Media Coverage
2023 Coverage
2022 Coverage
Forbes
Super Bowl Advertising: The 2022 Edition
February 18, 2022
The Wall Street Journal
Super bowl Ads Suggest the future Is Now - From Crypto to the Metaverse
February 14, 2022
CNN
What the Super Bowl ads tell us about the current state of America
February 14, 2022
CBS News
The best and worst Super Bowl ads of 2022: Coinbase wins, Salesforce loses
February 14, 2022
Variety
Super Bowl Ad Rookies, Flush With New Cash, Swarm the Field
February 10, 2022
Crain's Chicago Business
Chicago's contribution to the best part of the Super Bowl: the ads
February 10, 2022
Fortune
Advertisers want to make Super Bowl commercials fun again this year
February 3, 2022
2021 Coverage
Forbes
The Very Worst Ads In Super Bowl LVFebruary 9, 2021
Marketing Daily
Seinfeld Has Puffy Shirt, Now Jason Alexander Has His Own Super Bowl Tide HoodieFebruary 8, 2021
Forbes
The Five Best Ads In Super Bowl LVFebruary 8, 2021
The New York Times
Reddit's 5-Second Ad Was an Unlikely Super Bowl WinnerFebruary 8, 2021
CBS
Super Bowl commercials: Winners and losers from the big gameFebruary 8, 2021
Associated Press
Super Bowl ads went for light humor. Not all succeeded.February 8, 2021
CNBC
Watch all the commercials from the 2021 Super BowlFebruary 7, 2021
BBC World
Super Bowl 2021February 7, 2021
The Wall Street Journal
Super Bowl Ads Go for Comedic CatharsisFebruary 7, 2021
Fast Company
How much does a Super Bowl ad cost? Here's how 2021 comparesFebruary 7, 2021
CNBC
Live updates: Watch Super Bowl 2021 commercials as they’re released
February 6, 2021
NPR
Thanks to Covid-19, Expect A Different Kind of Super Bowl Ad This Year
February 5, 2021
The Athletic
The Super Bowl TV commercial is an expensive risk or reward, especially in 2021
February 5, 2021
Business Insider
Major advertises are skipping the Super Bowl this year. Here's why that's a smart idea according to experts.
February 5, 2021
AdWeek
2021 Super Bowl Ads Are Funny, Festive and Full of Celebs. But Where Are The Face Masks?
February 5, 2021
CNBC
Super Bowl will welcome some new advertisers that had a great year during Covid pandemic
February 4, 2021
Los Angeles Times
Will the pandemic take the fun out of Super Bowl LV? Advertisers are cautious
February 4, 2021
Newsy
For Fatigued Audience, Big Game Advertisements Better Be Super
February 3, 2021
USA Today
"Walking the tight rope': Super bowl advertisers try to strike right tone after tumultuous 2020
February 3, 2021
Crain's Chicago Business
Planters is the latest brand to skip the Super Bowl to make a donation
February 1, 2021
Chicago Tribune
Funny, heartwarming or serious: Will Super Bowl ads be super boring this year as brands skirt controversy? January 29, 2021Variety
Super Bowl Ad Rookies Hope To Seize Field as Some Big Sponsors Exit January 29, 2021
USA Today
Super Bowl 55 commercial spots 'virtually sold out' despite dip in demand due to COVID-19January 27, 2021
Marketplace
Coke, Audi and Budweiser will sit out the Super Bowl
January 26, 2021
AdWeek
The Biggest Challenge for Super Bowl 2021 Advertisers: ToneJanuary 21, 2021
Forbes
Super Advertising: A Look Ahead At This Year's Super Bowl Advertising
January 5, 2021
Marketplace
Why multimillion-dollar Super Bowl ad slots are slower to sell out this year
December 18, 2020
2020 Coverage
CBS
Super Bowl Commercials: Winners Include Amazon and Jeep
February 4, 2020
Clear Admit
Super Bowl Commercials Breakdown with Kellogg Professor Derek Rucker
February 4, 2020
CNN
Why Google's 'Loretta' ad won the Super BowlFebruary 3, 2020
CNBC
Why pop culture throwbacks were such a big theme in the Super Bowl commercialsFebruary 3, 2020
HEAVY
Donald Trump Promotes Presidential Run During Super Bowl 2020February 2,, 2020
CHICAGO TRIBUNE
Last Super Bowl launched beer’s corn syrup wars. A year later, there’s one clear winner: Hard seltzer.January 31, 2020
BUSINESS BECAUSE
MBA Students To Judge Super Bowl 2020 CommercialsJanuary 31, 2020
HOUSTON CHRONICLE
Post Malone, Ellen among celebrity-rich ads for Super Bowl LIVJanuary 30, 2020
BAKERY AND SNACKS
Big profile snack brands are no shrinking violets when it comes to high-priced Super Bowl advertisingJanuary 30, 2020
CLEAR ADMIT
Northwestern Kellogg Professor Explores Value of Super Bowl AdsJanuary 30, 2020
USA TODAY
Political football: Donald Trump, Michael Bloomberg inject themselves into Super Bowl LIVJanuary 24, 2020
FORBES
Given The Cost, Does Super Bowl Advertising Make Sense?January 24, 2020
MEDIAPOST
Olay's Super Bowl Space Shot Stars All-Fem CastJanuary 15, 2020
AD AGE
5 Trends to watch in Superbowl LIV commercialsJanuary 24, 2020
2019 Coverage
CLEAR ADMIT
Kellogg MBA Students Choose Best 2019 Super Bowl AdsFebruary 6, 2019
HOUSTON CHRONICLE
Broadcast Audience for Super Bowl Drops AgainFebruary 5, 2019
ABC-7 CHICAGO
Super Bowl 2019: Best and Worst AdsFebruary 4, 2019
ADWEEK
Washington Post 'Thrilled' With First Super Bowl Spot, Perhaps Signaling a Change for the IndustryFebruary 4, 2019
ASSOCIATED PRESS
Super Bowl ad winners: Bud Light, AmazonFebruary 4, 2019
CBS NEWS
Super Commercials: Who Won and Lost the Biggest Day in TV MarketingFebruary 4, 2019
CBC NEWS (CANADA)
The Hits, Misses And Surprises of This Year's Super Bowl CommercialsFebruary 4, 2019
FOX CHICAGO
Best commercials from the 2019 Super BowlFebruary 4, 2019
NBC-5 Chicago
Super Bowl Ads that Hit and Missed SundayFebruary 4, 2019
SARASOTA HERALD-TRIBUNE
Pros weigh in on which Superbowl ads were the bestFebruary 4, 2019
WALL STREET JOURNAL
Robots' Lead Role in Super Bowl Ads Hint at Tech AnxietiesFebruary 4, 2019
HOUSTON CHRONICLE
Tony Romo, Jim Nantz Make Ugly Look Good for CBSFebruary 3, 2019
NEW YORK TIMES
Super Bowl Commercials 2019: Brands Play It Safe and Look to the FutureFebruary 3, 2019
REUTERS
Bud Light, Robots and AI Dominate Attention During Super BowlFebruary 3, 2019
US NEWS AND WORLD REPORT
Bud Light, Robots and AI Dominate Attention During the Super BowlFebruary 3, 2019
THE NEW YORK TIMES
Super Bowl Commercials 2019: Brands Play It Safe and Look to the FutureFebruary 3, 2019
MARKETWATCH
This Is How Much It Would Cost to Buy Everything Advertised During the Super BowlFebruary 2, 2019
POETS & QUANTS
How Kellogg MBAs Pick Super Bowl Ad WinnersFebruary 2, 2019
QUARTZ
It's the year of the sad robot at the Super BowlFebruary 2, 2019
QUARTZ
We're Hitting Peak 90s Nostalgia at the Super BowlFebruary 2, 2019
ATLANTA JOURNAL-CONSTITUTION
How much does it cost to air a Super Bowl ad?February 1, 2019
ESPN
Hour 2 With Guest Chris Herrington and Tim CalkinsFebruary 1, 2019
FORBES
How To Ambush Super Bowl AdvertisingJanuary 31, 2019
ADWEEK
Throw a Party, Buy a Spot: How Media Companies Capitalize on the Super BowlJanuary 30, 2019
AP
Super Bowl ads offer simple escapism with star powerJanuary 30, 2019
HOUSTON CHRONICLE
Advertisers take a pass on outrage at this year’s Super BowlJanuary 30, 2019
TRIB LIVE
Super Bowl ads offer simple escapism with star powerJanuary 30, 2019
LAS VEGAS REVIEW-JOURNAL
Watch some of the early-release 2019 Super Bowl ads — VIDEOJanuary 29, 2019
THE SEATTLE TIMES
Fouts talks offense and Super Bowl to PodcastOne Sports NowJanuary 29, 2019
HOLMES REPORT
Cause Marketing Likely To Play It Safer At This Year's Super BowlJanuary 28, 2019
THE WALL STREET JOURNAL
Blacture Edges Closer to Finally Launching Nearly One Year After an Introductory Super Bowl AdJanuary 18, 2019
FORBES
What Gillette Could Learn From CSR Ads In The Super BowlJanuary 17, 2019
2018 Coverage
ASSOCIATED PRESS
Ram truck ad using MLK speech draws backlashFebruary 6, 2018
OBSERVER-REPORTER
EDITORIAL: MLK’s Legacy should be protected from advertisersFebruary 6, 2018
Fortune
Commentary: Ram Probably Should’ve Read MLK's Whole Speech Before Using It in an AdFebruary 6, 2018
Associated Press
Here’s a look at the best and the worst Super Bowl adsFebruary 5, 2018
THE NEW INDIAN EXPRESS
Advertisers try playing up American values during Super Bowl, wades into controversy with voice of Martin Luther KingFebruary 5, 2018
YAHOO! SPORTS
raceAhead: The Two Super BowlsFebruary 5, 2018
CBS NEWS
Super Bowl ad for Ram trucks using MLK speech draws fireFebruary 5, 2018
THE HOUSTON CHRONICLE
Super Bowl TV audience declines, but streaming numbers growFebruary 5, 2018
THE KANSAS CITY STAR
Dodge Ram Super Bowl commercial featuring MLK speech angers many, including some in his familyFebruary 5, 2018
NEWSWEEK
What MLK Really Said About Advertising After Dodge Criticized for Using His Words to Sell TrucksFebruary 5, 2018
WGN RADIO
The Opening Bell 2/6/18: The Biggest One Day Points Drop…EverFebruary 5, 2018
