SBD/Issue 100/Sponsorships, Advertising & MarketingPrint All
CTV ALSO SEES EARLY SELL OUT: In Toronto, Chris Zelkovich notes CTV "sold out their ads early" for the Super Bowl at C$110,000 per spot, the "highest on Canadian television." CTV Sports President Ron Brace: "We sold out more than two weeks earlier this year. Last year we were in the area where we had to do a little bit of discounting. This year there was a minimal rate increase." Brace said that CTV "encourages advertisers to air" Super Bowl commercials that run in the U.S., "since many represent the same companies that are showing million-dollar ads south of the border." But Brace added that "in the end, ... it's up to the agencies." Brace: "We're getting a few more this year, but you're not going to see the same commercials you see in the U.S." Zelkovich notes CTV has 29 advertisers for the Super Bowl this year, "up four from 2009" (TORONTO STAR, 2/5). The GLOBE & MAIL's Bruce Dowbiggin notes Quebec channel Videotron is "promising the U.S. broadcast -- with commercials intact -- on its" HD feed. The Canadian Radio-television & Telecommunications Commission indicated that Canadian nets "dropping American TV Super Bowl commercials for their own ads is the largest source of complaint from viewers" (GLOBESPORTS.com, 2/5).
ETrade Offering Application That Allows
People To Create Talking Baby Messages
GETTING POLITICAL: In Atlanta, Bob Keefe reports the U.S. Census Bureau "plans to spend an estimated $2.5[M] for a Super Bowl package that includes three pre-game spots, a 30-second third-quarter commercial and on-air mentions" by CBS' James Brown. But some U.S. congressmen disagree with the government "spending millions of taxpayer dollars on Super Bowl ads" in the current economy. U.S. Sen. Johnny Isakson (R-GA) Thursday sent a letter to U.S. Secretary of Commerce Gary Locke and U.S. Census Bureau Dir Robert Groves "asking for a strict accounting." Isakson wrote, "I am very concerned with the amount of money spent by the Census Bureau for the production and airing of these commercials." Census Bureau spokesperson Shelly Lowe said that the expense is "justified, adding that past Super Bowl spots have actually saved taxpayer money by encouraging people to mail back census forms" (ATLANTA CONSTITUTION, 2/5).
Monster.com's Super Bowl Ad Features Beaver
To Signify Company's Industriousness, Eagerness
BOX OFFICE BUST: Go Daddy is pulling its "Movies" ad from the Super Bowl due to issues related to licensing arrangements with several film studios. Go Daddy was not able to reach a suitable agreement with each studio, and instead will air an ad titled "Spa" in the first quarter (Go Daddy).
DIAMOND AND PEARLS: Diamond Foods is airing a spot in the fourth quarter promoting both its Pop Secret and Emerald Nuts brands, and PBS' Tom Hudson asked Diamond President & CEO Michael Mendes, "You got to sell a lot of snacks, though, to come up with the almost $3(M) that it takes for the 30-seconds of advertising, don't you?" Mendes: "We're a high-growth business and the things that we're trying to achieve with our Super Bowl program is we're building up permanent distribution with our retail partners at retailers throughout the country. By us having a Super Bowl campaign, (it) helps encourage our retailers to place those products on the shelf. In 2007 when we had a Super Bowl commercial, we saw a 68% lift in sales in that four-week period that we had the campaign." He said the company expects “a nice bump” from the ad. Mendes: “We do know that we've been able to get a lot more permanent distribution of our new products at retail and we're going to enjoy that benefit on the period going forward" ("Nightly Business Report," PBS, 2/4).
PAPA IS IN THE HOUSE: Papa John’s is the official pizza of Super Bowl XLIV and the chain has its first Super Bowl ad airing in the second quarter of the game. Papa John's President & COO Jude Thompson said of whether the return on investment will be worth it, “We sure hope so.” He noted Papa John’s sells around 750,000 pizzas on Super Bowl Sunday, so “we think this will be our biggest day in our history.” Thompson added, “We're going to do toppings for touchdowns. On the Monday, Tuesday, Wednesday after the Super Bowl, if there's five touchdowns you get five free toppings on a $9 cheese pizza” ("Squawk on the Street," CNBC, 2/5).
