Past Results
Media coverage of the 2011 Super Bowl Advertising Review. For coverage in 2010, click here.
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
http://www.ajc.com/news/q-a-on-the-839499.html
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
http://www.telegraph.co.uk/finance/businessclub/8319648/Think-Tank-the-Super-Bowl-is-a-demonstration-of-advertising-best-practice-and-malpractice.html
Financial Times
Case study: GoDaddy and the Super Bowl
February 9, 2011
http://www.ft.com/cms/s/0/9ff5a8ba-347d-11e0-9ebc-00144feabdc0.html#axzz1GlrCVW61
First Business
Super Branding
February 8, 2011
http://www.firstbusinessnews.com/videos.php?video=fc14919f8a7d4d61bc1dff7ed722e077
Austin American-Statesman
HomeAway apologizes after 'test baby' furor
February 8, 2011
http://www.statesman.com/business/homeaway-apologizes-after-test-baby-furor-1241931.html?cxtype=rss_business
Medill Reports
Groupon fumbles with its Tibet Super Bowl commercial
February 8, 2011
http://news.medill.northwestern.edu/chicago/news.aspx?id=178019
Chattanooga Times Free Press
Chattanooga VW dealer: Wish we had new Passats
February 8, 2011
http://timesfreepress.com/news/2011/feb/08/vw-dealer-wish-we-had-new-passats/
NPR (Marketplace)
Super Bowl Ads Had Previews
February 7, 2011
http://marketplace.publicradio.org/display/web/2011/02/07/am-super-bowl-ads-had-previews/
ABC 7 Chicago
Best, worst Super Bowl commercials
February 7, 2011
http://abclocal.go.com/wls/story?section=resources/lifestyle_community&id=7943901
FOX Chicago News (Good Day Chicago)
February 7, 2011
http://www.myfoxchicago.com/dpp/good_day/super-bowl-ads-commercials-doritos-volkswagen-chrysler-rucker-20110207
NBC 5 Chicago (The Talk with Marion Brooks)
February 7, 2011
Poets & Quants
MBAs Flunk Lipton Brisk for its Super Bowl Ad Featuring Eminem
February 7, 2011
http://poetsandquants.com/2011/02/07/mbas-flunk-lipton-brisk-for-its-super-bowl-ad-featuring-eminem/
StacyBlackman.com
Kellogg MBAs Give Top Marks to Volkswagen During Super Bowl Ad Review
February 7, 2011
http://www.stacyblackman.com/2011/02/07/kellogg-mbas-give-top-marks-to-volkswagen-during-super-bowl-ad-review/
New York Times
Groupon Ad on Super Bowl Rated a Miss by Many Fans
February 7, 2011
http://www.nytimes.com/2011/02/08/business/media/08adco.html
Associated Press
Super Bowl ads: Eminem, Roseanne, singing cowboys
February 7, 2011
http://www.sfgate.com/cgi-bin/article.cgi?f=%2Fn%2Fa%2F2011%2F02%2F06%2Fnational%2Fa175238S17.DTL
Associated Press
Super Bowl ads: Eminem, Darth Vader, catering dogs
February 7, 2011
http://www.washingtonpost.com/wp-dyn/content/article/2011/02/06/AR2011020603866.html
Reuters
Bridgestone is tops in Super Bowl advertising buzz
February 7, 2011
http://www.reuters.com/article/2011/02/07/us-superbowl-advertising-polls-idUSTRE7165LM20110207
Reuters
Chrysler and VW among winners in Super Bowl ad battle
February 7, 2011
http://www.reuters.com/article/2011/02/07/industry-us-superbowl-advertising-idUSTRE7160PN20110207
Reuters (MediaFile blog)
Super Bowl Monday: The view from armchair copywriters
February 7, 2011
http://blogs.reuters.com/mediafile/2011/02/07/super-bowl-monday-the-view-from-armchair-copywriters/
CNNMoney.com
Super Bowl ad message: Recession's over, start spending!