POETS & QUANTS
Kellogg MBAs Name Best Super Bowl AdsFebruary 5, 2018
CLEAR ADMIT
Amazon—Not Eagles—Wins Super Bowl, According to Kellogg Ad ReviewFebruary 5, 2018
U.S. NEWS & WORLD REPORT
Ram Truck Ad Using MLK Speech Draws BacklashFebruary 5, 2018
SBS NEWS
Dodge slammed for using Martin Luther King’s voice in Super Bowl adFebruary 5, 2018
CBS NEWS
Super Bowl ad winners and losersFebruary 5, 2018
ABC7 CHICAGO
Reviewing the Super Bowl adsFebruary 5, 2018
YAHOO! SPORTS
In Super Bowl ads, a play for values and a contentious MLK messageFebruary 5, 2018
FOX SPORTS
Here’s a look at the best and the worst Super Bowl adsFebruary 5, 2018
KITV
Why Super Bowl ads still matterFebruary 5, 2018
THE WASHINGTON POST
Here’s a look at the best and the worst Super BowlFebruary 5, 2018
CBS PHILLY
Super Bowl Ads Shy From Politics And Mind Their MannersFebruary 5, 2018
WESTERN MASS NEWS
Watch: Some of the best Super Bowl ads of the nightFebruary 5, 2018
SUPER BOWL: Best & Worst Ads
SUPER BOWL: Best & Worst AdsFebruary 5, 2018
The New York Times
Martin Luther King Jr. Commercial for Ram Trucks Is Swiftly CriticizedFebruary 5, 2018
The New York Times
Advertisers Eschew Politics for Humor in Super Bowl CommercialsFebruary 5, 2018
CBC NEWS
Super Bowl commercials: the touchdowns and the letdownsFebruary 5, 2018
FOX SPORTS
Dodge Ram ad using MLK speech draws ire onlineFebruary 5, 2018
ABC NEWS
Here’s a look at the best and the worst Super Bowl adsFebruary 5, 2018
BLEACHER REPORT
Super Bowl Ads 2018: Latest Info on Cost of 2018 Super Bowl CommercialsFebruary 4, 2018
PR NEWSWIRE
Amazon wins at the 2018 Kellogg School Super Bowl Advertising ReviewFebruary 4, 2018
FOX Salt Lake City
Why Super Bowl ads still matterFebruary 4, 2018
ALTOONA MIRROR
Super Bowl ads shy from politics, mind mannersFebruary 4, 2018
MARKETWATCH
During the Super Bowl, expect TV commercials to discuss student debtFebruary 3, 2018
THE NEW YORK DAILY NEWS
Super Bowl ads shy from politics and mind their mannersFebruary 2, 2018
ABC NEWS
Super Bowl ads shy from politics and mind their mannersFebruary 2, 2018
BUSTLE
Will the Super Bowl Get Political? 2018 is Ripe For Statements Big & SmallFebruary 2, 2018
CBC News (Canada)
Judgement Day: The high stakes gamble of Super Bowl commercialsFebruary 2, 2018
CBS National
Super Bowl 2018: The real contest - will viewers tune in?February 2, 2018
RETAILWIRE
Is a Super Bowl ad worth $5 million?February 2, 2018
CNN MONEY
Why Super Bowl ads still matterFebruary 1, 2018
FORBES
Why Fans Will Love the New M&M Super Bowl SpotFebruary 1, 2018
Q13 FOX
Do Super Bowl ads even matter anymore?February 1, 2018
THE TIMES OF INDIA
Game plan for Super Bowl commercials: Avoid politicsFebruary 1, 2018
WTVA
Why Super Bowl Ads Still MatterFebruary 1, 2018
YAHOO! SPORTS
Super Bowl marketers play safe in politically charged atmosphereFebruary 1, 2018
CONSPIRACY TALK
See How Much It Will Cost To Advertise During The Super BowlJanuary 31, 2018
FORTUNE
Don’t Expect Super Bowl Ads to Be Political This YearJanuary 31, 2018
REUTERS
Game plan for Super Bowl commercials: Avoid politicsJanuary 31, 2018
SPORTSNAUT
You won’t believe how much a 30-second Super Bowl ad costs this yearJanuary 30, 2018
AdAge
Tuesday wake up call: Facebook, Grammys and Super Bowl AdsJanuary 30, 2018
CNBC
Clouds hang over 2018 Super Bowl bonanzaJanuary 30, 2018
Miami Herald
Super Bowl ads reach record cost... but will the angry Clydesdale catch Betty White?January 30, 2018
Quartz
How the cost of a Super Bowl ad soared above $5 millionJanuary 30, 2018
THE MIAMI HERALD
Super Bowl TV ads reach record cost…but will the angry Clydesdale catch Betty White?January 30, 2018
YardBarker
Cost of a 30-second Super Bowl ad this year is mind-blowingJanuary 30, 2018
HUFFINGTON POST
Why Brands Pass on the Super BowlJanuary 29, 2018
AdAge
Why More Super Bowl Ads are Touting PhilanthropyJanuary 29, 2018
Financial Times
Clouds hang over the 2018 Super Bowl bonanzaJanuary 29, 2018
Newsday
Fewer Super Bowl Commercials Being Pre-Released This YearJanuary 25, 2018
Forbes
Why Super Bowl Advertisers Face Challenges in 2018January 10, 2018
PR Newswire
Super Bowl Advertisers Line Up for the Big Game Day - Kellogg School of Management Professors Available for InterviewsJanuary 10, 2018
2017 Coverage
Brands have already started hyping their multi-million dollar ads, and Kellogg Professors Tim Calkins and Derek Rucker are logging their scouting reports.
Quartz
Trump’s presidency might make advertisers think twice about making political statements2/8/2017
Forbes
Why Audi's Super Bowl Ad Failed2/7/2017
Wall Street Journal
Brands Stir Heated Debate With Political Super Bowl Ads2/7/2017
Poets & Quants
Forget Brady! Kellogg MBAs Say Mr. Clean Wins the Real Super Bowl2/7/2017
Quartz
Why did a lumber company make the most emotionally gripping ad to air during Super Bowl 51?2/6/2017
NBC 5
From Immigration to Presidential Hair, Super Bowl Ads Tackle Politics, Big League2/6/2017
WLS-AM
Chicago area business school ranks Super Bowl ads2/6/2017
Bloomberg
Super Bowl Advertisers Laud Diversity2/6/2017
USA Today Network
Take 5: Atlanta choke felt familiar to Tiger fans2/6/2017
Fortune
Audi’s Super Bowl Ad Sells More Despair Than Hope For Women2/6/2017
Yahoo! Sports
Super Bowl ads caught in political whirlwind2/6/2017
Forbes
Neuroscience Goes To The Super Bowl: Historic Game Firsts Beat The Ads On Engagement2/6/2017
CBS News
Boycotts abound as Super Bowl 2017's ads take risks2/6/2017
Crain's
Super Bowl ads: Winners, losers and a nod to unity2/6/2017
New York Times
Escapism Reigns in Super Bowl Ads, but Politics Proves Inescapable2/6/2017
BBC
BBC World Business Report2/5/2017 (listen to audio)
Tulsa World
Brands Lined Up for the Super Bowl LI Attention Battle2/5/2017
Fox Sports Asia
Super Bowl Ads: Battle to be the best2/5/2017
USA Today
Super Bowl advertising could be facing a cloudy future with NFL issues2/5/2017
The Atlantic
Playing the Super Bowl Halftime Show: An Unpaid Internship?2/5/2017
Fortune
The Best and Worst Super Bowl Ads of All Time2/5/2017
Fox Sports
Aussie Twist to the Super Bowl Advertising Roster with a Bikini Model and a Kangaroo Raising Temperatures2/3/2017
Time
The Surprising Things You Can Learn from the Super Bowl Ads2/3/2017
Daily Mail
Advertisers eye winning Super Bowl strategy2/3/2017
Houston Chronicle
Safe play: Super Bowl advertisers look to be clever without rocking the boat2/3/2017
Variety
Uptick in Super Bowl TV Show Ads Presents Opportunities for Programmers2/3/2017
Marketplace
Will politics take the field in Super Bowl ads?2/3/2017
Providence Journal
Super Bowl advertisers hope for attention, not controversy +videos2/3/2017
Chicago Tribune
Controversy difficult to avoid for some Super Bowl ads2/3/2017
Inc.
6 Super Bowl Ads That Failed Miserably2/3/2017
The Mercury News
Super Bowl advertisers face tough challenges in polarized times2/3/2017
Fortune
The Patriots' Bill Belichick Inspires His Team By Calling Them This2/3/2017
Food Navigator-USA
How to 'win' with Super Bowl ads in a bristling political climate2/3/2017
Yahoo! Sports
Advertisers eye winning Super Bowl strategy2/3/2017
Tech Republic
#SB51: How to tweet your company to the top during the Super Bowl2/2/2017
Daily Herald
Oakton hosting discussion of Super Bowl commercials2/2/2017
Bloomberg BusinessWeek
Super Bowl Advertisers Face New Risk of Accidentally Provoking Trump2/1/2017
Newsday
Budweiser Super Bowl ad on immigration causes a stir2/1/2017
Advertsing Age
Super Bowl Reruns? Coke Poised to Run Previously Aired Ads2/1/2017
The Huffington Post
Super Bowl - Ad Week2/1/2017
The New Haven Register
Super Bowl Advertisers Avoid Presidential Elephant in the Room2/1/2017
Time
The 25 Most Influential Super Bowl Ads of All Time1/31/2017
USA Today
Super Bowl ads toned down by Trump's shadow?1/31/2017
The Wall Street Journal
Super Bowl Ad to Kick Off Hiring Spree1/31/2017
Yahoo News
The 25 Most Influential Super Bowl Ads of All Time1/31/2017
Associated Press
To stand out at Super Bowl 51, ads are going for stunts1/27/2017
NBC News
Super Bowl Ads Reflect America’s Conflicted Sentiments1/27/2017
Forbes
Five Super Bowl Spots That Challenged The Rules1/18/2017
Fortune
Why Super Bowl Ads Are a Tough Sell in 20171/17/2017
PRNewswire
Advertisers Line Up for Super Bowl LI - Kellogg School of Management Professors Available for Interviews1/5/2017
2016 Coverage
Brands have already started hyping their multi-million dollar ads, and Kellogg Professors Tim Calkins and Derek Rucker are logging their scouting reports.