BIG RISK, BIG REWARD: Digital media and branding company Big Spaceship Founder & CEO Michael Lebowitz said the "companies that really have an opportunity to benefit" by advertising during the Super Bowl "are companies in low consideration categories where they get tremendous benefit from being top of mind.” Lebowitz: “It comes back down to an individual business' goals and whether it's appropriate to spend such a premium to be in front of a broad audience for a short spike of time rather than investing that money in a program that might give them a year's worth of conversation in the digital world." CNBC’s Darren Rovell said the Super Bowl for larger companies is “about winning the ad meter,” but for smaller companies, it “really is about building their brand" ("Worldwide Exchange," CNBC, 2/5).
PEPSI MISSING OUT: Association of Independent Commercial Producers President & CEO Matt Miller noted PepsiCo is not advertising its beverages during the Super Bowl for the first time in 23 years, and the company has "left the door open for Coke to own" the Super Bowl territory. Miller: "They've been battling it out for a couple of years, both of them in the game, and now Coke's there with three spots this year and they're going to own it" ("Today," NBC, 2/5). Ries & Ries President Laura Ries said it was a "big mistake" for PepsiCo not to advertise. Ries: "Pepsi is giving its biggest competitor (Coca-Cola) a chance to get in the game. Long term, they're going to look back and say, 'Gee, we should have stayed in the game'" ("Varney & Company," Fox Business, 2/4).
Watch The HomeAway Teaser
For Its Super Bowl Spot
FULL OF POTENTIAL: In L.A., Diane Pucin writes, "Here's hoping the ad for HomeAway ... will make its Super Bowl debut as funny as it ought to be with Chevy Chase and Beverly D'Angelo reprising their turn as the wacky Griswolds from the 'National Lampoon's Vacation' movies." Meanwhile, a blurb for Snickers' ad featuring Betty White and Abe Vigoda indicated that the spot "will remind people that Snickers helps with food cravings." Pucin: "Betty White in anything has to make you laugh" (L.A. TIMES, 2/5). MEDIA LIFE MAGAZINE's Diego Vasquez noted the finalist ads in the Doritos "Crash the Super Bowl" challenge are "available online and have been getting mixed reviews," but Vasquez believes the ads "will do very well this year." Meanwhile, HomeAway's spot "looks promising, especially because it's backed by a very smart social media campaign" (MEDIALIFEMAGAZINE.com, 2/4).
BRAND BOWL: In Boston, Donna Goodison reports Boston-based ad firm Mullen has partnered with Radian6 to create BrandBowl 2010, an online ad-review site that "collects and analyzes all worldwide tweets mentioning Super Bowl commercials and translates them into a near-real-time, top-10 ranking of each brand's popularity." Mullen will "publish the results in a blog on its Web site on Monday and offer the last-place brand some 'free ideas' for next year" (BOSTON HERALD, 2/5).
RIGHT TO AIR: An L.A. TIMES editorial states CBS is "to be congratulated for standing up to the pressure" from several organizations urging the network to reject the Focus on the Family spot. Regardless of where one stands on the issue of abortion, the "campaign against the ad is a misguided attempt at censorship." CBS execs said that they have "reconsidered their policy and now welcome advocacy ads during the coveted Super Bowl broadcast." So as "long as the network applies this policy fairly to groups across the political spectrum, it's a sensible move," because there is nothing in FCC rules "to bar such commercials" (L.A. TIMES, 2/5). USA TODAY's Michael Hiestand notes abortion is "not the kind of thing viewers are used to getting" during the Super Bowl, and it "might be a teensy bit jarring amid all the ads with, say, ballplaying horses or dancing babies." However, after "relentless ads on TV football for erectile dysfunction treatments we've already passed the point where we can assume Super Bowl ads will be G-rated." At least Focus on the Family's ad "will add something refreshing to the Super Bowl mix" (USA TODAY, 2/5). On Long Island, Neil Best wrote, "Tim Tebow has a right to appear in a Super Bowl commercial with a pro-life/anti-abortion message and CBS has a right to air it and women's groups have a right to raise concerns about it" (NEWSDAY, 2/4).