February 7, 2011
http://money.cnn.com/2011/02/06/news/companies/super_bowl/
The Daily Telegraph (UK)
Super Bowl 2011 commercials: Groupon advert accused of making light of Tibet suffering
February 7, 2011
http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/8308008/Super-Bowl-2011-commercials-Groupon-advert-accused-of-making-light-of-Tibet-suffering.html
Edmunds Inside Line
Auto Ads Score Big With Super Bowl Viewers
February 7, 2011
http://www.insideline.com/chrysler/auto-ads-score-big-with-super-bowl-viewers.html
Crain’s Chicago Business
Groupon’s Tibet-themed Super Bowl ad lands with a thud
February 6, 2011
http://www.chicagobusiness.com/section/blogs?blogID=enterprise-city&plckController=Blog&plckBlogPage=BlogViewPost&uid=16ea2629-7e90-46f0-a706-dd6152764513&plckPostId=Blog:16ea2629-7e90-46f0-a706-dd6152764513Post:ff653818-dfc0-423c-b0fb-1235c3dbe91f&plckScript=blogScript&plckElementId=blogDest#axzz1E3kE4BYp
Akron Beacon Journal
UA to make Super Bowl pitch
February 5, 2011
http://www.ohio.com/news/115350829.html
Cleveland Plain Dealer
Super Bowl trivia proves big game is about more than football
February 5, 2011
http://www.cleveland.com/tv/index.ssf/2011/02/super_bowl_trivia_proves_big_g.html
MarketWatch.com
Super Bowl ads tell the economy's story
February 4, 2011
http://www.marketwatch.com/story/super-bowl-ads-tell-the-economys-story-2011-02-04
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
http://emoney.allthingsd.com/20110204/will-groupons-super-bowl-ad-be-a-touchdown-or-a-fumble/?mod=ATD_skybox
New York Times
Before Sunday, a Taste of the Bowl
February 4, 2011
http://www.nytimes.com/2011/02/04/business/media/04adco.html?_r=1&src=busln
Reuters
Chrysler looks to score with 2-minute Super Bowl ad
February 4, 2011
http://www.reuters.com/article/2011/02/04/us-chrysler-superbowl-idUSTRE71377U20110204
Forbes.com
Super Bowl XLV: Top Advertising Themes And Trends
February 4, 2011
http://www.forbes.com/2011/02/04/super-bowl-ads-trends-opinions-contributors-calkins-rucker.html
The Wall Street Journal Digital Network (FINS Sales & Marketing)
Can the Super Bowl Supercharge Your Career?
February 4, 2011
http://sales-jobs.fins.com/Articles/SB129659247779482007/Can-the-Super-Bowl-Supercharge-Your-Career?link=FINS_hp
AdWeek
Super Bowl Ads Work (Almost Every Time)
February 4, 2011
http://www.adweek.com/aw/content_display/community/columns/other-columns/e3i8c65782960614b16689c26064f61ef0c?pn=1
Associated Press
Super Bowl advertisers try to out-hype rivals
February 3, 2011
http://www.msnbc.msn.com/id/41412715/ns/business-business_of_super_bowl_xlv/
Forbes
The Super Bowl Ads You Can't Miss
February 3, 2011
http://www.forbes.com/2011/02/03/super-bowl-ads-leadership-cmo-network-must-watch.html
CNNMoney.com
Super Bowl ad: Is $3 million worth it?
February 3, 2011
http://money.cnn.com/2011/02/03/news/companies/super_bowl_ads/index.htm
Advertising Age
Will Social Media Slay the Super Bowl?
February 3, 2011
http://adage.com/cmostrategy/article?article_id=148644
Houston Chronicle
Austin company plugs vacation rentals during Super Bowl
February 2, 2011
http://www.chron.com/disp/story.mpl/ent/7409857.html
Houston Chronicle
What's worth $100,000 a second?