clear admit
Kellogg Marketing Students Award Super Bowl Win to Toyota’s Prius2/9/2016
poets & quants
Kellogg MBAs Pick The Real Winners Of The Super Bowl2/9/2016
silverman on sports
Super Bowl 50, The Game and Commercials, Angry Orchard & More!2/9/2016
stacy blackman consulting inc
Who Scored Big in Kellogg’s Super Bowl Ad Review?2/9/2016
marketing drive
How brands used Super Bowl 50 to win millennials over2/9/2016
crain's
Super Bowl ads: winners and losers2/8/2016
yahoo entertainment
Super Bowl 50 falls shy of record ratings, while ads played it safe with humor2/8/2016
cbs money watch
Peyton Manning's $13.9 million gift to Budweiser2/8/2016
fortune
These Were the Best and Worst Super Bowl 50 Ads2/8/2016
fox 32
The best and worst Super Bowl commercials of 20162/8/2016
cbs money watch
Super Bowl 50 commercials: Winners and losers2/8/2016
marketing dive
The 7 best Super Bowl 50 ads to watch again (and again)2/8/2016
chicagoInno
Kellogg's Super Bowl Ad Review2/8/2016
loop north news
Spot filmed in and over Loop best of Super Bowl ads, says Kellogg school2/8/2016
wgnTv.com
The best and worst commercials of Super Bowl 502/8/2016
wgn radio
The Opening Bell 02-08-16: Engineering and technical recruitment are strong2/8/2016
insurance journal
Esurance Wins Super Bowl Social Media Battle2/8/2016
reuters
1-Puppymonkeybaby, chip-craving fetus stand out in tame Super Bowl ad lineup2/8/2016
AP The big story
Offbeat humor and upbeat messages dominate Super Bowl 50 ads2/8/2016
fortune
Everyone Will Tweet About This Ad On Super Bowl Sunday2/7/2016
fortune
Here's Why Companies Spend Millions On Super Bowl Ads2/7/2016
fortune
7 Ads You Need to Watch on Super Bowl Sunday2/6/2016
92.9FM ESPN Sports radio
The Geoff Calkins Show Hour with Tim Calkins2/5/2016
WGRZ-TV
Kent State buys Super Bowl commercial2/5/2016
Huffpost sports
Why Some Top Companies Decided Super Bowl Ads Aren't Worth It2/5/2016
Clear Admit
Fridays from the Frontline: Kellogg MBAs Gear Up for Super Bowl Ad Review2/5/2016
chicago tribune
Super Bowl commercials have come a long way in 50 years2/5/2016
inside higher ed
Super Bowl Marketing Opportunity2/5/2016
Brafton
What do these Super Bowl 50 ad spots have in common?2/4/2016
Fortune
Why GoDaddy’s Offensive Super Bowl Ads Worked2/4/2016
Crain's Chicago Business
Here's WeatherTech's third straight Super Bowl ad2/4/2016
fox news
2016 Super Bowl commercial predictions2/4/2016
bloomberg business
Beer, Cars and Mortgages? Super Bowl Ads Go Financial This Year2/4/2016
the telegraph
'Don't be a pillock': Helen Mirren's drink-drive message for Super Bowl2/3/2016
daily herald
Super Bowl ads premiere early2/3/2016
STAT NEWS
NFL gmaes are magnets for drug ads, but the Super Bowl isn't. Here's why2/3/2016
Marketing Dive
Why the future of Super Bowl marketing goes beyond TV2/3/2016
forbes
A Rare Opportunity For Death Wish Coffee2/2/2016
Associated Press
A rush of advertisers release ads ahead of Super Bowl Sunday2/2/2016
bloomberg business
Super Bowl Ads Have Gone Soft2/2/2016
Fortune
The Hidden Costs Behind Doritos’ Popular Super Bowl Ads1/30/2016
Sirius XM
Prof Tim Calkins talks with the national radio show, The Focus Group1/29/2016
The Huffington Post
Why Brands Pass on the Super Bowl1/29/2016
Associated Press
Celebrities are going to be huge in Super Bowl ads1/28/2016
Forbes
Is A Super Bowl Ad Really Worth $5 Million?1/28/2016
Chicago Tribune
Super Bowl advertisers tease viewers before the game even starts1/18/2016
NBC News
No Fumbles: Advertisers Likely to Play It Safe for Super Bowl 501/ 17/ 2016
Brand Channel
Super Bowl Ad Outlook: 5 Questions with Kellogg School Prof Derek Rucker1/12/2016
PR Newswire
Read press release here1/6/2016
Fortune
Why Boys Can Play With Barbie Dolls, Too12/8/2015
2015 Coverage
AListDaily.com
The Numbers Behind Mobile Gaming's Great Super Bowl2/3/15
Yahoo! Finance
HOT TOPIC: Super Bowl 20152/3/15
The Boston Globe
Super Bowl ads were serious business2/3/15
Adweek
Why So Many Mobile Games in the Super Bowl? Because TV Is a Gold Mine for Them2/3/15
Inc.
7 Winning Tips For Marketers From the Super Bowl Ads2/3/15
The Irish Times
Super Bowl ads steal the show and stir emotions2/2/15
DailyMail.com
Backlash against Nationwide for 'dark' and 'depressing' Super Bowl ad about fatal childhood accident that stars dead little boy2/2/15
Marketplace
A nation in agreement: Nationwide's ad was a buzzkill2/2/15
Forbes
Are Things Finally Looking Up For McDonald's?2/2/15
Poets and Quants
Guess Who Really Won The Super Bowl? Coca-Cola & McDonalds2/2/15
The Houston Chronicle
Super Bowl ads: Budweiser’s ‘Lost Dog’ scores big2/2/15
Media Post
Fiat, Nissan Lose The Message In Super Bowl Ads2/2/15
Wisconsin Public Radio
Sentimental Ads Dominate 2015 Super Bowl2/2/15
adweek
Which Ads Won the Super Bowl? Here Are 11 Different Ways to Rank Them2/2/15
Red Herring
Super Bowl 2015: technology commercials take center stage2/2/15
Insurance Journal
Nationwide on the Darker Side in Super Bowl Ad2/2/15
Chicago Tribune
Former Chicagoan wins $1 million Doritos Super Bowl ad contest2/2/15
chicagoinno
Super Bowl Super Data, Vivid Seat, NU Grades, Promo Fail, Lagunitas2/2/15
South Coast Today.com
The Super Bowl ads seemed different this year2/2/15
Huffington Post Business
2015 Super Bowl Ads: The Best and Worst2/2/15
Clear Admit.com
Kellogg School of Management Releases Super Bowl Advertising Review Results2/2/15
CBS Money Watch
Did the Super Bowl ads fumble their game?2/2/15
Huffington Post Business
GoDaddy and High Speed Marketing2/2/15
WGN
Marketing expert on the business success and failure of Super Bowl ads2/2/15
Wall Street Journal CMO Today
McDonald’s CMO Deborah Wahl Talks Super Bowl "Lovin'"2/2/15
Crain’s Chicago Business
Strong Super Bowl ad showing for McDonald's, local brands2/2/15
Yahoo! Sports
Watch 2015 Super Bowl Ads on Tumblr2/1/15
BusinessWire
McDonald’s Makes Winning Play at 2015 Kellogg School Super Bowl Advertising Review2/1/15
Forbes
Unnecessary Roughness? 2015 Super Bowl Ads Pull At Heartstrings2/1/15
Reuters
Coke, Budweiser win as Super Bowl ad battle gets serious2/1/15
Media Post
Super Bowl XLIX Competes For Views Online And Offline2/1/15
The Wall Street Journal
Many Super Bowl Commercials Were Sobering and Heartfelt2/1/15
Associated Press
Super Bowl advertisers strike unusually serious tone2/1/15
WGN Radio
John Williams Full Show 1/31/15: Super Bowl advertising review, Charlie Hebdo analysis1/31/15
ESPN
The Geoff Calkins Show Hour 1 1/30/15 (w/ Tim Calkins)1/31/15
Bleacher Report
Super Bowl Ads 2015: Analyzing Value and Cost of Top Commercials1/31/15
U.S. News & World Report
Students, Professors Ready to Grade Super Bowl Commercials1/31/15
The Motley Fool
The Most Expensive 30 Seconds on TV -- Cost of a Super Bowl Ad Keeps Going Up1/31/15
Marketplace Business
New brands take a chance with Super Bowl ads1/30/15
Huffington Post
Social Media and the Super Bowl: How Has Technology Changed Super Bowl Advertising?1/30/15
Fortune.com
4 Super Bowl ads that nailed it!1/30/15
Time.com
The Ad That Changed Super Bowl Commercials Forever1/30/15
CNN Money
Is this the Super Bowl's next GoDaddy?1/30/15
Reuters UK
Dads, pups, Kardashian battle for Super Bowl ad buzz1/29/15
Daily North Shore
Super Bowl Or Super Ads?1/29/15
Deadline.com
Are Advertisers Getting Ready To Leave The Super Bowl Party?1/29/15
Reuters
Dads, pups, Kardashian battle for Super Bowl ad buzz1/29/15
Newsday
Super Bowl XLIX ads: More first-timers, fewer auto commercials1/28/15
Sports Talk Florida
The Science Behind The Perfect Super Bowl Ad1/28/15
NBC Nightly News With Brian Williams
This Year's Super Bowl Ads Are a Battle of the Puppies1/28/15
Fortune.com
GoDaddy pulls Super Bowl puppy ad -- but was it a mistake?1/28/15
International Business Times
Tom Brady Legacy: How Super Bowl XLIX, Deflategate Will Shape Patriots QB's Post-Career Brand1/28/15
Examiner.com
What's this year's big Super Bowl ad trend? Depends on which expert you ask1/27/15
Fortune.com
4 Super Bowl ads that should have never aired1/27/15
CMO.com
Monday Morning QBs From Northwestern Set To Rate Super Bowl Ads1/26/15
Super Bowl Commercial 2015.com
Not A Celebrity In Sight: 4 Elements Of A Successful Super Bowl Commercial1/21/15
Chicago Tribune
WeatherTech's next Super Bowl ad: More product, less story1/20/15
Chicago Tribune
Former Chicagoan hopes to crash Super Bowl with Doritos ad1/16/15
Forbes
How To Use Super Bowl Advertising As A Platform For Growth1/15/15
Forbes
Not Too Late For A 2015 Super Bowl Spot1/08/15
2014 Coverage
Forbes
Why 2015 Super Bowl Spots Aren't Selling Fast12/18/14
Huffington Post
A Weak Demand for Super Bowl Ads?11/19/14
NBC News / TODAY.com
Super Bore: Have We Watched These Ads Before?2/3/14
Reuters
Budweiser Scores Buzz in Super Bowl Ad Battle2/3/14
Bloomberg BusinessWeek
A Messy Super Bowl Ad Blitz With a Few Family-Friendly, Retro-Themed Winners< 2/3/14ABC Chicago
Super Bowl 2014 commercials, rated by ad experts2/3/14
ABC’s Windy City Live
Episode: Super Bowl 2014, The Dawson, Black History Month2/3/14
Beat The GMAT
The Kellogg Super Bowl: Where the Ads Are More Riveting than the Game2/3/14
The Financial Express
Budweiser scores buzz in Super Bowl ad battle2/3/14
Crain’s Chicago Business
Chicago’s Major Corporations Sit on the Super Bowl Ad Bench2/3/14
Chicago Tribune
Outside Opinion: A Game Plan of Super Bowl Advertising02/2/14
Daily Northwestern
Kellogg Hosts 10th Annual Super Bowl Advertisement Review2/2/14
CNN Money
Super Bowl ads get serious2/2/14
TechCrunch
Releasing Ads Early Pays Off For Super Bowl Advertisers, According To Visible Measures2/2/14
Associated Press
Music a Big Focus in Super Bowl Ads2/1/14
The Fiscal Times
Super Bowl XLVIII: Can Celebrities Break Through the Ad Clutter02/01/14
Vancouver Sun
Songs by U2, Bob Dylan and Others Play Starring Role in Super Bowl Ads to Engage Audience2/1/14
Univision
La música será protagonista del Super Bowl2/1/14
Poets & Quants
What Makes a Great Super Bowl Ad2/1/14
LinkedIn Blog
What Makes a Great Super Bowl Ad2/1/14
CNBC
Sticker Shock: $4 million for a 30-second Super Bowl ad1/31/14
CNN News
The Branding Bowl: MBAs rank Super Bowl ads01/31/14
BusinessWeek
