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SBD/January 25, 2011/Marketing and Sponsorship
Auto Industry Revs Up Super Bowl Ad Buy With Nine Car Brands Featured
Published January 25, 2011
ON SECOND THOUGHT: CNBC’s Julia Boorstin noted Pepsi is returning after skipping last year, GM will advertise for the first time since ’08, Best Buy is “spending on its first-ever spot in the game and the usual suspects are returning: Anheuser-Busch and e-Trade as well as movie studios.” However, some recent advertisers, like Papa John's, Monster and Denny's, are not returning to the game this year. CNBC’s Tyler Mathisen said with the high TV ratings for the NFL conference championship games, “I wonder whether some of these companies will reconsider those decisions in light of the viewership. The ratings for the NFL this year have been as strong as they have been in a long, long time” ("Power Lunch,” CNBC, 1/24).
HEART BREAKER: Skechers Fitness Group President & CMO Leonard Armato said the brand’s Super Bowl commercial starring Kim Kardashian is “a little racy.” But he stressed that the spot, centering on the reality TV star “going through another breakup,” will not “push the envelope too much.” Armato: “Kim is going to break someone’s heart in the fourth quarter of the game. That’s all I can tell you” (HOLLYWOODREPORTER.com, 1/24).