February 2, 2011
http://www.chron.com/disp/story.mpl/ent/7409883.html
Tampa Tribune
Superstars set to appear in super-priced Super Bowl ads
February 2, 2011
http://www2.tbo.com/content/2011/feb/02/021237/superstars-set-to-appear-in-super-priced-super-bow/news-breaking/
MediaPost (Marketing Daily)
HomeAway.com Reveals Super Bowl Ad
February 1, 2011
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143998
The Daily Beast
20 Most Effective Super Bowl Ads
February 1, 2011
http://www.thedailybeast.com/blogs-and-stories/2011-02-01/20-most-effective-super-bowl-commercials/
Atlanta Journal-Constitution
Coca-Cola unveils Super Bowl presence
January 31, 2011
http://www.ajc.com/business/coca-cola-unveils-super-822461.html
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
It’s the Super Bowl – let’s get social!
January 31, 2011
http://today.msnbc.msn.com/id/41261760/ns/business-business_of_super_bowl_xlv/
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
Car ads back in the Super Bowl spotlight
January 31, 2011
http://www.ft.com/cms/s/0/473fe418-2c96-11e0-83bd-00144feab49a.html#axzz1CcgWpzuK
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
Pressure is on to make Super Bowl ads
January 31, 2011
http://www2.timesdispatch.com/sports/2011/jan/31/pressure-is-on-to-make-super-bowl-ads-ar-809371/
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
Which Super Bowl commercial will win the buzz award?
January 27, 2011
http://www.star-telegram.com/2011/01/28/2803075/which-super-bowl-commercial-will.html
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
At the Super Bowl, carmakers are back in the game
January 14, 2011
http://www.reuters.com/article/2011/01/14/retire-us-superbowl-advertising-idUSTRE70D6QL20110114?feedType=RSS
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)
Comeback Brands Of 2011
December 22, 2010
http://blogs.forbes.com/jennagoudreau/2010/12/22/comeback-brands-of-2011-ad-marketing-super-bowl-chevy-gm-planters-mr-peanut/
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
http://bschool.hexun.com/2010-02-23/122733947.html
Associated Press
Audit finds US census preparations wasted millions
February 16, 2010
http://www.google.com/hostednews/ap/article/ALeqM5g_55YlmRHVISu4T57lRfuQ5DibNQD9DTAI300
Houston Chronicle
TV-Radio Notebook
February 12, 2010
http://www.chron.com/disp/story.mpl/sports/barron/6718112.html
Richmond Times-Dispatch
VCU grad is co-creator of ‘Parisian Love’ Google ad
February 10, 2010
http://www2.timesdispatch.com/rtd/business/local/article/B-ADAD10_20100209-205607/323216/
New York Times
Do-It-Yourself Super Ads
February 9, 2010
http://www.nytimes.com/2010/02/09/business/media/09adco.html
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
http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i4fe3d67e44c8b3ad5bed324d11c6865c
North by Northwestern
The five best and worst Super Bowl ads
February 9, 2010
http://www.northbynorthwestern.com/2010/02/67314/the-five-best-and-worst-super-bowl-ads/
Tampa Tribune
Maybe DeGeneres will bring humor to 'Idol'
February 9, 2010
http://www2.tbo.com/content/2010/feb/09/na-maybe-degeneres-will-bring-humor-to-idol/
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
http://www.latinspots.com/website/nota.php?notaid=20693
Honolulu Star-Bulletin
Ads score a record 48 minutes during Super Bowl
February 9, 2010