Kellogg Profs: Why We Make Our MBAs Watch Super Bowl Ads (and Tune Out the Game)1/31/14
Wisconsin Public Radio
Derek Rucker talks about the Best and Worst Super Bowl Ads1/31/14
Fortune
The Branding Bowl: MBAs Rank Super Bowl Ads1/31/14
Reuters
Brands bet on star power to shine through ad-cluttered Super Bowl01/30/14
Chicago Tribune
Brands bet on star power to shine through ad-cluttered Super Bowl01/30/14
Washington Post
Three Winning Super Bowl Ads Play-by-Play1/30/14
Fortune
Scarlett Johansson Will Not Solve SodaStream’s Troubles1/30/14
First Business News
Super Bowl Spots, interviewing Tim Calkins1/30/14
US News
Kellogg School of Management Uses Super Bowl Ads as Teaching Opportunity1/30/14
Huffington Post
Four Super Bowl Ads that Touched the Heart1/30/14
NJ.com
Super Bowl 2014 ads: Will early barrage of teasers, commercials pay off?01/30/14
Agence France-Presse (International Wire Service)
Mad men eye record Super Bowl ad extravaganza1/30/14
Poets and Quants
The Kellogg Super Bowl: Where The Ads Are More Riveting Than The Game01/30/14
The New Yorker
Super Bowl Ads Without the Super Bowl01/27/14
WGN Radio
Sirott and Murciano Full Show 1/27/201401/27/14
WGN Radio
The Super Bowl Ad Hype1/27/14
NBC News
Advertisers Ready to Bare Knuckles For Big Game1/24/14
The Huffington Post
5 Super Bowl Ads That Should Never Have Aired01/23/14
Forbes
Kellogg School Of Management's 10 Best Super Bowl Ads From The Past Decade01/23/14
CBS News
Why Super Bowl Commercials May be a Colossal Waste of Money1/6/14
2013 Coverage
Reuters
Chrysler, Oreo score with ads during delayed Super BowlFebruary 4, 2013
Reuters
Chrysler takes patriotic road with popular Super Bowl adsFebruary 4, 2013
Financial Times
Super Bowl ads stand out from the crowdJanuary 22, 2013
Forbes
Super Bowl advertising's new gameJanuary 23, 2013
Forbes
Can a sexy Super Bowl ad make a boring t-shirt maker cool?February 1, 2013
Businessweek
The Super Bowl's armchair marketing quarterbacksFebruary 1, 2013
New York Times
A postgame follow-up on Super Bowl commercialsFebruary 4, 2013
Wall Street Journal
Chrysler, Taco Bell win among Super Bowl commercialsFebruary 3, 2013
Forbes
How advertisers made the Super Bowl power outage work for themFebruary 3, 2013
Forbes
Even with record prices, expect a $10 million Super Bowl ad soonFebruary 2, 2013
Bloomberg
Super Bowl ads face off on Twitter in online brand battleFebruary 4, 2013
Forbes
Back Ray Lewis or Tom Brady? How brands cash in on players even if they miss the gameJanuary 31, 2013
Forbes
Tide cleans up in Kellogg School 2013 Super Bowl ad reviewFebruary 4, 2013
Businessweek
Super Bowl ads face off on Twitter in online brand battleFebruary 4, 2013
New York Times
What makes a good commercial?February 6, 2013
Chicago Tribune
Chicago firms lighten their Super Bowl ad footprintJanuary 23, 2013
Ad Age
Why 'crash the Super Bowl' hasn't burned out for DoritosJanuary 24, 2013
Poets & Quants
Kellogg MBAs: The best & worst Super Bowl adsFebruary 4, 2013
Huffington Post
Commercials bring drama to Super Bowl as ads go epicFebruary 4, 2013
FOX Chicago – WFLD
Northwestern: Best and worst Super Bowl commercialsFebruary 4, 2013
ABC 7 Chicago - WLS-TV
Best and worst adsFebruary 4, 2013
WBEZ Chicago Public Radio
Analyze this: Super Bowl adsFebruary 4, 2013
Associated Press
Oh the drama! Super ads go epicFebruary 4, 2013
2012 Coverage
Newsday
Super Bowl ads get preview on WebJanuary 31, 2012
Chief Marketer
Super Bowl Ads Offer ROI Measurement ChallengesJanuary 30, 2012
MSNBC.com (The Bottom Line blog)
Super Bowl becoming the social media event of the season for advertisersJanuary 27, 2012
Forbes Magazine
Experts and Viewers Agree: Apple's '1984' Is The Best Super Bowl Ad Of All TimeJanuary 30, 2012
Marketing Daily
Hyundai To Entertain In Super BowlJanuary 30, 2012
FOX Chicago News
Super Bowl Ads All About BuzzJanuary 30, 2012
Reuters
Super Bowl advertisers seek buzz on social mediaJanuary 29, 2012
Detroit Free Press
Automakers stand out at SuperbowlFebruary 7, 2012
ABC 7 Chicago
Super Bowl CommercialsFebruary 6, 2012
FOX Chicago News
Kellogg Rates Best, Worst Super Bowl Ads for Effective BrandingFebruary 6, 2012
CBS 2 Chicago
A Look at Some of the Best and Worst Super Bowl CommercialsFebruary 6, 2012
Clip 1: http://chicago.cbslocal.com/video/6711733-a-look-at-some-of-the-worst-super-bowl-commercials/
Clip 2: http://chicago.cbslocal.com/video/6711772-a-look-at-some-of-the-best-super-bowl-commercials/
Bloomberg TV (In the Loop)
Super Bowl Advertisements ReviewFebruary 6, 2012
CNNMoney.com
Chrysler is king of the Super Bowl spotsFebruary 6, 2012
Boston Herald
Doritos, M&M's ads top Super Bowl commercial surveysFebruary 6, 2012
Advertising Age
Analyze the Super Bowl Analyzers With AdAge's Handy Roundup of Ad ResultsFebruary 6, 2012
Boston Globe
Was M&M's Ms. Brown Super Bowl ad MVP?February 6. 2012
The Big Lead (blog)
And the Super Bowl XLVI Ad Winner Was . . . Whichever Marketing Survey You Decide to BelieveFebruary 6, 2012
Bleacher Report
M&M Super Bowl Commercials 2012: Candy Giant Owns Super Bowl with Hilarious SpotFebruary 6, 2012
Houston Chronicle
Few touchdowns in latest crop of adsFebruary 6, 2012
Reuters
Resilient Chevy, Chrysler ads win at Super BowlFebruary 6, 2012
Patch
Kellogg Business School Ranks Top Super Bowl AdsFebruary 6, 2012
Dearborn Press and Guide
Chrysler's Clint Eastwood ad draws controversyFebruary 6, 2012
New York Times
For Super Bowl Ads, No Standout PerformerFebruary 6, 2012
Newsday (TV Zone blog)
M&M's 'It's that kinda party' tops grad school reviewFebruary 6, 2012
Associated Press
Super Bowl ads battle for championshipFebruary 6, 2012
Scotsman.com (UK)
Advertisers see Super Bowl as new online opportunityFebruary 4, 2012
Financial Times
Super Bowl lends some muscle to global brandsFebruary 3, 2012
Business 2 Community
Super Bowl Ad Roundup: The Winners And Losers With MillennialsFebruary 7, 2012
Pittsburgh Post-Gazette
What's a Super ad? Depends whom you askFebruary 7, 2012
eCanadaNow (Canada)
M&M's Super Bowl Commercial Among the BestFebruary 6, 2012
Associated Press
No more Naptown: Super Bowl boosts Indy's image after long quest to become major sports townFebruary 5, 2012
Fortune.com
3 keys to a killer Super Bowl adFebruary 3, 2012
Detroit Free Press
Automakers try to build Super Bowl ad buzzFebruary 4, 2012
Reuters
Star Wars, Ferris Bueller drive Super Bowl ad buzzFebruary 3, 2012
Bloomberg Businessweek (Getting In blog)
Super Bowl Ads Get the B-School TreatmentFebruary 3, 2012
Wall Street Journal Digital Network (FINS)
Twentysomethings Use Super Bowl to Boost CareersFebruary 2, 2012
Puget Sound Public Radio
Grief, Trauma, and the Buzz of the Big GameFebruary 2, 2012
Associated Press
Super Bowl marketers target smartphones, laptops, movie screensFebruary 1, 2012
Crain's Chicago Business (blog)
What small-business owners can learn from watching Super Bowl adsFebruary 1, 2012
Washington Post
Super Bowl 2012: Marketing hype runs from condoms and cookies to beer and carsFebruary 1, 2012
Chicago Tribune
Pregame blitzFebruary 1, 2012
2011 Coverage
Crain’s Chicago Business
Can consumers forgive Groupon’s ad gaffe?
February 21, 2011
Atlanta Journal Constitution
Q&A on the NewsFebruary 15, 2011
WGN Radio (Extension 720 with Milt Rosenberg)
February 13, 2011Telegraph (UK)
Think Tank: the Super Bowl is a demonstration of advertising best practice and malpracticeFebruary 12, 2011
Financial Times
Case study: GoDaddy and the Super BowlFebruary 9, 2011
First Business
Super BrandingFebruary 8, 2011
Austin American-Statesman
HomeAway apologizes after 'test baby' furorFebruary 8, 2011
Medill Reports
Groupon fumbles with its Tibet Super Bowl commercialFebruary 8, 2011
Chattanooga Times Free Press
Chattanooga VW dealer: Wish we had new PassatsFebruary 8, 2011
NPR (Marketplace)
Super Bowl Ads Had PreviewsFebruary 7, 2011
ABC 7 Chicago
Best, worst Super Bowl commercialsFebruary 7, 2011
FOX Chicago News (Good Day Chicago)
February 7, 2011NBC 5 Chicago (The Talk with Marion Brooks)
http://www.myfoxchicago.com/dpp/good_day/super-bowl-ads-commercials-doritos-volkswagen-chrysler-rucker-20110207February 7, 2011
Poets & Quants
MBAs Flunk Lipton Brisk for its Super Bowl Ad Featuring EminemFebruary 7, 2011
StacyBlackman.com
Kellogg MBAs Give Top Marks to Volkswagen During Super Bowl Ad ReviewFebruary 7, 2011
New York Times
Groupon Ad on Super Bowl Rated a Miss by Many FansFebruary 7, 2011
Associated Press
Super Bowl ads: Eminem, Roseanne, singing cowboysFebruary 7, 2011
Associated Press
Super Bowl ads: Eminem, Darth Vader, catering dogsFebruary 7, 2011
Reuters
Bridgestone is tops in Super Bowl advertising buzzFebruary 7, 2011
Reuters
Chrysler and VW among winners in Super Bowl ad battleFebruary 7, 2011
Reuters (MediaFile blog)
Super Bowl Monday: The view from armchair copywritersFebruary 7, 2011
CNNMoney.com
Super Bowl ad message: Recession's over, start spending!February 7, 2011
The Daily Telegraph (UK)
Super Bowl 2011 commercials: Groupon advert accused of making light of Tibet sufferingFebruary 7, 2011
Edmunds Inside Line
Auto Ads Score Big With Super Bowl ViewersFebruary 7, 2011
Crain’s Chicago Business
Groupon’s Tibet-themed Super Bowl ad lands with a thudFebruary 6, 2011
Akron Beacon Journal
UA to make Super Bowl pitchFebruary 5, 2011
Cleveland Plain Dealer
Super Bowl trivia proves big game is about more than footballFebruary 5, 2011
MarketWatch.com
Super Bowl ads tell the economy's storyFebruary 4, 2011
NBC 5 Chicago (The Talk with Marion Brooks)
February 4, 2011All Things Digital (eMoney)
Will Groupon’s Super Bowl Ad Be a Touchdown or a Fumble?February 4, 2011
New York Times
Before Sunday, a Taste of the BowlFebruary 4, 2011
Reuters
Chrysler looks to score with 2-minute Super Bowl adFebruary 4, 2011
Forbes.com
Super Bowl XLV: Top Advertising Themes And TrendsFebruary 4, 2011
The Wall Street Journal Digital Network (FINS Sales & Marketing)
Can the Super Bowl Supercharge Your Career?February 4, 2011
AdWeek
Super Bowl Ads Work (Almost Every Time)February 4, 2011
Associated Press
Super Bowl advertisers try to out-hype rivalsFebruary 3, 2011
Forbes
The Super Bowl Ads You Can't MissFebruary 3, 2011
CNNMoney.com
Super Bowl ad: Is $3 million worth it?
