The Kellogg Bowl: 2020 Super Bowl Ad Review
Super Bowl Advertisers Line Up for the Big Game Day – Kellogg School of Management Professors Available for Interviews
Kellogg School Professors and Students Rank Brands in the School’s 16th Super Bowl Ad Review
The biggest game in football is the biggest night in advertising – the Super Bowl. This year, the majority of ad spots are sold out and brands such as Avocados from Mexico and TurboTax are estimated to be paying $5.6 million for a 30-second spot on Super Bowl Sunday, Feb. 2, 2020. Leading up to, during and after the big game, professors at Kellogg School of Management at Northwestern University are available to comment on the ads, trends and what we can expect from this year’s Super Bowl ads.
Microsoft wins at the 2019 Kellogg School Super Bowl Advertising Review
Burger King and Sprint Fumble during the Game
EVANSTON, Ill., (Feb. 3, 2019) – Microsoft was a big winner in strategic ad rankings with its “We All Win” ad in the 15th consecutive Kellogg School Super Bowl Advertising Review. Other brands that earned top marks include Amazon, Bumble, Expensify, Google, Pepsi and The Washington Post. On the flip side, Avocados from Mexico, Burger King, Mint Mobile, SimpliSafe, Sprint and Turkish Airlines received low grades for less effective advertising during this year’s Super Bowl.
Winning plays. 6 research-based criteria for scoring the ad
On Super Bowl Sunday, Kellogg MBA students work side-by-side with two of Kellogg’s most widely respected marketing professors, Tim Calkins and Derek Rucker, to apply the strategic ADPLAN framework to evaluate an ad’s ability to build its brand against six critical criteria: Attention, Distinction, Positioning, Linkage, Amplification and Net Equity.
Meet the experts behind Kellogg Super Bowl Ad Review
Tim Calkins
Award-winning teacher, author and consultant on marketing strategy and branding to major corporations, Professor Calkins compiled the first Super Bowl Advertising Review in 1999 and launched it in its current format in 2005. About Super Bowl ads, he says, "Creativity is great, and popularity is great, but at the end the day advertising has to build the business."
Derek Rucker
Co-developer of the ADPLAN framework, which emphasizes the assessment of advertising from a strategic perspective, Professor Rucker teaches advertising strategy and is frequently cited in major media outlets. He focuses his research on understanding what makes effective advertising communications and the motives underlying consumer consumption.
Kellogg on Branding
Kellogg continues to write the book on marketing and branding. Learn how to put our world-class thought leadership and real-world insights to work in your company.