TREAD CAREFULLY: Northwestern Univ.’s Kellogg School of Management marketing professor Tim Calkins believes that the Focus on the Family spot's "presence as a cultural lightning rod presents a potential problem for Super Bowl Sunday's advertising atmosphere if the Tebow ad were to become a trend." Calkins: "A key to the Super Bowl is that a lot of people tune in to watch the ads, which tend to be very entertaining. So if you end up with a lot of issue ads, you diminish the appeal" (HOUSTON CHRONICLE, 2/5). USA TODAY's Michael McCarthy writes there is a "time and a place for advocacy ads," and "our country's most-watched sporting event is not it." If networks are "interested in airing statements from the political right and left, why not do it on the Sunday morning talk shows?" McCarthy: "Can't they leave sports fans alone for a few hours?" (USA TODAY, 2/5).
CBS Not Offering Much Of An Explanation
For Rejecting ManCrunch Super Bowl Spot
SHINE A LITTLE LIGHT: In N.Y., Stuart Elliott notes there are "several reasons for the additional interest in the spots that CBS will broadcast" on Sunday, the biggest of which is the inclusion of the Focus on the Family commercial. Several surveys have shown that the Tebow ad is the "most-discussed of all potential Super Bowl commercials in online places like blogs and message boards." Another reason for the "growing curiosity about Super Bowl XLIV commercials is that the presence of the Focus on the Family spot is shining a brighter light on the contents of all the ads." CBS this week forced Electronic Arts to change its tagline used in a Super Bowl ad, while the network rejected ads from ManCrunch, GoDaddy.com, CareerBuilder.com and text-messaging service KGB. But despite interest in "commercials that will not appear, advertisers say they are confident the spots they intend to run will be noticed" (N.Y. TIMES, 2/5).
POLITICAL STATEMENT: Former NFLer Jay Riemersma, one of "four Republican congressional candidates running in Michigan's solidly conservative 2nd District, will host a rally Sunday in support" of Focus on the Family's spot. Riemersma's event is scheduled for 5:00-6:00pm ET, leading up to the kickoff of the Super Bowl (AP, 2/4).
Watch A-B InBev's Super Bowl
Spot Featuring The Clydesdales
ALL-OUT MARKETING BLITZ: USA TODAY's Bruce Horovitz writes Super Bowl marketing is a "multimedia shopping binge" for A-B. The brewer is the game's largest advertiser with the five minutes of air time, and A-B also bought "animated 'billboards' in each of the quarters, when quick nods will be given to an A-B brand within the game." It also has "paid for six on-air 'mentions' of brands to be made when the overhead blimp shows aerial views of Miami, where the Super Bowl is being played." The brewer has Super Bowl "ad teasers and outtakes on its Facebook pages for Bud Light and Budweiser." Meanwhile, A-B has "temporarily taken over the Surfcomber Hotel in the South Beach area of Miami and renamed it the Bud Light Hotel" (USA TODAY, 2/5).
CBS has sold out all 62 ad spots for Sunday's broadcast of Super Bowl XLIV. The chart below presents a quarter-by-quarter run down of the advertisers on Sunday's game. The list, compiled via research and several media reports, is tentative and likely to change by gametime.SUPER BOWL XLIV ADVERTISERS1ST QUARTERTIMEAGENCYBoost Mobile:30180, L.A.Bridgestone:30Richards Group, DallasBud Light:30Cannonball, St. LouisBud Light:30Cannonball, St. LouisBud Light:30Cannonball, St. LouisCoca-Cola:60Wieden+Kennedy, PortlandDoritos*:30Goodby, Silverstein & Partners, S.F.**Doritos*:30Goodby, Silverstein & Partners, S.F.**Doritos*:30Goodby, Silverstein & Partners, S.F.