February 3, 2011
Advertising Age
Will Social Media Slay the Super Bowl?
February 3, 2011
Houston Chronicle
Austin company plugs vacation rentals during Super Bowl
February 2, 2011
Houston Chronicle
What's worth $100,000 a second?
February 2, 2011
Tampa Tribune
Superstars set to appear in super-priced Super Bowl ads
February 2, 2011
MediaPost (Marketing Daily)
HomeAway.com Reveals Super Bowl Ad
February 1, 2011
The Daily Beast
20 Most Effective Super Bowl Ads
February 1, 2011
Atlanta Journal-Constitution
Coca-Cola unveils Super Bowl presence
January 31, 2011
MSNBC.com
It’s the Super Bowl – let’s get social!
January 31, 2011
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."
Financial Times
Car ads back in the Super Bowl spotlight
January 31, 2011
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.”
Richmond Times Dispatch
Pressure is on to make Super Bowl ads
January 31, 2011
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.”
Fort Worth Star-Telegram
Which Super Bowl commercial will win the buzz award?
January 27, 2011
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.
Reuters
At the Super Bowl, carmakers are back in the game
January 14, 2011
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.
ForbesWoman.com (The Other Half blog)
Comeback Brands Of 2011
December 22, 2010
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.
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
Associated Press
Audit finds US census preparations wasted millionsFebruary 16, 2010
Houston Chronicle
TV-Radio NotebookFebruary 12, 2010
Richmond Times-Dispatch
VCU grad is co-creator of ‘Parisian Love’ Google adFebruary 10, 2010
New York Times
Do-It-Yourself Super AdsFebruary 9, 2010
Fox News Channel (Special Report with Bret Baier)
February 9, 2010http://www.foxnews.com/story/0,2933,585155,00.html
Brandweek
Dove Super Bowl Spot Scores Initial Points With MenFebruary 9, 2010
North by Northwestern
The five best and worst Super Bowl adsFebruary 9, 2010
Tampa Tribune
Maybe DeGeneres will bring humor to 'Idol'February 9, 2010
LatinSpots.com (Spain, Portugal and Latin America)
El Super Bowl XLIV fue el más visto de los últimos 20 años, pero no tuvo sorpresasFebruary 9, 2010
Honolulu Star-Bulletin
Ads score a record 48 minutes during Super BowlFebruary 9, 2010
IT Business Edge
Social Media Scores in Super BowlFebruary 9, 2010
Financial Times
Smaller schools learn to play to their strengthsFebruary 8, 2010
Wall Street Journal
Denny's, Doritos, Snickers Score Big in Ad BowlFebruary 8, 2010
The Guardian (UK)
Google splashes out $5m on Super Bowl advertFebruary 8, 2010
InternetNews.com
Google Earns High Marks for Super Bowl AdFebruary 8, 2010
DigitalJournal.com
MBA students say Google Super Bowl ad the most effectiveFebruary 8, 2010
Daily Caller
Worst in show: Census Super Bowl ad flopsFebruary 8, 2010
Daily Caller
Obligatory Super Bowl advertisement round upFebruary 8, 2010
Daily Northwestern
Kellogg group picks which Super Bowl ads made the gradeFebruary 8, 2010
ABC 7 Chicago
Best and Worst Super Bowl AdsFebruary 8, 2010
Advertising Age
Why Issue-Based Advertising Is Like Walking a MinefieldFebruary 8, 2010
Atlanta Journal-Constitution
Atlanta companies say ‘We Dat!' with Super Bowl adsFebruary 8, 2010
BNET
Google Takes Top Spot in Kellogg's Super Bowl Ad ReviewFebruary 8, 2010
CBS 2 Chicago (Monsters and Money in the Morning)
Rating the Super Bowl AdsFebruary 8, 2010
Chicago Public Radio (Eight Forty-Eight)
Ranking the Super Bowl AdsFebruary 8, 2010
Cleveland Public Radio (Sound of Ideas)
From Mad Men to Twitter Feeds: How Advertising is EvolvingFebruary 8, 2010
CNNMoney.com
Super Bowl adsFebruary 8, 2010
Fox Chicago News (Good Day Chicago)
The Best (and Worst) of Super Bowl AdsFebruary 8, 2010
GovernmentExecutive.com (FedBlog)
Super Bowl ReactionsFebruary 8, 2010
Minnesota Public Radio
Super Bowl ads and the controversyFebruary 8, 2010
WBBM-AM
February 8, 2010WGN-TV
February 8, 2010The 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 SexFebruary 8, 2010
Bloomberg News
Monday Morning QuarterbackingFebruary 8, 2010
Reuters
Snickers, Doritos score extra points at Super BowlFebruary 8, 2010
Associated Press
Tebow Super Bowl ad strikes light-hearted toneFebruary 7, 2010
Reuters
Alongside gags, Super Bowl ads plumb male psycheFebruary 7, 2010
Financial Times
The business of sportFebruary 7, 2010
WINS-AM (New York)
February 7, 2010Search Engine Land
Google Airs TV Ad During Super Bowl – But Why?February 7, 2010
Financial Times
Lower league advertisers seize on Super BowlFebruary 6, 2010
Richmond Times-Dispatch
Super Bowl ads return to goofinessFebruary 6, 2010
Associated Press
A look at advertisers in this year's Super BowlFebruary 5, 2010
First Business Morning News
Super Bowl AdsFebruary 5, 2010
WPHT-AM (Philadelphia)
February 5, 2010Fox Chicago News (Good Day Chicago)
Super Bowl Ad Preview: Winners and LosersFebruary 5, 2010
NBC 5 Chicago
Super Bowl Big Biz for Chicago Ad CompanyFebruary 5, 2010
Tampa Tribune
Stakes high for Super Bowl advertisersFebruary 5, 2010
CBS 2 Chicago (Monsters and Money in the Morning)
February 4, 2010Houston Chronicle
Super Bowl issue ads on offenseFebruary 4, 2010
Richmond Times-Dispatch
New crop of Super Bowl ads features CarMaxFebruary 4, 2010
The Brand Show
Advertisers change the playbook for Super Bowl XLIVFebruary 4, 2010
KCBS-AM (San Francisco)
February 3, 2010Chicago Tribune
Religious ads just that — adsFebruary 3, 2010
Markedsføring (Denmark)
Fedt – de afviste reklamenFebruary 2, 2010
New York Times
An Advocacy Ad Stirs a National DebateFebruary 1, 2010
Reuters
Rejected or not, Super Bowl ads generate buzzJanuary 29, 2010
Marketing Daily
Beyonce Stars In Vizio's Super Bowl SpotJanuary 28, 2010
Clinical Professor of Marketing Tim Calkins comments on GoDaddy’s rejected Super Bowl commercial.
Atlanta Journal-Constitution
Coca-Cola plans big Super Bowl presenceJanuary 27, 2010
Clinical Professor of Marketing Tim Calkins comments on the impact of celebrity endorsers within Super Bowl ads.
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 adsJanuary 27, 2010
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, 2010Clinical Professor of Marketing Tim Calkins discusses controversial Super Bowl ads.
Branding Strategy Insider
Super Bowl Advertising and Pre-game BuzzJanuary 23, 2010
B to B Magazine
Super Bowl spots mix sex, humor; Viral marketing a key element of XLIV commercialsJanuary 18, 2010
Associate Professor of Marketing Derek Rucker writes about current Super Bowl advertising trends and the impact of pre-game buzz on the ads.
Bulldog Reporter
Super Bowl PR: Take an Integrated Approach to Events—Super Bowl Marketing Experts Says the Big Game Offers Big PR Buzz LessonsJanuary 13, 2010
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.”
Associated Press
Super Bowl ad prices fall; still cost millionsJanuary 11, 2010
Clinical Professor of Marketing Tim Calkins comments on advertising trends and marketing challenges for Super Bowl advertisers.
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."
2009 Coverage
The Globe and Mail (Adhocracy Blog)
Doritos' groin toss2/3/09
The article profiles the Kellogg Super Bowl Advertising Review, led by Clinical Professor of Marketing Tim Calkins and Assistant Professor of Marketing Derek Rucker.
The Tampa Tribune
Brothers Finally Win With Doritos Commercial2/3/09
From the article: The message - "if you find yourself stuck under a moose's behind, it's time to look for a new job" - was funny, simple, short and memorable, says marketing professor Derek D. Rucker, who along with professor Tim Calkins conducts this annual Super Bowl ad rating. "It made a clear connection to the job-finding site Monster.com," he said in a telephone interview. "We're not just gauging the entertainment value. We look for commercials that make a clear connection with the brand. We look at how effective is the sales pitch. Some commercials look clever but they don't sell the product." The moose commercial placed 22nd in the USA Ad Meter poll. The Kellogg School also gave high "sales" marks to CareerBuilder.com (punching the koala bear), the Doritos crystal ball, E-Trade's talking baby and Denny's gangsters get happy faces on their pancakes.
Los Angeles Times (Sports Blog)
Did Doritos' rookies win the Super Bowl commercial derby?2/2/09
From the article: Doritos finished in a tie for second behind the Monster.com "need a new job?" spot in Northwestern University's Kellogg School of Management Super Bowl survey. The survey had Doritos tied with other "A grade" commercials from CareerBuilder.com, E-Trade and Denny's. Sunday's commercial breaks "featured hard-hitting advertising," said Tim Calkins, a Kellogg marketing professor. "We had spots with value messages and competitive claims, both of which are unusual in the Super Bowl." "Super Bowl advertisers were clearly trying to drive sales in a soft economy," Calkins said. "The game continues to be the single biggest marketing event in the United States, but this year we saw the impact of the weak economy."
First Business Morning News
Game Winners & Losers2/2/09
Clinical Professor of Marketing Tim Calkins explains why some long time Super Bowl advertisers stayed on the sidelines.
The Daily Northwestern
Monster up, SoBe down: Grading Super Bowl ads2/2/09
The article profiles the Kellogg Super Bowl Advertising Review, led by Clinical Professor of Marketing Tim Calkins and Assistant Professor of Marketing Derek Rucker.
