The Kellogg Bowl: 2021 Super Bowl Ad Review

Kellogg Super Bowl Ad Review 2017

Super Bowl Advertisers Brace for a Different Game Day - Kellogg School of Management Professors Available for Interviews

Kellogg School Professors and Students Rank Brands in the School's 17th Annual Super Bowl Ad Review

The biggest game in football doubles as the biggest night in advertising – the Super Bowl. This year's game is expected to look and feel different, including more safety precautions on and off the field following 2020's challenging year. Yet advertisers see value in the big game, paying nearly the same price tag of $5.5 million for a 30-second spot on Super Bowl Sunday, Feb. 7, 2021, compared to approximately $5.6 million in 2020.


Meet the experts behind Kellogg Super Bowl Ad Review

The Kellogg School Super Bowl Advertising Review panel comprises Kellogg Marketing Club students, led by two of Kellogg’s most widely recognized marketing professors, Tim Calkins and Derek Rucker.

Tim Calkins

Clinical professor of marketing

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

Derek Rucker

Sandy and Morton Goldman Professor of Entrepreneurial Studies in Marketing

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.

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