http://www.starbulletin.com/business/20100209_Ads_score_a_record_48_minutes_during_Super_Bowl.html
IT Business Edge
Social Media Scores in Super Bowl
February 9, 2010
http://www.itbusinessedge.com/cm/blogs/all/social-media-scores-in-super-bowl/?cs=39303
Financial Times
Smaller schools learn to play to their strengths
February 8, 2010
http://www.ft.com/cms/s/0/b6350122-1451-11df-8847-00144feab49a.html
Wall Street Journal
Denny's, Doritos, Snickers Score Big in Ad Bowl
February 8, 2010
http://online.wsj.com/article/SB10001424052748704197104575051411468485750.html
The Guardian (UK)
Google splashes out $5m on Super Bowl advert
February 8, 2010
http://www.guardian.co.uk/technology/2010/feb/08/google-super-bowl-advert
InternetNews.com
Google Earns High Marks for Super Bowl Ad
February 8, 2010
http://www.internetnews.com/search/article.php/3863581/Google+Earns+High+Marks+for+Super+Bowl+Ad.htm
DigitalJournal.com
MBA students say Google Super Bowl ad the most effective
February 8, 2010
http://www.digitaljournal.com/article/287245
Daily Caller
Worst in show: Census Super Bowl ad flops
February 8, 2010
http://dailycaller.com/2010/02/08/census-super-bowl-ad-flops/
Daily Caller
Obligatory Super Bowl advertisement round up
February 8, 2010
http://dailycaller.com/2010/02/08/obligatory-super-bowl-advertisement-round-up/
Daily Northwestern
Kellogg group picks which Super Bowl ads made the grade
February 8, 2010
http://www.dailynorthwestern.com/kellogg-group-picks-which-super-bowl-ads-made-the-grade-1.2142633
ABC 7 Chicago
Best and Worst Super Bowl Ads
February 8, 2010
http://abclocal.go.com/wls/story?section=news/entertainment&id=7264684
Advertising Age
Why Issue-Based Advertising Is Like Walking a Minefield
February 8, 2010
http://www.cmo.com/advertising/why-issue-based-advertising-walking-minefield
Atlanta Journal-Constitution
Atlanta companies say ‘We Dat!' with Super Bowl ads
February 8, 2010
http://www.ajc.com/business/atlanta-companies-say-we-293960.html
BNET
Google Takes Top Spot in Kellogg's Super Bowl Ad Review
February 8, 2010
http://blogs.bnet.com/mba/?p=1849
CBS 2 Chicago (Monsters and Money in the Morning)
Rating the Super Bowl Ads
February 8, 2010
http://cbs2chicago.com/video/?id=67509@wbbm.dayport.com
Chicago Public Radio (Eight Forty-Eight)
Ranking the Super Bowl Ads
February 8, 2010
http://www.wbez.org/Content.aspx?audioID=39883
Cleveland Public Radio (Sound of Ideas)
From Mad Men to Twitter Feeds: How Advertising is Evolving
February 8, 2010
http://www.wcpn.org/WCPN/soi/29610
CNNMoney.com
Super Bowl ads
February 8, 2010
http://money.cnn.com/2010/01/29/news/companies/mancrunch_ad_super_bowl/
Fox Chicago News (Good Day Chicago)
The Best (and Worst) of Super Bowl Ads
February 8, 2010
http://www.hollywoodreporter.com/hr/content_display/technology/news/e3ib96053a9e47796d75c18918c24ec34ea
GovernmentExecutive.com (FedBlog)
Super Bowl Reactions
February 8, 2010
http://blogs.govexec.com/fedblog/2010/02/super_bowl_reactions.php
Minnesota Public Radio
Super Bowl ads and the controversy
February 8, 2010
http://minnesota.publicradio.org/display/web/2010/02/08/midmorning3/
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
http://www.businessweek.com/news/2010-02-08/super-bowl-ads-ply-football-fans-with-beer-cars-humor-and-sex.html
Bloomberg News
Monday Morning Quarterbacking
February 8, 2010
Click here to read this article.
