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SBD/November 14, 2011/Marketing and SponsorshipPrint All
Hyundai President & CEO John Krafcik Friday said that the automaker is "returning to the Super Bowl in a big way this year," according to Brent Snavely of the DETROIT FREE PRESS. Hyundai in total "has purchased three minutes worth of commercials that will air" on NBC before and during Super Bowl XLVI. The company's plans include "two or three pre-game commercials, two commercials during the second half of the game and a 60-second spot before the kickoff." Hyundai has advertised "for several years in a row during the Super Bowl, but its commercials have tended to emphasize its products and promotional programs." Krafcik said that this year the company "wants to have more fun." Krafcik: "We’d like to be a little more memorable" (FREEP.com, 11/11). Still, Krafcik said that Hyundai "would focus more on a brand message rather than going for entertainment value." He said, "We’re competing with Doritos and Pepsi and Anheuser-Busch. Those are tough competitors from an entertainment point of view." Krafcik "would not specify how much the Korean automaker is spending on the ads" (AP, 11/13).
About a "half-dozen advertisers have pulled commercials from ESPN's broadcasts of coming" Penn State Univ. football games as a result of the child sexual abuse scandal surrounding the university, according to a source cited by Suzanne Vranica of the WALL STREET JOURNAL. One media-time buyer said, "I have multiple advertisers pulling ads." Another buyer added, "I am advising my clients to move out of games for the short term." The identity of "most of the advertisers couldn't be learned," though Cars.com last week announced it was pulling it presenting sponsorship on ESPN for last Saturday's game against Nebraska and this Saturday's game against Ohio State. ESPN "isn't likely to experience much financial pain from ads that are pulled because in most cases marketers will move the ads to other games." Chicago-based Engage Marketing President & Chief Solutions Officer Kevin Adler said that the scandal also "may prompt some corporate sponsors of Penn State's athletic program to end their deals." A GM spokesperson said the company is "'reviewing' its Chevrolet sponsorship of the athletic program but 'right now, we have no plans to pull' it" (WALL STREET JOURNAL, 11/13). Penn State plays Ohio State Saturday at 3:30pm ET on either ABC or ESPN; broadcast details of the Nov. 26 game against Wisconsin have yet to be released (THE DAILY).
Interim coach Tom Bradley addresses the media
in front of sponsorless backdrop banner
READERS WEIGH IN: The WALL STREET JOURNAL over the weekend printed a sentiment tracker: a computational analysis of the conversation on social networks. Among the 20,000 responses about the PSU scandal, 50% said the firing of coach Joe Paterno "was right," while 30% showed "disgust at rioting Penn State students." Fourteen percent "still love Joe Pa," while 6% said the firing was "wrong," and 2% voted for "jokes" (WALL STREET JOURNAL, 11/12). Meanwhile, the school last week "canceled or postponed several events related to" its "For The Future" fundraising campaign, including the "President's Tailgate" before Saturday's game. The campaign had raised $1.3B by April 30 toward a "goal of $2 billion by 2014" (REUTERS, 11/11).
Newcastle-based bank Northern Rock has "ended its sponsorship deal" with EPL club Newcastle United, according to BBC.co.uk. The US$15.9M deal "was renewed in January last year and was due to last four years." It included a clause "allowing the bank to get out after two years, which it has now taken up." It is "understood the decision was made on financial grounds." Northern Rock indicated that the end of the sponsorship follows a "change in the way it spends money on marketing." The bank in the last few years has "ended its sponsorship deals with Durham County Cricket Club, basketball outfit Newcastle Eagles and rugby union side Newcastle Falcons." Newcastle Managing Dir Derek Llambias: "I need to find a new shirt sponsor by the end of December -- and that's the latest. Puma need to put the shirt sponsor on, they're manufacturing, and they would like it last month. I've got a very small window to sell the shirt and naming rights and, if I have to sell them separately, then I have to sell them separately." Meanwhile, the club indicated that changing the name of its home stadium to Sports Direct Arena "was a prelude to securing a new global sponsor which would generate more revenue" (BBC.co.uk, 11/11).
FROM SOCCER TO RACING: EPL club Queens Park Rangers' crest will be featured on F1 Team Lotus' race car for the remaining two races of the '11 season and beyond. Caterham branding will also soon be seen at QPR's Loftus Road stadium (THE DAILY).
The U.S. Marine Corp. and Verizon led all advertisers with three spots each during the debut of “UFC on Fox” Saturday night. The U.S. Marines Corp. had the most air time overall, with two 30-second ads and one 60-second spot. Verizon aired two 15-second commercials and a 30-second ad. UFC partners TapouT and Anheuser-Busch each had two 30-second spots during the broadcast. The following chart presents the national ads that aired during Fox' coverage of the event from 9:00-10:00am ET. The chart does not include regional or local ads. The feed was monitored from Charlotte's WCCB-Fox.
ADVERTISER (BRAND)15-SECOND SPOTS30-SECOND SPOTS60-SECOND SPOTS U.S. Marine Corp*--21 Verizon (Casio G'zOne Commando phone)21-- Anheuser-Busch (Bud Light)*---2--- TapouT*---2--- Ubisoft ("Assassin's Creed: Revelations")---2--- Ford---1--- Rooms To Go---1--- THQ ("UFC Undisputed 3")---1--- 20th Century Fox ("The Sitter")---1--- Warner Bros. ("Sherlock Holmes: A Game of Shadows")---1---
NOTES: Ubisoft's promotion of “Assassin's Creed: Revelations” featured Vikings RB Adrian Peterson, Bulls G Derrick Rose and UFC fighter B.J. Penn. Also, the following Fox and/or UFC programming was promoted during the broadcast, with their frequency listed parenthetically: "NFL on Fox" (3), UFC PPV event Nov. 19th (2), “The Big Bang Theory” (1), “The X Factor” (1) and UFC coverage on Fuel TV (1). * = Official UFC marketing partner.