Kellogg Super Bowl Advertising Review returns for seventh year

2 minute read

Aaron Mays

To the surprise of many, all of the 2011 Super Bowl ad spots have sold out — at an estimated $3 million per 30-second slot.

Not only is this a strong economic indicator, but it’s also a sign that the Super Bowl is still a viable and competitive venue for brands. As many new and perennial advertisers prepare to compete for consumers’ attention leading up to and during Super Bowl XLV, faculty from the Kellogg School are considering how marketers are changing their strategies as the economy slowly rebounds.

The Kellogg School will conduct its seventh annual Super Bowl Advertising Review on Feb. 6. Marketing faculty and students will convene in Evanston, Ill. to watch the event, rate the advertisers using a set of academic criteria known as ADPLAN and produce a final ranking of the most — and least — successful advertisers. Leading up to Super Bowl XLV, Tim Calkins, clinical professor of marketing, and Derek Rucker, associate professor of marketing and the Richard M. Clewett Research Professor, will be available to discuss advertising trends, strategies and predictions related to this year’s big game, including:

  • What qualities are essential in producing an effective Super Bowl ad? 
  • What are the big advertising trends for the 2011 Super Bowl? What changes can viewers expect this year as compared to previous years? 
  • How does Super Bowl advertising reflect the health of the American economy? 
  • How will digital advertising and social media impact brand innovation?

In addition, the professors will post ongoing, insightful commentary on Super Bowl advertising and current trends in their Super Bowl Advertising Review blog.

Clinical Professor Calkins and Associate Professor Rucker are available for interviews in the weeks leading up to the Super Bowl. They are also available on game day (Sunday, Feb. 6, 2011) and the following day (Monday, Feb. 7, 2011) for interviews via e-mail, phone or in-person.

To schedule an interview or learn more about the Kellogg Super Bowl Advertising Review, contact Aaron Mays or Betsy Berger.