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Volume 27 No. 10
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The $5.6M Question: Are Super Bowl Ads Actually Underpriced?

The ads that aired during Super Bowl LIV were one of the most popular talking points yesterday on TV and radio shows across the spectrum, and VaynerMedia's Gary Vaynerchuk suggested the spots were "grossly underpriced" due to all the publicity that comes around an appearance in the game. Vaynerchuk -- whose company had three ads air on Sunday, including Planters' "Baby Nut" spot -- cited the "dynamics” of social media and resulting attention that allows ads to go viral. He said, "Even without the Internet, it's the one time America sits down and wants to actually watch a commercial" ("Closing Bell," CNBC, 2/3). However, CNBC's Kelly Evans wondered if Super Bowl ads are "really worth the money." She said, "The ads are so overproduced and there's so much hype" ("The Exchange," CNBC, 2/3). 

DIFFERENT APPROACH: Recode's Kara Swisher said Google's "Loretta" ad was "beautifully done" and noted the  company has been "doing a series of really terrific ads." CNBC's Jon Fortt said, "I've got to mention the contrast between what tech used to do during the Super Bowl -- I'm thinking GoDaddy ads -- and what tech is doing now with Google, with Facebook, with Amazon: heart strings, real relationships. Despite what's actually happening data-wise online with relationships, at least culturally there's been a notable shift in how women and relationships are portrayed" ("Squawk Alley," CNBC, 2/3).

TOTALLY NUTTY: NBC's Jimmy Fallon said one of the game's "big commercials" was for Planters, which "brought back Mr. Peanut as a baby and called him Baby Nut." Fallon: "Most people said 'cute' while one guy was like, 'Hey, that's my Secret Service code name'" ("The Tonight Show," NBC, 2/3). Comedy Central's David Spade said Planters' Baby Nut mascot "made sense during an NFL game because Baby Nut is one of the symptoms of steroids" ("Lights Out," Comedy Central, 2/3).

BOSTON DIALECT: Comedian Pete Holmes, who is from Boston, said of Hyundai's ad that "anytime Hollywood gives" Boston accents to anyone, "We're like cheering and clapping because we talk stupid." Holmes said, "We have Harvard, MIT, birthplace of the American Revolution. 'Shut up and talk about Dunkin Donuts!'" Comedian Dana Gould, who also is from Massachusetts, said, "The only thing about that commercial that was not accurate was there wasn't a guy with a broken bottle at the end of the space going, 'Go ahead, scratch my cahr!'" ("Lights Out," Comedy Central, 2/3).

BRINGING UP THE REAR: ABC's Jimmy Kimmel said, "According to USA Today, the most popular Super Bowl commercial was the Jeep ad where Bill Murray rode around with a groundhog and the least-liked commercial, coming in at No. 62 or 62, was for [President] Trump's re-election campaign. That's true. Not a joke. It was rated last. Donald Trump is less popular than scientology and hummus" ("Jimmy Kimmel Live," ABC, 2/3).