Reuters
Snickers, Doritos score extra points at Super Bowl
February 8, 2010
http://www.reuters.com/article/idUSN0813848320100208
Associated Press
Tebow Super Bowl ad strikes light-hearted tone
February 7, 2010
http://www.msnbc.msn.com/id/35287788/ns/business-business_of_super_bowl_xliv/
Reuters
Alongside gags, Super Bowl ads plumb male psyche
February 7, 2010
http://www.reuters.com/article/idUSN0722946420100208
Financial Times
The business of sport
February 7, 2010
http://www.ft.com/cms/s/0/8e01c2a4-127a-11df-a611-00144feab49a,dwp_uuid=2f7ecb9c-092b-11dc-a349-000b5df10621.html
WINS-AM (New York)
February 7, 2010
Search Engine Land
Google Airs TV Ad During Super Bowl – But Why?
February 7, 2010
http://searchengineland.com/hell-freezes-over-google-airs-super-bowl-a-35476
Financial Times
Lower league advertisers seize on Super Bowl
February 6, 2010
http://www.ft.com/cms/s/0/c1505678-1277-11df-a611-00144feab49a.html
Richmond Times-Dispatch
Super Bowl ads return to goofiness
February 6, 2010
http://www2.timesdispatch.com/rtd/business/local/article/B-BOWL06_20100205-202804/322522/
Associated Press
A look at advertisers in this year's Super Bowl
February 5, 2010
http://www.huffingtonpost.com/huff-wires/20100205/us-super-bowl-advertising-list/
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
http://www2.tbo.com/content/2010/feb/05/stakes-high-super-bowl-advertisers/
CBS 2 Chicago (Monsters and Money in the Morning)
February 4, 2010
Houston Chronicle
Super Bowl issue ads on offense
February 4, 2010
http://www.chron.com/disp/story.mpl/life/main/6851740.html
Richmond Times-Dispatch
New crop of Super Bowl ads features CarMax
February 4, 2010
http://www2.timesdispatch.com/rtd/business/local/article/B-SUPE04_20100203-221606/322074/
The Brand Show
Advertisers change the playbook for Super Bowl XLIV
February 4, 2010
http://odeo.com/episodes/25623458-Advertisers-change-the-playbook-for-Super-Bowl-XLIV
KCBS-AM (San Francisco)
February 3, 2010
Chicago Tribune
Religious ads just that — ads
February 3, 2010
http://www.chicagotribune.com/news/opinion/ct-met-schmich-0203-20100202,0,5181824.column
Markedsføring (Denmark)
Fedt – de afviste reklamen
February 2, 2010
New York Times
An Advocacy Ad Stirs a National Debate
February 1, 2010
http://www.nytimes.com/2010/02/02/business/media/02adco.html
Reuters
Rejected or not, Super Bowl ads generate buzz
January 29, 2010
http://www.reuters.com/article/idUSTRE60S6HK20100129
Clinical Professor of Marketing Tim Calkins comments on GoDaddy’s rejected Super Bowl commercial.
Marketing Daily
Beyonce Stars In Vizio's Super Bowl Spot
January 28, 2010
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=121477
Clinical Professor of Marketing Tim Calkins comments on the impact of celebrity endorsers within Super Bowl ads.
Atlanta Journal-Constitution
Coca-Cola plans big Super Bowl presence
January 27, 2010
http://www.ajc.com/business/coca-cola-plans-big285073.html?cxtype=rss_news_128746
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
http://www.stltoday.com/stltoday/business/stories.nsf/0/D366D6F4A2247EF3862576B8000CF5B7?OpenDocument
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
http://www.brandingstrategyinsider.com/2010/01/down-set-hike-pregame-buzz-around-the-super-bowl-ads-.html
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
Super Bowl spots mix sex, humor; Viral marketing a key element of XLIV commercials
January 18, 2010
http://www.btobonline.com/apps/pbcs.dll/article?AID=/20100118/FREE/301189982#seenit
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
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
http://bit.ly/aS37Nl
Clinical Professor of Marketing Tim Calkins comments on advertising trends and marketing challenges for Super Bowl advertisers.
Associated Press
Super Bowl ad prices fall; still cost millions
January 11, 2010
http://news.yahoo.com/s/ap/20100111/ap_en_tv/us_super_bowl_advertising
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."
|
