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What Are You Watching In May 2018
 
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QUICK HITS

• Per N The top 25 public companies by game revenues captured 77% of the $121.7B global games market last year. No. 1 (for 5th consecutive year) followed by ,

• "Following an exciting and successful event in Dallas, we're thrilled to take the NFL draft to Nashville. The city has a passionate fan base and offers iconic locations that will enable us to expand the Draft in unique ways," said NFL commissioner Roger Goodell: April 25-27, 2019, spanning across multiple landmarks in Nashville's historic downtown district.

• The University of Phoenix Stadium in Glendale, Arizona will host Super Bowl LVII in 2023 and the Mercedes-Benz SuperDome in New Orleans will host Super Bowl LVIII in 2024, per the NFL. 

KEEPING SCORE

Upcoming Super Bowls

Super Bowl LIII Feb. 3, 2019 Mercedes-Benz Stadium, Atlanta (CBS)
Super Bowl LIV Feb. 2, 2020 Hard Rock Stadium, Miami (FOX)
Super Bowl LV Feb. 7, 2021 Raymond James Stadium, Tampa (NBC)
Super Bowl LVI Feb. 6, 2022 Los Angeles Stadium, Inglewood, CA (CBS)
Super Bowl LVII Feb. 5, 2023 University of Phoenix Stadium, Glendale, AZ (Fox)
Super Bowl LVIII Feb. 4, 2024 Mercedes-Benz SuperDome, New Orleans (NBC)

Source: NFL

BUY SELL

WEEKEND BOX OFFICE (May 18-20)
1. Deadpool 2 - 20th Century Fox - $125M
2. Avengers: Infinity War - Disney - $28.7M
3. Book Club - Paramount - $12.5M
4. Life Of The Party - Warner Bros. - $7.7M
5. Breaking In - Universal - $6.5M
6. Show Dogs - Open Road - $6M
7. Overboard - Lionsgate - $4.7M
8. A Quiet Place - Paramount - $4M
9. Rampage - Warner Bros. - $1.5M
10. Feel Pretty - STX Entertainment - $1.2M
11. Super Troopers 2 - 20th Century Fox - $1.1M
12. Black Panther - Disney - $0.8M
SOURCE COMSCORE

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Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Wednesday
Feb022011

Ad Survey: At Super Bowl XLV, Expect The Good, The Bad And The Ugly

GoDaddy.com is expected to get high ROI from its Super Bowl spots, including one with Jillian Michaels (left) and Danica Patrick.February 2, 2011: There is some good news and some bad news, and even some ugly news, for marketers who will be running ads on Fox during Super Bowl XLV.

The good news for such companies as Pizza Hut, Pepsi Max, Sketchers, Hyundai and GoDaddy.com is that they can expect the most ROI for their 30-second spots, which this year cost between $2.7-$3 million.

The bad news for companies including Chrysler, E*Trade, CarMax, General Motors, Cars.com and several Hollywood studios is that they can expect the least ROI for their investment, according to a survey conducted by Brand Keys, a brand and customer loyalty research consultancy based in New York.

The ninth annual Brand Keys’ Super Bowl Engagement Survey was conducted the third week of January among a national sample of 2,000 men and women, 18–65 years of age, who indicated that they were going to watch Super Bowl XLV. The research examines the 29 brands reported in industry publications as having purchased spots.
 
According to Brand Keys, the survey was created to "predictively measure consumer’s true reactions to brands within the context of the medium."

“This is more than Monday-morning, creative quarterbacking. Day-after creative reviews are always interesting, have a high ‘water cooler effect’ and elicit lots of chatter," said Robert Passikoff, founder and president of Brand Keys.

“But advertisers should remember that ‘buzz’ comes in two frequencies: positive and negative. ’Wasn’t that terrible?’ generally isn’t a phrase that appears in creative briefs.’ And even setting aside the question of quality creative, the survey brings into harsh relief the more important question being articulated: Does the ad buy actually do anything for the brand’s bottom line?”

The Brand Keys’ Super Bowl Engagement Survey shows that this year, more advertisers, some 55%, will see substantial ROI on their spots than last year, when the survey indicated that only 38% would see substantial ROI.

Two quirky commercials from Cars.com, incuding 'Go First,' could get low responses, says Brand Keys.Groupon, Sketchers (featuring Kim Kardashian), Pizza Hut, GoDaddy and Hyundai are the five advertisers that will get the highest return on their Super Bowl ad investments. But aside from Hyundai, an overload of automotive advertisers, with some ten scheduled to run spots during the game, means that  Chrysler and Chevrolet are likely to see the lowest returns, and CarMax and Cars.com likely to experience ROI that could turn ugly, per Brand Keys.

Why was Hyundai able to break away from the automotive pack? Perhaps because of the two light-hearted spots they are scheduled to run. "Hypnotized" and "Deprogramming," will, according to the car company, attempt  to "hypnotize 100 million viewers simultaneously through a kaleidoscope of graphics featuring compact car stereotypes paired with a soothing voiceover declaring, among other things, 'Compact cars can be more.' Once the viewer is fully entranced, the voice calmly brings them back to reality, saying, 'Snap out of it, man.' "

“More and more, clients want to know more than that their ads were ‘seen,’ and with 30-second spots selling for $3 million, this becomes a whole new ball game for brands," said Passikoff. "Calculating ROI gets particularly complex when you need to work in consumer-generated content, social networking efforts and contests. It helps to know that the foundation of your campaign is reinforcing your brand.”

According to Passikoff, engagement assessments are separate and apart from how many eyeballs were watching and are a "reality check" that lets advertisers know how super their media buys actually are. “It has nothing to do with ‘being watched’ or of consumers ‘being aware,’ and has everything to do with being emotionally engaged with the brand,” said Passikoff. “That’s vastly different from just being entertained. A laugh or a tweet is not an acceptable return on an investment of this size.”

"Calculating ROI gets particularly complex when you need to work in consumer-generated content, social networking efforts and contests."

Brand Keys explained that results correlate highly with consumer behavior, and are reliable predictors of future brand purchase behavior. “Think of it as identifying how the media reinforces — or in some cases, degrades — brand values,” said Passikoff.
 
Passikoff explained that, for the study, "all brands have been calibrated to 100%. The return that you want to see for your investment is a minimum increase of 7 percentage points added to your brand’s equity to ensure you’re getting a real return on a very expensive investment.”

Assessments for this year’s Super Bowl advertisers, per Brand Keys (in alphabetical order):
 
Advertiser/Super Bowl ROI (+/- %)
Anheuser-Busch Bud Light: +8
Audi of America: +5
Best Buy: +9
BMW: +7
Bridgestone: +5
Careerbuilder; +7
CarMax: -4
Cars.com: -3
Chrysler: -4
Coca-Cola: +3
Doritos: +9
E*trade: -2
GM Chevrolet: 0
GoDaddy.com: +10
Groupon: +12
HomeAway: +4
Hyundai: +11
Kia: +7
Mars:   +8
Mercedez-Benz  +8
Paramount Pictures +2
PepsiMax +9
Pizza Hut    +10
Skechers  +12
Suzuki  +8
Teleflora +8
Universal Studios +2                                                 
Volkswagen +4

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