The Boston Globe
Monster is tops in Super Bowl ad survey2/2/09
From the article: The Super Bowl lineup reflected the country’s economic woes, according to the school. “This year’s Super Bowl featured hard-hitting advertising," Tim Calkins, the Kellogg School marketing professor who leads the annual Super Bowl ad review, said in a statement. "We had spots with value messages and competitive claims, both of which are unusual in the Super Bowl. Super Bowl advertisers were clearly trying to drive sales in a soft economy.”
St. Louis Post-Dispatch (Blog)
Grading Anheuser-Busch’s Super Bowl marketing, Part II. The company speaks
2/2/09
From the article: Other pundits had their own take on Anheuser-Busch’s performance. Derek Rucker, a marketing professor at Northwestern University’s Kellogg School of Management, said his school’s Super Bowl grading event — 41 marketing students graded the commercials according to a variety of criteria — ranked Anheuser-Busch’s overall lineup a little lower than usual. The company’s commercials, aggregated together, usually rank in the “great” category. But this year, the ads were in the “good” range, and the company didn’t quite deliver its typically “very strong” execution, he said. (The grading criteria at Kellogg’s event includes likeability, remembering what the brand is, and recognizing a reason to use it.) By Kellogg’s measurement, “Bud’s spots were a little below their average,” said Rucker. “Bud is typically in our top five. They did not make it into our top spot this year.” Rucker said the use of three Clydesdale spots — an all-time high — on the game may have diluted the horse’s effect.
Marketing Magazine (Canada)
Doritos’ user-generated ad scores big in Super Bowl2/2/09
From the article: Northwestern University’s Kellogg School of Management also critiques the ads in its annual Super Bowl ad review, and this year gave employment website Monster.com the title of “Champion of the review” for its timely ad, “Need a New Job?” The ad opens on an executive’s suite with a moose head mounted above his desk. The camera pans behind the wall to show the rest of the moose standing on a work desk, and an unfortunate worker sitting directly below the moose’s back end. Monster.com and many other advertisers created spots that reflect the state of the economy, according to a Kellogg release. “This year’s Super Bowl featured hard-hitting advertising,” said Kellogg’s marketing professor Tim Calkins. “We had spots with value messages and competitive claims, both of which are unusual in the Super Bowl. “[A]dvertisers were clearly trying to drive sales in a soft economy. The game continues to be the single biggest marketing event in the United States, but this year we saw the impact of the weak economy.”
Reuters
Super Bowl ads upbeat, but can't ignore economy2/2/09
From the article: The CareerBuilder spot landed an "A" from the respected Kellogg School Review panel, yet failed to make the top 10 in the AOL Super Sunday Ad Poll -- which ranks the public's favorite commercials -- and received mixed reviews at Madison Avenue agencies owned by powerhouses like Omnicom Group or Interpublic Group.
“Chicago Tonight” (WTTW)
Super Bowl Ads2/2/09
Clinical Professor of Marketing Tim Calkins discusses Super Bowl ads.
CBS Radio Network
2/2/09Clinical Professor of Marketing Tim Calkins comments on Super Bowl ads. The broadcast also aired on WABC-TV (New York), WWJ-AM (Detroit), WTOP-AM (Washington, D.C.), WCIV-TV (Charleston), WTVM-TV (Columbus), WCBS-AM (New York), WAPT-TV (Jackson, MS), WTXL-TV (Tallahassee), KBMT-TV (Beaumont), WLOS-TV (Greenville),WVEC- TV (Norfolk), KMOX-AM (St. Louis), KRLD-AM (Dallas), KCBS-AM (San Francisco), WRAL-TV (Raleigh).
ABC 7 Chicago (WLS-TV)
Super Bowl Ads: Hits and Misses2/2/09
Clinical Professor of Marketing Tim Calkins discusses the most and least effective ads from the 2009 Super Bowl.
CNNMoney.com
MC Hammer's pain scores in Super Bowl ad2/2/09
From the article: The ad for Cash4Gold, where rapper MC Hammer is reduced to selling his bling as pitchman Ed McMahon cashes in his gold toilet, won the top spot in Advertising Age rankings of Super Bowl spots. Tim Calkins, a marketing professor for the Northwestern University's Kellogg School of Management, said this was "almost the most astonishing development on Super Bowl." "It's a very sad reflection of where we are in the economy right now: Sell us your precious items and we'll melt them down into cash," said Calkins.
Houston Chronicle
Local Super Bowl viewership falls2/2/09
From the article: In the more subjective report card for Super Bowl advertising, Monster.com's "Moose" ad was the top-rated spot in the annual survey conducted by the Kellogg School of Management at Northwestern University. Doritos' "Crystal Ball" spot was the most-replayed ad among TiVo users, and two Budweiser ads topped the AOL.com popularity poll. Northwestern students rated Monster.com over CareerBuilder.com, Doritos, E*Trade and Denny's in what the group considered the top flight of Super Bowl ads. The group was less enthused with SoBe Lifewater, H&R Block, GoDaddy.com, Vizio and Toyota. "One of the surprises was Budweiser," said Derek Rucker, an assistant professor of marketing who helps administer the study. "Bud usually has a strong assortment of ads, and things were much more mixed this year." Rucker said ad quality may have been hampered by the fact that several traditional advertisers, including FedEx, opted out of the market this year.
Wall Street Journal (The Super Blog)
Ad Reactions From Kellogg Students2/1/09
Kellogg students Stephanie Kahn, Alex Barth and Lindsay Rubin comment on the Super Bowl ads during the 2009 Super Bowl Advertising Review, led by Clinical Professor of Marketing Tim Calkins and Assistant Professor of Marketing Derek Rucker.
ABC World News with Charles Gibson
The Strategy Behind Super Bowl Ads2/1/09
Clinical Professor of Marketing Tim Calkins comments on the tone of this year's Super Bowl ads.
Good Morning America
Tune in for the Commercials2/1/09
Clinical Professor of Marketing Tim Calkins comments on the tone of this year's Super Bowl ads.
Wall Street Journal (The Super Blog)
Kellogg Ad Reactions on SoBe and Monsters vs. Aliens2/1/09
Kellogg students Alex Barth and Lindsay Rubin comment on Super Bowl ads during the 2009 Kellogg School Super Bowl Advertising Review, led by Clinical Professor of Marketing Tim Calkins and Assistant Professor of Marketing Derek Rucker.
The Independent (Ireland)
Superbowl feels crunch2/1/09
From the article: The TV commercials that pepper the game are usually the stuff of Madison Avenue legend -- vastly expensive productions cloaked in secrecy until their dramatic mid-game unveiling. But this year, "advertisers have to strike a delicate balance," Tim Calkins, a marketing professor at the Kellogg School of Management, told the New York Times, "they don't want to appear too flip, making light of a tough situation."
The Associated Press
Economic woes don't disappear from Super Bowl ads2/1/09
From the article: Even if it's not obvious at first, some of those commercials showed a hard edge seldom seen in Super Bowl ads, said Tim Calkins, an analyst at the Kellogg School of Management at Northwestern University. Several took on competitors directly: an Audi ad depicted other luxury cars, a Teleflora ad mocking "flowers in a box" was directed at Internet flower delivery services and the H&R Block ad scared potential customers about less reliable tax preparers. The economy "is forcing advertisers to really think about how they are going to drive sales," Calkins said. "What they're doing is really focusing on differentiation."
St. Louis Post-Dispatch
Anheuser-Busch says Super Bowl strategy is still good business2/1/09
From the article: The Super Bowl is the most prominent symbol of Anheuser-Busch's reverence for marketing. The broadcast is the brewer's most important opportunity to impress America's biggest audience with a blend of humor, surprise and slick production. Over two decades, A-B has built the game into an advertising platform most companies can only envy. "It's very difficult to make a great Super Bowl commercial," said Tim Calkins, clinical professor of marketing at the Kellogg School of Management at Northwestern University. "If anybody has the Super Bowl figured out, it's Anheuser-Busch."
The Scotsman (Scotland)
Excesses of Super Bowl kicked into touch by slump1/31/09
From the article: Other Super Bowl regulars missing from the big screen will be the scantily clad lingerie models of Victoria's Secret and the delivery drivers of FedEx, though Pepsi and the makers of Budweiser beer were able to afford an asking price, up 11 per cent on last year. Prof Calkins said the slow take-up for advertisements that will be seen by an estimated US audience of 100 million points to a definite downturn. "In September, NBC was saying it had sold something like 90 per cent of slots, and this week they were saying exactly the same thing," he said. "They'll sell them all, but you can be sure there is a lot of aggressive negotiating going on. The list price is $3 million, but what people actually pay is quite different."
Financial Times
Advertisers toe Obama's line at the Super Bowl1/31/09
From the article: Getting the tone right is key, marketers say. To the freshly unemployed, lavish marketing spending could come over as distasteful, especially for advertisers such as CareerBuilder.com, a website for jobseekers, which announced 300 job cuts last month. "When you're cutting salaries and laying people off, it's hard to explain why you're buying a Super Bowl spot," said Tim Calkins, a professor of marketing at Northwestern University.
The Buffalo News
Too commercial? Hey, that's what the Super Bowl is all about1/31/09
Clinical Professor of Marketing Tim Calkins comments on the tone of this year's Super Bowl ads.
The Boston Globe
Locals plan Twitter experiment on Super Bowl ads1/30/09
From the article: "Evaluating these spots has become a bit of a national pastime," said Professor Tim Calkins, who is part of a separate effort at Northwestern University's Kellogg School of Management to rate Super Bowl advertising....At Northwestern's Kellogg School of Management, marketing students don't operate under such tight restraints, and they are encouraged to focus on the advertiser, rather than a specific ad, Calkins, the professor, said. For instance, Anheuser-Busch InBev, the global beer brewer, generally runs several ads during the Super Bowl, and so participants in the Kellogg forum might comment on how all of the company's Super Bowl ads collectively advanced the company's brand message. Calkins and a colleague, Professor Derek Rucker, then aggregate all the data and develop rankings before publishing results online.
The Guardian (England/UK)
Super Bowl feels boot of global recession1/30/09
From the article: "'The Super Bowl is, in many ways, a reflection of the US economy,' said Tim Calkins, a professor of marketing at Northwestern University's Kellogg school of management in Illinois. 'It's a very American spectacular and it's still an unrivalled marketing event but there's no question that demand is noticeably softer than in previous years.' Calkins believes the slow take-up rate for the lucrative in-game advertisements points to a definite downturn. 'If you go back to September, NBC was saying that it had already sold something like 90% of slots, yet here they are this week saying exactly the same thing,' he said."
