SBD/February 6, 2013/Marketing and Sponsorship

Fox Sports Using N.Y. Setting In Pitch To Advertisers For Super Bowl XLVIII

Fox execs are touting the urban location of Super Bowl XLVIII as a perk to advertisers
Fox has begun “making early outreach to advertisers” about involvement in next year's Super Bowl XLVIII as part of “broader talks with marketers about supporting Fox sports-oriented media outlets,” according to sources cited by Brian Steinberg of AD AGE. A source said that talks “also include Fox's coming NASCAR broadcasts as well as the tentatively named Fox Sports 1” national cable network. A source said that in these discussions, "Fox executives have cited the New York setting ... and the excitement the location will bring to the proceedings” held at MetLife Stadium. The source also suggested that Fox would seek to "secure an increase in the price of Super Bowl ad inventory.” CBS saw ratings for Super Bowl XLVII “decline from the year-earlier broadcast on NBC.” But those figures “don't mean the Super Bowl's TV power has dimmed,” as the telecast remains a “marketer favorite precisely because it thwarts all of those ad-undermining behaviors.” Fox' approach to Super Bowl sales “has typically centered around offering something new and intriguing to potential sponsors.” The net in ’07 “partnered with then-corporate sibling MySpace and the NFL to offer Super Bowl advertisers the chance to have an extended web presence around the event, suggesting a movie studio might use the various media to run extended trailers of movies previewed in Super Bowl TV ads” (ADAGE.com, 2/5).

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).
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