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At the Super Bowl Advertising Review, Professor Derek Rucker (center) and Professor Tim Calkins (right) help students evaluate Super Bowl commercials in real time.

Superbowl Review

Kellogg hosts sixth annual Super Bowl Advertising Review

Professors Tim Calkins and Derek Rucker will help students examine Super Bowl commercials through an academic lens

12/28/2009 - Many marketers leap at the opportunity to advertise during the Super Bowl. But is a 30-second commercial worth its $2.5 to $3 million price tag?

On Feb. 7, 2010, Kellogg marketing professors and students will revisit that age-old question at the sixth annual Kellogg School Super Bowl Advertising Review. Derek Rucker, associate professor of marketing and the Richard M. Clewett Research Professor, and Tim Calkins, clinical professor of marketing, will serve as non-biased resources for students as they evaluate the advertisements in real time.

Students will judge the advertisements based on their potential to drive sales, favorably impact companies’ bottom lines and improve brand awareness, as opposed to evaluating the commercials according to their popularity. They will address questions such as:

  • What are the qualities of an effective Super Bowl advertisement?
  • What are the big advertising trends for the 2010 Super Bowl? What changes can viewers expect to see this year?
  • How should marketers leverage the Super Bowl buzz to increase their ROI?
  • As the economy rebounds, how will advertising messaging and consumer spending shift?

Leading up to game day, Professor Rucker and Professor Calkins will offer insightful commentary on these and other issues through their Super Bowl Advertising Review Blog.

Questions and interview requests surrounding the 2010 Kellogg School Super Bowl Advertising Review can be directed to Aaron Mays at