**ETrade:30Grey, N.Y.Flo TV:30Magner Sanborn, SpokaneFocus On The Family:30In-HouseGo Daddy:30In-HouseHyundai Sonata:30Innocean Worldwide Americas, IrvineMonster.com:30BBDO, N.Y.Paramount Pictures ("The Last Airbender"):30In-HouseSkechers:15n/aSnickers:30BBDO, N.Y.2ND QUARTERTIMEAGENCYBud Light:30Cannonball, St. LouisBudweiser:60DDB, ChicagoCareerbuilder.com*:30n/aCars.com:60DDB, ChicagoDenny's:15Goodby, Silverstein & Partners, S.F.Dodge (Chrysler):60Wieden+Kennedy, PortlandDr Pepper Cherry:30Deutsch, L.A.Hyundai:30Innocean Worldwide Americas, IrvineLevi's Dockers:30DraftFCB, IrvinePapa John's:30Zimmerman Advertising, Ft. LauderdaleParamount Pictures ("Shutter Island"):30In-HouseTeleflora:30Fire Station (In-House)TruTV's "NFL Full Contact":30Grey, N.Y.Walt Disney Pictures
("Alice in Wonderland"):30In-HouseFIRST HALF TBDTIMEAGENCYFlo TV:30Magner Sanborn, SpokaneUniversal Studios Orlando:
The Wizarding World of Harry Potter:30Rosso Media, U.K.3RD QUARTERTIMEAGENCYBridgestone:30Richards Group, DallasBudweiser Select 55:15Momentum, St. LouisCoca-Cola:60Wieden+Kennedy, PortlandDenny's:30Goodby, Silverstein & Partners, S.F.HomeAway:30Publicis In The West, Seattlekgb:30Brooklyn Brothers, N.Y.Kia Sorento Crossover:30David & Goliath, L.A.Michelob Ultra:30Palm+Havas, ChicagoMotorola:30Anomaly, N.Y.NFL***:60Grey, N.Y.Taco Bell:30DraftFCB, IrvineU.S. Census Bureau:30DraftFCB, IrvineVolkswagen:30Deutsch, L.A.Walt Disney Pictures
("Prince of Persia: The Sands of Time"):30In-House4TH QUARTERTIMEAGENCYAudi A3 TDI:60Venables, Bell & Partners, S.F.Budweiser:60DDB, ChicagoDenny's:30Goodby, Silverstein & Partners, S.F.Electronic Arts ("Dante's Inferno"):30Wieden+Kennedy, PortlandGo Daddy:30In-HouseHonda Accord Crosstour:30RPA, Santa MonicaIntel:30Venables, Bell & Partners, S.F.Pop Secret/Emerald Nuts:30Goodby, Silverstein & Partners, S.F.Skechers:15n/aVizio:60Venables, Bell & Partners, S.F.TBDTIMEAGENCYDove Men+Care:30Ogilvy & Mather, N.Y.Universal Pictures (TBD)TBDIn-House
NOTES: * = user-generated spot. ** = advised on consumer-made spot. *** = NFL will also have two 10-second in-game spots promoting the NFL Draft's move to primetime in '10.
Super Bowl Victory Could Mean Another
$3M In Annual Ad Deals For Manning
JUST DREW IT: Brees is one of three NFLers, along with Colts WR Reggie Wayne and Vikings DE Jared Allen, that EA Sports is allowing fans to vote on to be the cover athlete for "Madden NFL 11." L.A. Times columnist Bill Plaschke said, "Any big business would be out of its mind to put it up to a fan vote. This is not a fan vote. It's already rigged. There is no choice. It has to be Drew Brees. Nobody would vote for anybody else. He's perfect for the cover. He fits 'Madden' perfectly" ("Around The Horn," ESPN, 2/4).
WE MUST PROTECT THIS HOUSE: U.S. Immigrations & Customs Enforcement Assistant Secretary John Morton said that federal agents have "seized more than $100,000 worth of counterfeit NFL goods in the past month in South Florida, where criminals are taking advantage of the excitement" leading up to Sunday's Super Bowl. NFL VP/Legal Affairs Anastasia Danias noted that "many efforts have been put in place to prevent knock-offs" of Super Bowl XLIV tickets. In Ft. Lauderdale, Rachel Hatzipanagos notes the back of the official ticket has a stamp with the words "On The Moment" in special ink, which "temporarily becomes invisible" when rubbed. In addition, the "picture of the Vince Lombardi trophy on the ticket's front is embossed" (South Florida SUN-SENTINEL, 2/5).
WHAT MIGHT HAVE BEEN: Atlas Embroidery VP/Sales Adam Cohen, whose company produces Super Bowl apparel for Reebok, said a Cowboys-Jets Super Bowl matchup "from the manufacturing standpoint would have been the best-case scenario." Cohen said that game would have created "maybe ten-fold the amount of merchandise" as the Saints-Colts game will (Fox Business, 2/4).
