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SBD/January 20, 2014/Marketing and Sponsorship
Fox Deportes Has Sold 80% Of Super Bowl Ads For First Spanish-Language U.S. Broadcast
Published January 20, 2014
WILD NIGHT IS CALLING: BUSINESS INSIDER's Aaron Taube noted Bud Light over the weekend released six teasers for its Super Bowl ads, "revealing that two of the brand's ads will feature" actors Arnold Schwarzenegger, Don Cheadle and Reggie Watts. A-B last week announced two of the three Bud Light ads "would form a cohesive story called 'Epic Night' and include surprise celebrity cameos." The teasers indicate the ads will "tell several interweaving stories featuring wild nighttime escapades in the vein of the popular 'The Hangover' movies." Schwarzenegger in one teaser is shown "gearing up for an intense game of ping-pong," while another shows Cheadle "in an apartment building hallway with a llama that appears to be his pet" (BUSINESSINSIDER.com, 1/18).
IN THE DRIVERS SEAT: BLOOMBERG BUSINESSWEEK's Eric Chemi offers three reasons why the Super Bowl can "consistently command ever-increasing prices from advertisers." Viewers "don’t change the channel when a commercial break comes on, compared to any other type of programming," and the audience levels for the ads "are actually higher than for the on-field play itself." Super Bowl ads also "have staying power from all the pre-game and post-game discussions about them." Finally, the cost-per-viewer is "still competitive and in-line with normal TV programming" (BUSINESSWEEK.com, 1/20). The MOTLEY FOOL's Katie Spence wrote because of the "sheer number of people that tune in ... Super Bowl ads, if done correctly, increase brand recognition and drive purchase interest" (FOOL.com, 1/19).