Super Bowl Ads shy from politics and mind their manners – 02/02/18
Article explains how many of this year’s Super Bowl advertisers are minding their manners and trying hard to steer clear of everything from politics to the #MeToo movement with lightly humorous ads that don't offend, quoting Professor Tim Calkins. "It may be that advertisers with risky ads are waiting for the game, hoping to protect the surprise and break through the clutter.” Also published in The New York Times.
Super Bowl 2018: The real contest — will viewers tune in? – 02/02/18
Article examines how after a year of bruising NFL TV ratings, analysts and advertisers are asking if the Super Bowl itself will emerge a winner — or suffer from a defeat if viewers tune out, quoting Professor Derek Rucker. “This is a critical test for the NFL. If they show a slip in ratings, the consequences will be massive. That price tag — $5 million for 30 seconds — is contingent on how many people are watching.”
Why Super Bowl ads still matter – 02/01/18
Article discusses why marketers still willing to throw down millions of dollars for a 30-second Super Bowl ad, quoting Professor Tim Calkins. “A lot of the trends that we've seen in the media world over the past decade have only made the Super Bowl more important.”
Clouds hang over 2018 Super Bowl bonanza – 01/30/18
Article quotes Professor Calkins about the impact of potential protests on advertising. He said, “Protests can become the center of discussion. This is a huge problem because you want people talking about the advertising.”