Posters Feature Tidbits About
NFL Players' Off-Field Lives
WHO ARE YOU? A recording of The Who's performance during the Bridgestone Super Bowl XLIV Halftime Show will be made available following the game to purchase, download and play in the music video game "Rock Band." "The Who Super Bowl S-mashup" will be available in the "Rock Band" Music Store immediately after the game on XBox 360 and the Wii console (MTV Games).
Several All-Stars Will Wear New TS
Supernatural Shoes At Next Weekend's Game
THREE STRIPES: AD AGE's Jeremy Mullman wrote every company "wants its online videos to go viral, but few companies go so far as to actually give consumers an incentive for sharing." However, adidas is "doing exactly that in a highly interactive push to promote its lightest-ever footwear and apparel lines." adidas will air a 30-second spot starring Howard that will "encourage viewers to visit its website and YouTube channel, where they can access more content" featuring Howard. adidas also has created a video of Howard "dunking that shows him jumping as high (or as low) as consumers choose via a gaming-style grid control." A third video allows viewers to watch one of Howard's dunks "from five different angels." Ad agencies 180, L.A., and Riot, Amsterdam, created the effort. A YouTube spokesperson said that adidas is the "first marketer to tie access to content to the number of views a video draws on its service" (ADAGE.com, 2/4).
HISTORY IN THE MAKING: In Dallas, Mark Norris reports "massive images" of NBA players are "on three Dallas skyscrapers." The posters, "each hundreds of feet tall, are being used to promote" the All-Star Game at Cowboys Stadium. The "500-foot-plus image" of Mavericks F Dirk Nowitzki and Cavaliers F LeBron James on the Bank of America Plaza "could soon hold the Guinness World Record for largest building wrap." Norris notes "more than 125 DART buses will have All-Star ads, both inside and out," while Love Field and Dallas/Ft. Worth Int'l Airport "will have All-Star signs welcoming visitors." Fans will see the signs "everywhere," including in "nine hotels." They also will be "on lampposts in Dallas and Arlington" and "on billboards dotting freeways." It is the "largest signage effort ever by the NBA for an All-Star Game" (DALLAS MORNING NEWS, 2/5).
Kardashian Pushing Her New Perfume
With Sponsorship Of Sprint Cup Car
MAKING HIS MARK: ESPN.com's David Newton wrote NASCAR has not "seen an owner" like Michael Waltrip Racing Owner Michael Waltrip since Earnhardt Ganassi Racing co-Owner Felix Sabates "came into the sport in 1987." Fans "want color," and Waltrip "is color." Waltrip since May has appeared on NBC's "My Name Is Earl," Fox News' "Sean Hannity Show," Fox' "Are You Smarter Than A Fifth Grader?" and Speed's Haiti relief program. Waltrip also "swapped places for a day with the winner of a fan contest for sponsor Best Western, reached a deal to appear on Showtime's 'Inside NASCAR,' did an interview for the Wall Street Journal, drove in the 24 Hours of Dubai where he met Middle East dignitaries, and filmed commercials for sponsors." Newton also noted Waltrip "'tweets' like a maniac, sending out random thoughts to his more than 22,000 followers." MWR crew chief Pat Tryson: "Before it's all said and done he may be the new role model as an owner in this sport." Newton wrote NASCAR needs "more owners like Waltrip," as the sport needs them to "show their personalities just like we need drivers to" (ESPN.com, 2/2).
CAMPAIGN ON-TRACK : THE HILL's Jordan Fabian noted U.S. Rep. Kendrick Meek (D-FL) on Twitter Tuesday announced his U.S. Senate campaign will sponsor Mike Wallace's No. 01 car during the February 13 NASCAR Nationwide Series Drive For COPD 300. However, National Republican Congressional Committee Communications Dir Ken Spain on Twitter in response posted a "jab about the route race cars take on the track." Spain: "Steering hard left" (THEHILL.com, 2/2).
NOTES: Hunt Brothers Pizza (HBP) has reached a deal to sponsor Richard Petty Motorsports' No. 19 Sprint Cup Chevy and Kevin Harvick Inc.'s No. 2 Camping World entry, both of which will be driven by Elliott Sadler (HBP)....Watkins Glen Int'l (WGI) and Continental Tire have agreed upon initial terms for a sponsorship relationship that will run through '14. The deal includes title sponsorship of the track's Grand-Am Continental Tire Sports Car Challenge during the June 4-6 weekend (WGI).