Maclean's (Canada)
How to make a perfect Super Bowl ad1/30/09
From the article: Tim Calkins, a marketing professor from Northwestern University’s Kellogg School of Management, has spent the last few years trying to nail it down. On Feb. 1, Calkins will gather about 40 marketing students together to rate the commercials (and perhaps watch a bit of football). Their resulting review, published annually since 2005, is based on a strategic set of criteria that’s designed to identify the ads most likely to increase sales and enhance the brand. “We’re less worried about creativity and humour on its own and more worried about which spots are building the business,” says Calkins. “It’s easier to make a funny spot than it is to make a funny spot that sells the product.” The most successful Super Bowl ads from a business perspective, he says, are the ones that break through with viewers while focusing heavily on branding. For instance, last year’s winner, Proctor & Gamble’s Tide to Go ad (which featured a talking coffee stain), earned the review’s top grade for being both “entertaining” and having “clearly communicated the relevant product benefit.” But Calkins says that probably the most masterful marketer when it comes to consistently getting that mix of fun and product messaging right is Budweiser brewer Anheuser-Busch. “If there’s a playbook, Anheuser-Busch has it. You see the product from the first to the last frame,” he says. “They tell a funny joke. And they make the spot all about the product. You can’t tell a story about their ad without mentioning the brand.”
MediaPost.com
Git Yer Super Bowl Ad Previews Here, Previews ...1/30/09
The article highlights a New York Times interview featuring Clinical Professor of Marketing Tim Calkins.
MSNBC
Trying to be risque ... in a sober, slapstick way1/30/09
From the article: This year, the risks are even greater, as advertisers grapple with how to strike the right tone for an audience stung by the worst recession in decades, and yet perhaps not wanting to be hammered by that reality on Super Bowl Sunday. “There’s going to be even more scrutiny than usual,” said Tim Calkins, clinical professor of marketing with Northwestern University’s Kellogg School of Management, and a longtime follower of Super Bowl advertising.
Clear Admit Blog
Kellogg School of Management to Lead Fifth Annual Super Bowl Advertising Review1/30/09
The article profiles the Kellogg Super Bowl Advertising Review, led by Clinical Professor of Marketing Tim Calkins and Assistant Professor of Marketing Derek Rucker.
The Journal News
Pepsi stays on Super Bowl roster with 3-D ad1/29/09
From the article: NBC has sold most of the ads for its Super Bowl broadcast for less than it originally planned to charge, partly reflecting a soft ad environment and decisions by General Motors Corp., FedEx Corp. and other companies not to advertise in a slowing economy. "Super Bowl spots are not selling like they have in past years," said Tim Calkins, a marketing professor at Northwestern University's Kellogg School of Management in Evanston, Ill. "Demand has not materialized."
Forbes.com
Super Bowl In A Recession1/29/09
Clinical Professor of Marketing Tim Calkins writes about the anticipated changes for Super Bowl advertising amidst an economic downturn.
Houston Chronicle
Escape reality, for 30 seconds; Ads will try to take our minds off the economic mess1/29/09
From the article: Northwestern University professor Derek Rucker, who oversees an annual Super Bowl advertising review conducted by students at the university’s Kellogg School of Management, said that while viewers want to get their jollies from Super Sunday ads, they also expect good judgment by advertisers. “The tricky thing for some brands is that consumers may be thinking about the ($3 million) price tag,” he said. “If they’re thinking about that, you’d better deliver. Consumers usually give these ads a lot of scrutiny, and I expect there will be more of that this year.” Accordingly, Rucker said, he expects advertisers to take fewer risks — certainly nothing along the line of the groundbreaking “1984” commercial from Apple a quarter-century ago — and to focus on campaigns that promote long-term value. That concept, in fact, may explain why a company like E-Trade stays in the Super Bowl at a time when the stock market is floundering. “If you’ve got a long-term perspective, you’re thinking about what can happen when the economy gets better. You’re steering the boat,” Rucker said. “The Super Bowl is a dangerous proposition for a brand that needs everything to hit now. If you’re building equity in a brand, money invested now can be a big payoff down the line.”
UPI
Some companies foregoing Super Bowl ads1/11/09
From the article: "I suspect we will see some new approaches this year," said Timothy Calkins, professor of marketing at Northwestern University. "Overall, I think there will be a more quiet, serious tone. This makes sense. The best marketing efforts connect with people on a deep, emotional level, and right now many people are worried about their jobs and the economy."
ESPN.com
The commercial that ruined that Super Bowl1/26/09
From the article: And — most important — the notion of the Super Bowl as a mecca for "edgy" and absurdly expensive advertising was born. "That's the inspiring part of it," says Derek Rucker, an assistant professor of marketing at Northwestern's Kellogg School of Management, who has studied and taught about Super Bowl advertising. "It does tell you that advertising, when done right, can be of interest to consumers."…. Rucker referred to these ads as "animal executions"; he considers it a trend, and he wonders how long it will last. I consider it the perfect example of how "1984" has spawned a monster (though, in this case, the monster might be a Stegosaurus racing a FedEx delivery man on the surface of the moon). In order to capture our attention, in order to make us buzz, in order to live up to the attendant hype that occurs when every party and bar audience in America pauses during the commercial breaks, these companies have largely resorted to simple ideas, silly ideas, empty ideas (and even the "big" ideas, like Under Armour's attempt to bring back the ethic of "1984" by selling shoes last year, seem confusing and overtly corporate).
Bloomberg
NBC Sells Most Super Bowl Ads for Under $3 Million1/27/09
From the article: The financial crisis has forced marketers to slash budgets. General Motors Corp. and FedEx Corp. are among advertisers passing on the Super Bowl this year for the first time in more than a decade. In May, NBC said it wanted $3 million per ad, 11 percent more than the $2.7 million News Corp.’s Fox charged last year. “Super Bowl spots are not selling like they have in past years,” Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management in Evanston, Illinois, said in a telephone interview. “Demand has not materialized.”
Bloomberg
Super Bowl Ads Feature Denny’s Deals, Pedigree’s Pets, No GM1/29/09
From the article: NBC’s asking price was 11 percent more than the $2.7 million News Corp.’s Fox charged on average last year, when the New York Giants beat the previously undefeated New England Patriots. That game drew a record 97.5 million viewers. This year, the Pittsburgh Steelers will play against the Arizona Cardinals in Tampa, Florida. “The Super Bowl is still a unique advertising venue because you really can reach a huge percentage of the U.S. population at one moment,” said Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management in Evanston, Illinois.
NPR (National Public Radio)
Marketing When Consumers Aren't Buying1/29/09
Timothy Calkins, clinical professor of marketing, discusses how companies market during recessions.
New York Times
Upbeat but Sympathetic: A Fine Line for Super Bowl Ads1/30/09
From the article: The advertisers, which are spending up to $3 million for each 30-second commercial during Super Bowl XLIII, have a tricky task before them. They must figure out the right way to speak to consumers worried about the wretched economy while at the same time not ignore the long-standing appeal of Super Bowl Sunday as a night of escapist fare. “Advertisers have to strike a delicate balance this year,” said Tim Calkins, a marketing professor at the Kellogg School of Management at Northwestern University. “They need to recognize the environment we’re in,” Mr. Calkins said, “so they don’t want to appear too flip, making light of a tough situation.”
Los Angeles Times
Super Bowl XLIII: Ads promote that feel-good aura2/1/09
From the article: Ever since, Super Bowl ads have been a zeitgeisty barometer of the state of the union. Says Tim Calkins, a professor at the Kellogg School of Management at Northwestern University, “If you look at what runs in the Super Bowl each year, there’s a reflection of what’s happening in the country. It’s sort of a reflection of who we are.” In fat years, Super Bowl ads tell us that things look bullish for America. In lean years, they’re meant to reassure us that, sooner or later, the bears will slink away and Britney Spears once again will lead us in a Pepsi toast to prosperity. So what about this year, as the country writhes in the coils of a monstrous recession and its newly anointed leader warns of many more tough months to come? “It is certainly a different environment,” says Calkins.
RedEye
Hype dream1/29/09
From the article: Super Bowl ads can make or break a brand, said Tim Calkins, the Northwestern University professor who heads the Kellogg School Super Bowl Advertising Review. The investment is even riskier this year amid a weak economy. A number of former Super Bowl mainstays are taking a veritable bye week, including FedEx and GM. Both brands opted not to run spots this year for financial reasons, The Associated Press reported. "The lineup is not what it usually is for Super Bowl 2009," said Calkins, who along with an approximately 35-member group of faculty and students, have judged ads the past five years.
MSNBC.com
At $3 million, Super Bowl ad time is ... cheap?1/20/09
From the article: That attention is what makes the game prime TV real estate for advertisers. “It’s an incredibly unique advertising opportunity," said Tim Calkins, professor of marketing at Northwestern University. "There is more and more media fragmentation. The Super Bowl is the rare opportunity to reach across demographics. If you have a major new campaign, there is no better place to introduce it."
Chicago Tribune
Monster, CareerBuilder going head-to-head with Super Bowl ads1/20/09
From the article: Chicago-based CareerBuilder is partially owned by Tribune Co., owner of the Chicago Tribune. Derek Rucker, a marketing professor at Northwestern University’s Kellogg School of Management, said CareerBuilder has a lot riding on this year's game, given Monster's appearance. "You don't want Monster to do a better job than you and become associated with the Super Bowl," Rucker said.
FOX Business
$3M for 30 Secs: Recession Weighs on Super Bowl Ads1/19/09
From the article: “I think there’s no question that [the economy] affects the Super Bowl and it decreases interest in being in the game. This year it’s a lot harder for companies to step up and make the commitment,” said Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management….The Super Bowl is “always a little window into the state of the economy and the prospects of different companies because if you are going to buy a Super Bowl spot you have to be a little bit optimistic about the future,” said Calkins, who noted the 2000 game featured a number of dot-com companies ahead of the bursting of the tech bubble.
Associated Press
Super Bowl remains a big bash, but ads toned down1/18/09
From the article: While some high-profile advertisers have pulled the plug, many are staying put and some, such as Mars Inc.'s Pedigree pet food, will appear in the Super Bowl for the first time. But the tone of some ads this year will reflect tough times. As Tim Calkins, marketing professor at Northwestern University's Kellogg School of Management puts it: A good ad connects with its audience. And that audience is stressed about finances.
St. Louis Post-Dispatch
Super Bowl ads to emphasize Anheuser-Busch's long-held values01/16/09
From the article: The company is planning to air three commercials starring the Budweiser Clydesdales. The spots are not a trilogy, but they do represent three distinct human values, said Levy: love, competition, and heritage and tradition. Anheuser-Busch's typical approach on the Super Bowl is about branding — reminding people of the underlying values that make its products special, said Tim Calkins, clinical professor of marketing at Northwestern University's Kellogg School of Management. With strong images like the Clydesdales, "you can really make people feel good about the brand," Calkins said.
MarketingVox.com
Industry Buzz & Snippets01/13/09
The article highlights the Kellogg Super Bowl Advertising Review, led by Clinical Professor of Marketing Tim Calkins and Assistant Professor of Marketing Derek Rucker.
CNNMoney.com
How $3 million gets you 30 seconds1/12/09
From the article: "The Super Bowl is completely unique in its ability to reach everybody at the same time," said Tim Calkins, marketing professor of the Kellogg Super Bowl Advertising Review. "There's nothing else that's even close."…. Calkins of the Kellogg Super Bowl Advertising Review said that much of the air time was sold in September, and that some advertisers might regret their purchases, given the worsening state of the economy. "Early in the fall, most of the spots were sold out," he said. "That, of course, was before the economy really went south. The advertisers were stuck with them. There was a very strong initial demand, and there's a very different climate right now."
