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SBD/February 6, 2013/Marketing and Sponsorship
Fox Sports Using N.Y. Setting In Pitch To Advertisers For Super Bowl XLVIII
Published February 6, 2013
TOPPING THE METER: TiVo on Monday released its top 10 most-engaging Super Bowl commercials and moments from this year, with Taco Bell's "Live Mas" commercial taking the top spot. TiVo’s top 10 commercials from Super Bowl XLVII all aired in the first half. after Taco Bell was Doritos' "Goat For Sale" and the Hyundai Santa Fe "Pick Your Team" spot (TiVo). The Northwestern Univ. Kellogg School of Management's Super Bowl Advertising Review gave Tide top marks for its miracle stain spot. Other top-ranked ads included M&M’s, Best Buy, Axe, Wonderful Pistachios and Jeep. BlackBerry and Lincoln ranked at the bottom (Northwestern). Meanwhile, Zimmerman Advertising’s Z Super Poll found movie trailers aired during the game scored the highest this year. Disney’s “Lone Ranger” (+19%) and “Oz The Great and Powerful,” (+15%) along with Universal’s “Fast & Furious 6” (+15%) all had the greatest change in purchase intent. In addition, got milk? had an 11% increase in purchase intent following the ad. The brands that dropped the most in purchase intent were Samsung (-15%), Calvin Klein (-13%) and Oreo (-10%) (Zimmerman).
NO TISSUES NEEDED: REEL CHICAGO’s Lewis Lazare wrote viewers’ “tear ducts most assuredly did not go into action” during Budweiser’s Clydesdale spot, “perhaps because we sensed about 10 seconds into the spot that it was warmed over.” The ad was a “rip-off of other, better, more emotion-laden spots from longtime Anheuser Busch roster agency DDB/Chicago that aired in previous Super Bowls” (REELCHICAGO.com, 2/5).