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SBD/January 7, 2014/Marketing and Sponsorship
More Than Six Automakers To Run Super Bowl Ads, Though Some '13 Advertisers Drop Out
Published January 7, 2014
GAME ON: ABC's Dan Abrams noted the NFL playoffs "have barely begun, but Super Bowl ad mania is already under way." Old Spice has gotten "out of the gate already, generating ad buzz weeks ahead of Super Bowl Sunday." The brand's "Mom Song" campaign debuted last weekend, and Abrams noted the ad is a "promising start." Abrams: "Prices for the ads that run during the big game are said to be higher than ever before at $4 million for 30 seconds. Maybe that's why Old Spice got a jump start, so we and other media can add to the value." However, he said, "Whether those pricey spots do anything to boost sales, that's another question" ("Nightline," ABC, 1/6). The WALL STREET JOURNAL's Robin Kawakami wrote many viewers "wondered why Old Spice didn’t wait for the ratings bonanza of the Super Bowl" to debut the ad. A P&G spokesperson indicated that Old Spice "doesn’t have an ad buy in for the Super Bowl yet" (WSJ.com, 1/6).
BEAST OR BURDEN? AD AGE's Jack Neff cited a study by Tuscon-based research firm Communicus as showing that 60% of Super Bowl ads it tests "don't increase purchase or purchase intent." Communicus CEO Jeri Smith said that Super Bowl spots "do better than average in ad awareness, with 44% of people remembering they've seen an average Super Bowl ad vs. 32% for other ads that get similar gross-rating-point exposure." However, she said that because "the creative often focuses less on the brands ... people not surprisingly remember the brands less often in Super Bowl ads." She added that people people who remember seeing a Super Bowl ad "recall the brand 35% of the time vs. about half the time for other ads." Smith said that the Super Bowl "works better for new products" (ADAGE.com, 1/6).