesdales Score With Super Bowl Viewers
February 4, 2008

Los Angeles Times

The Garage: Focus on autos; A pivotal play for Hyundai
February 2, 2008

Tampa Tribune

Game Plan Calls For Some Super-Wacky Ads
February 1, 2008

Akron Beacon Journal

Startup bets on Super Bowl
January 31, 2008

Los Angeles Times

Super Bowl ads playing overtime
January 31, 2008

MSNBC.com

Super Bowl advertising is risky business
January 31, 2008

CNNMoney.com

Super Bowl ads: $2.7 million and worth it
January 25, 2008

Chicago Tribune

Marketers announce ad lineup for Super Bowl
January 22, 2008

MediaPost.com

Analysts Seek 'Aha!' Moment In Super Bowl Advertising
January 22, 2008

2007 Coverage

New York Times

Multiplying the Payoffs From a Super Bowl Spot

January 26, 2007

Clinical Professor of Marketing Tim Calkins comments on maximizing the value of a Super Bowl ad. “It’s not right for everyone,” said Tim Calkins, a professor of marketing at the Kellogg School of Management at Northwestern University. “Some of them, you scratch your head,” he added. “In the hype of the Super Bowl, they get carried away.” But for “the right marketer, the Super Bowl makes wonderful sense if you think of it as a springboard to other things,” Professor Calkins said, adding: “Put the ads on the Internet. Get all the P.R. you can. Make the most of your media investment.”


MSNBC

Super Bowl marketers turn to amateurs

Advertisers reach out to YouTube generation, engage couch potatoes

January 9, 2007

Clinical Professor of Marketing Tim Calkins comments on the advertiser’s risk in airing user-generated content.

“I don’t think saying it was produced by somebody in Nebraska or at home in a basement gives them an out,” said Tim Calkins, a clinical professor of marketing with Northwestern University’s Kellogg School of Management.


AP

Doritos, Chevy feature spots made by amateurs

Clydesdales, talking critters — and non-pros — star on Super Bowl Sunday

February 4, 2007

Clinical Professor of Marketing Tim Calkins comments on the panel’s reaction to Super Bowl XLI ads.
Tim Calkins, a marketing professor at the Kellogg School of Management at Northwestern University who runs a panel of students to rate the ads, called this year’s batch a “mixed bag,” saying advertisers were “being safe,” with no one “pushing the edge of either creativity or taste.” An ad early in the game for Blockbuster Inc. with computer animations of animals trying to push, click and — ouch — drag an actual mouse resonated well with members of his panel, who said it was creative and also delivered the company’s message. The panel found a spot by King Pharmaceuticals Inc. showing a guy dressed up in a giant red heart costume “puzzling,” while Garmin International Inc.’s oddball spot with a showdown between a superhero-like character and a monster made from maps was deemed “hard to follow.”


Reuters

Advertisers go for Super Bowl laughs, playing it safe

February 4, 2007

Clinical Professor of Marketing Tim Calkins comments on the value of Super Bowl and marketer’s pressure to succeed. “From an advertisers' perspective, this game is very unique,” said Tim Calkins, professor at the Kellogg School of Management, where he oversees their Super Bowl advertising review. “The ad profiles keep going up, but so do the costs,” he said. “As a result, I think this year the spots were very broad-based, very safe, nobody was pushing the limits creatively.”

2006 Coverage

Associated Press

A February in Overdrive: Super Bowl and Olympics

January 18, 2006

Clinical Professor of Marketing Tim Calkins comments on the value of Super Bowl and marketer’s pressure to succeed.
"Fragmentation means more and more shows get lower and lower ratings," said Tim Calkins, a marketing professor at the Kellogg School of Management at Northwestern University. "Events like the Super Bowl are arguably the only places advertisers can reach everyone in the U.S. at one time." That means the pressure is on to come up with stand-out spots, Mr. Calkins said, because expectations are very high. "Some succeed at it," he added. "Some fail."


San Francisco Chronicle

Super Bowl kicks off season for showcase commercials

January 27, 2006

Clinical Professor of Marketing Tim Calkins comments on the value of Super Bowl and marketer’s pressure to succeed.
The Super Bowl in particular is "a very-high-attention event," said Tim Calkins, professor of marketing at the Kellogg School of Management at Northwestern University. "If you're in that space with a message that doesn't resonate, conceivably it court hurt you,'' he said.


Washington Post

Advertising's Big Game
Spots on Traditional TV Still the Biggest Show On Super Bowl Sunday

January 14, 2006

Clinical Professor of Marketing Tim Calkins comments on Super Bowl ad costs.
"Pricing for the Super Bowl is unlikely to skyrocket because if it goes too high, people would say, 'I'll drop my money into the Olympics,' " said Timothy Calkins, a professor of marketing at Northwestern University's Kellogg School of Management.


CNNMoney.com

SB XL ads: A druid, Fabio and the King

January 21, 2006

Clinical Professor of Marketing Tim Calkins comments on the unique marketing opportunity the Super Bowl provides.
Tim Calkins, a professor of marketing at Northwestern University's Kellogg School of Management, said the Super Bowl continues to attract top companies, in spite of the Olympics. He says it's a rare event: a time when approximately 90 million people will be paying close attention to the commercials, even if they don't care about the game.

"The Super Bowl still has the biggest media impact. It's a one-shot reach everybody type of event," said Calkins. "A lot of people watch the Super Bowl just for the advertising. People don't watch the Olympics that way."

 

2005 Coverage

BusinessWeek

When It Comes to Super Bowl Ads, Students Probably Carry More Weight Than I Do
February 7, 2005

Review results reported in post-game blog entry
The Kellogg School of Management, awarded a grade of “A” to five advertisers: Emerald Nuts, MasterCard, Pepsi (Pepsi and Diet Pepsi), Tabasco and Toyota Prius. Toyota was the highest ranked advertiser, followed by Pepsi. The panel thought the Pepsi and iTunes promotion was particularly effective...when advertisers tally up the buzz from the post game ad analysis, and assign importance to results, two groups of twentysomething students in LA and Chicago will trump this 41-year old bloviating blogger from New Jersey.


Associated Press

Super Bowl ads range from the safe to just plain puzzling
February 6, 2005

Clinical Professor of Marketing Tim Calkins provides insight to the Super Bowl ad success of Anheuser-Busch.
Calkins said his students were especially impressed with a spot for Anheuser-Busch's Bud Light in which a scared parachuter is left alone in a plane after the pilot jumps out, having grabbed a six-pack of Bud Light from the parachuting instructor. "It got attention, it was well branded ... and people really liked it. It communicated a desire for Bud Light," Calkins said.


San Diego Union-Tribune

Most viewers can't recall who made them
February 4, 2005

Clinical Professor of Marketing Tim Calkins discusses the challenges of Super Bowl advertising.
“Schick ran an ad in the Super Bowl last year, but data says people recall it as being a Gillette commercial," Calkins said. "Then there were the cowboys herding cats a few years ago. It was a very funny ad. You look at it as a piece of film. But who was it for? And what was the point? We don't know.” It was for EDS, an information technology consulting firm. Calkins decried the Reebok ad that ran in 2004 and featured linebacker Terry Tate wreaking havoc in an office. “I never really saw a pair of sneakers in that ad,” he said. “A lot of ads are likable, but you don't know who they're for.”

 

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Assistant Director, External Communications Email Taryn 847.467.1492
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