San Francisco Chronicle
Super Bowl ads may be more subdued1/11/09
From the article: “Millions of people will be donning their glasses and waiting for the commercials," said Timothy Calkins, professor of marketing at Northwestern University. "It is a rather astonishing thought ... millions of people waiting for a commercial.”.... Northwestern's Calkins said he wonders whether "the usual formula will still work" for ads this year. Will lighthearted jokes still resonate in a down economy? Will they fall flat? "I suspect we will see some new approaches this year," Calkins said. "Overall, I think there will be a more quiet, serious tone. This makes sense. The best marketing efforts connect with people on a deep, emotional level, and right now many people are worried about their jobs and the economy."
Advertising Age
Does a $3M Super Bowl Ad Make Sense in a Recession?1/12/09
An article by Clinical Professor of Marketing Tim Calkins and Assistant Professor of Marketing Derek Rucker which comments on Super Bowl advertising amidst the nation’s current economic recession.
Brandweek
For Some, 'Taste Test' Ads Are Leaving a Bad Taste1/10/09
From the article: Nevertheless, comparison ads seem to be used consistently, regardless of the economy. “These things go in cycles,” said Derek Rucker, an assistant professor at Northwestern University’s Kellogg School of Management. Rucker pointed out that Miller Lite had initiated taste tests against Bud Light in 2005, well before the economy went sour.
Reuters
Recession raises stakes for Super Bowl advertising1/6/09
From the article: "The Super Bowl remains this incredibly unique advertising opportunity because you get all this focus and all this attention and all the PR buzz around it," says Tim Calkins, a professor of marketing at Northwestern University. "That's huge and that's still the case. The hard part now is it's a tough year to justify the spending and it is a tough year to hit the right tonality on the game," he added.
Marketing Daily
Super Bowl Marketers Must Gauge Sensitivity1/6/09
From the article: [Clinical professor of marketing Tim] Calkins says two trends he sees for Super Bowl XLIII are the continuation of integrated follow-up campaigns. "That has been increasing every year and that will increase this year," he notes. "What they are really buying is the ability to create a much bigger campaign around [the Super Bowl]." The other is that marketers will have to respond to the economy. "We will also see a lot of classic formula: humor, and big productions. But the wrinkle in all of this is the shift in the mood of the country and how advertisers will respond. And I think advertisers who try to be too flippant in this environment will miss the mark."
Financial Times (Management Blog)
Super Bowl advertisers work on their tactics for the big game1/7/09
The article profiles the 2009 Super Bowl Advertising Review and its new blog, led by clinical professor of marketing Tim Calkins and assistant professor of marketing Derek Rucker.
2008 Coverage
New York Times
An Ad With Talking Pandas, Maybe, but Not With Chinese AccentsFebruary 6, 2008
Baltimore Sun
Under Armour's ad takes a few hitsFebruary 5, 2008
Advertising Age
Don't overemphasize ROI as single measure of successFebruary 4, 2008
Associated Press
Giant balloons, comical humans compete for massive audience in this year's Super Bowl adsFebruary 4, 2008
Baltimore Business Journal
Under Armour Super Bowl ad stays true to 'brand identity,' marketing experts sayFebruary 4, 2008
Bloomberg News
Super Bowls Draws Record Viewers; Budweiser Tops AdsFebruary 4, 2008
BusinessWeek
Super Bowl Commercials XLII: The ads during this year's game had a different feel from last year, but the expectations—and cost—were plenty highFebruary 4, 2008
CNNMoney.com
Super Bowl ads: Giant cost, mixed returnsFebruary 4, 2008
New York Sun
Anheuser-Busch Reigns as Super Bowl Ad KingFebruary 4, 2008
Reuters
Supermodels and celebrities dominate Super Bowl adsFebruary 4, 2008
Reuters
Bud, Tide, Pepsi winning brands in Super Bowl pollsFebruary 4, 2008
Wall Street Journal
Coke, Clydesdales Score With Super Bowl ViewersFebruary 4, 2008
Los Angeles Times
The Garage: Focus on autos; A pivotal play for HyundaiFebruary 2, 2008
Tampa Tribune
Game Plan Calls For Some Super-Wacky AdsFebruary 1, 2008
Akron Beacon Journal
Startup bets on Super BowlJanuary 31, 2008
Los Angeles Times
Super Bowl ads playing overtimeJanuary 31, 2008
MSNBC.com
Super Bowl advertising is risky businessJanuary 31, 2008
CNNMoney.com
Super Bowl ads: $2.7 million and worth itJanuary 25, 2008
Chicago Tribune
Marketers announce ad lineup for Super BowlJanuary 22, 2008
MediaPost.com
Analysts Seek 'Aha!' Moment In Super Bowl AdvertisingJanuary 22, 2008
2007 Coverage
New York Times
Multiplying the Payoffs From a Super Bowl SpotJanuary 26, 2007
Clinical Professor of Marketing Tim Calkins comments on maximizing the value of a Super Bowl ad. “It’s not right for everyone,” said Tim Calkins, a professor of marketing at the Kellogg School of Management at Northwestern University. “Some of them, you scratch your head,” he added. “In the hype of the Super Bowl, they get carried away.” But for “the right marketer, the Super Bowl makes wonderful sense if you think of it as a springboard to other things,” Professor Calkins said, adding: “Put the ads on the Internet. Get all the P.R. you can. Make the most of your media investment.”
MSNBC
Super Bowl marketers turn to amateursAdvertisers reach out to YouTube generation, engage couch potatoes
January 9, 2007
Clinical Professor of Marketing Tim Calkins comments on the advertiser’s risk in airing user-generated content.
“I don’t think saying it was produced by somebody in Nebraska or at home in a basement gives them an out,” said Tim Calkins, a clinical professor of marketing with Northwestern University’s Kellogg School of Management.
AP
Doritos, Chevy feature spots made by amateursClydesdales, talking critters — and non-pros — star on Super Bowl Sunday
February 4, 2007
Clinical Professor of Marketing Tim Calkins comments on the panel’s reaction to Super Bowl XLI ads.
Tim Calkins, a marketing professor at the Kellogg School of Management at Northwestern University who runs a panel of students to rate the ads, called this year’s batch a “mixed bag,” saying advertisers were “being safe,” with no one “pushing the edge of either creativity or taste.” An ad early in the game for Blockbuster Inc. with computer animations of animals trying to push, click and — ouch — drag an actual mouse resonated well with members of his panel, who said it was creative and also delivered the company’s message. The panel found a spot by King Pharmaceuticals Inc. showing a guy dressed up in a giant red heart costume “puzzling,” while Garmin International Inc.’s oddball spot with a showdown between a superhero-like character and a monster made from maps was deemed “hard to follow.”
Reuters
Advertisers go for Super Bowl laughs, playing it safeFebruary 4, 2007
Clinical Professor of Marketing Tim Calkins comments on the value of Super Bowl and marketer’s pressure to succeed. “From an advertisers' perspective, this game is very unique,” said Tim Calkins, professor at the Kellogg School of Management, where he oversees their Super Bowl advertising review. “The ad profiles keep going up, but so do the costs,” he said. “As a result, I think this year the spots were very broad-based, very safe, nobody was pushing the limits creatively.”
2006 Coverage
Associated Press
A February in Overdrive: Super Bowl and OlympicsJanuary 18, 2006
Clinical Professor of Marketing Tim Calkins comments on the value of Super Bowl and marketer’s pressure to succeed.
"Fragmentation means more and more shows get lower and lower ratings," said Tim Calkins, a marketing professor at the Kellogg School of Management at Northwestern University. "Events like the Super Bowl are arguably the only places advertisers can reach everyone in the U.S. at one time." That means the pressure is on to come up with stand-out spots, Mr. Calkins said, because expectations are very high. "Some succeed at it," he added. "Some fail."
San Francisco Chronicle
Super Bowl kicks off season for showcase commercialsJanuary 27, 2006
Clinical Professor of Marketing Tim Calkins comments on the value of Super Bowl and marketer’s pressure to succeed.
The Super Bowl in particular is "a very-high-attention event," said Tim Calkins, professor of marketing at the Kellogg School of Management at Northwestern University. "If you're in that space with a message that doesn't resonate, conceivably it court hurt you,'' he said.
Washington Post
Advertising's Big GameSpots on Traditional TV Still the Biggest Show On Super Bowl Sunday
January 14, 2006
Clinical Professor of Marketing Tim Calkins comments on Super Bowl ad costs.
"Pricing for the Super Bowl is unlikely to skyrocket because if it goes too high, people would say, 'I'll drop my money into the Olympics,' " said Timothy Calkins, a professor of marketing at Northwestern University's Kellogg School of Management.
CNNMoney.com
SB XL ads: A druid, Fabio and the KingJanuary 21, 2006
Clinical Professor of Marketing Tim Calkins comments on the unique marketing opportunity the Super Bowl provides.
Tim Calkins, a professor of marketing at Northwestern University's Kellogg School of Management, said the Super Bowl continues to attract top companies, in spite of the Olympics. He says it's a rare event: a time when approximately 90 million people will be paying close attention to the commercials, even if they don't care about the game.
"The Super Bowl still has the biggest media impact. It's a one-shot reach everybody type of event," said Calkins. "A lot of people watch the Super Bowl just for the advertising. People don't watch the Olympics that way."
2005 Coverage
BusinessWeek
When It Comes to Super Bowl Ads, Students Probably Carry More Weight Than I DoFebruary 7, 2005
Review results reported in post-game blog entry
The Kellogg School of Management, awarded a grade of “A” to five advertisers: Emerald Nuts, MasterCard, Pepsi (Pepsi and Diet Pepsi), Tabasco and Toyota Prius. Toyota was the highest ranked advertiser, followed by Pepsi. The panel thought the Pepsi and iTunes promotion was particularly effective...when advertisers tally up the buzz from the post game ad analysis, and assign importance to results, two groups of twentysomething students in LA and Chicago will trump this 41-year old bloviating blogger from New Jersey.
Associated Press
Super Bowl ads range from the safe to just plain puzzlingFebruary 6, 2005
Clinical Professor of Marketing Tim Calkins provides insight to the Super Bowl ad success of Anheuser-Busch.
Calkins said his students were especially impressed with a spot for Anheuser-Busch's Bud Light in which a scared parachuter is left alone in a plane after the pilot jumps out, having grabbed a six-pack of Bud Light from the parachuting instructor. "It got attention, it was well branded ... and people really liked it. It communicated a desire for Bud Light," Calkins said.
San Diego Union-Tribune
Most viewers can't recall who made themFebruary 4, 2005
Clinical Professor of Marketing Tim Calkins discusses the challenges of Super Bowl advertising.
“Schick ran an ad in the Super Bowl last year, but data says people recall it as being a Gillette commercial," Calkins said. "Then there were the cowboys herding cats a few years ago. It was a very funny ad. You look at it as a piece of film. But who was it for? And what was the point? We don't know.” It was for EDS, an information technology consulting firm. Calkins decried the Reebok ad that ran in 2004 and featured linebacker Terry Tate wreaking havoc in an office. “I never really saw a pair of sneakers in that ad,” he said. “A lot of ads are likable, but you don't know who they're for.”
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