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• In conjunction with the official grand opening of its Americas headquarters, Bridgestone Americas, Inc. and the Nashville Predators unveiled an additional five-year extension for the naming rights agreement for Bridgestone Arena, home of the Nashville Predators. Initially signed in March 2010, the extended terms now ensure Bridgestone naming rights through 2025. Financial terms were not shared.
• Research, marketing and consulting firm NewZoo, San Francisco, has increased its estimate of the market size for global games for 2016-20 “based on an even stronger performance than anticipated in the first three quarters of the year. NewZoo now says that the global games market would generate $116 billion in game software revenues, $7.1 billion higher than previously estimated and nearly 11% growth vs. 2016. The firm now estimates that the category will hit $143.5 billion in 2020.

• Univision Deportes said it would conclude the year as the “leading sports brand delivering the most soccer viewing in the country throughout 2017.” Univision Deportes said this past year it earned the highest share of soccer viewing in the U.S. among 29 networks broadcasting live soccer, claiming over 40% of all viewing across the networks of Univision. It also said it led the industry by “broadcasting 19 out of 20 top-rated club soccer matches in 2017, regardless of language.”
• The NBA has named Indianapolis as the site for the 2021 All-Star Game, to be played in Bankers Life Fieldhouse on Feb. 14. The next three NBA All-Star Games are: Los Angeles (Staples Center, Feb. 18, 2018), Charlotte (Spectrum Center. Feb. 17, 2019) and Chicago (United Center, Feb. 16, 2020). Cleveland said it would seek to host the 2022 game, which would be the 70th All-Star Game in league history.

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Top-Selling NBA Jerseys Dick's Sporting Goods (Season to Date)

1. LeBron James Cleveland Cavaliers
2. Stephen Curry Golden State Warriors
3. Kevin Durant Golden State Warriors

4. Russell Westbrook Oklahoma City Thunder
5. Joel Embid Philadelphia 76ers
6. Kristaps Porzingas New York Knicks
7. Giannis Antetokounmpo Milwaukee Bucks

8. James Harden Houston Rockets
9. Ben Simmons Philadelphia 76ers
10. Isaiah Thomas Cleveland Cavaliers
11. Kawhi Leonard San Antonio Spurs
12. Gordon Heyward Boston Celtics
13. Kevin Love Cleveland Cavaliers
14. Karl-Anthony Towns Minnesota Timberwolves
15. Al Horford Boston Celtics

SOURCE: DICK'S SPORTING GOODS

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TOP SEARCHES IN U.S. ON GOOGLE 2017

Lists are based on search terms that had a high spike in traffic in 2017 as compared to 2016.
Athletes
1. Floyd Mayweather
2. Gordon Hayward
3. Aaron Boone
4. Paul George
5. Tony Romo
6. Aaron Judge
7. Gonzo Ball
8. Carmelo Anthony
9. Sergio Gracchia
10. Isaiah Thomas

Professional Sports Teams
1. New York Yankees
2. Houston Astros
3. Boston Celtics
4. Los Angeles Dodgers
5. Atlanta Falcons
6. Dallas Cowboys
7. New England Patriots
8. Pittsburgh Steelers
9. Houston Rockets
10. Philadelphia Eagles

SOURCE: GOOGLE

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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
Thursday
Jan242013

Rookie Advertisers Look To Make Noise On National Stage During Super Bowl Sunday

By Barry Janoff

(Originally published at MediaPost.com)

January 24, 2013: There has been a lot of talk this season about the play of NFL rookie quarterbacks, including Andrew Luck, Robert Griffin III, Russell Wilson, Brandon Weeden and Ryan Tannehill.

Now comes the time to anticipate the play of rookie advertisers in Super Bowl XLVII.

This year's list of first-time Super Bowl advertisers includes Unilever's Axe (fronted by former astrounaut Buzz Aldrin, pictured below), Gildan Activewear, SodaStream International, Paramount Farms' Wonderful Pistachios, AMC's The Walking Dead (pictured below), and two brands that could have upped the recognition factor among viewers even more by joining forces: Oreo cookies and the Milk Processor Education Program.

Considering that 30-second spots on CBS averaged $3.8 million and that the network said it has sold spots for $4 million, is that too much to risk?

“As a lifestyle brand synonymous with innovative products and marketing, we are always pushing boundaries into uncharted territories,” Gaston Vaneri, brand director for Axe, said when the men's grooming brand revealed its Super Bowl participation. “We [are] taking our interaction with our fans to new heights, so the Super Bowl became the obvious platform to share it with the world.”

Back in 2008, there were six newcomers to the broadcast of Super Bowl XLII on Fox, which represented 18% of all advertising during the game. That year, 30-second spots were going for an average of $2.7 million.

That number jumped to 10 first-time advertisers during Super Bowl XLVI this past February, which represented 30% of all advertising, according to marketing and research firm Kantar Media, New York. Among the rookies during the NBC broadcast were Century 21, Dannon, Lexus, Acura, H&M and 2nd Story Softwear.

The average cost for a 30-second spot was $3.5 million, so do the math when you figure that the telecast averaged more than 111.1 million viewers, topping the 111 million viewers for Super Bowl XLV and making it the most-watched program in U.S. TV history.

It also was the first time that the NFL streamed the game live via the Internet and mobile phones.

"We believe that the buzz and the conversation that began at the Super Bowl enabled us to carry through with many other activities, advertising, tools and other activations that have taken us to where we are today," said Bev Thorne, CMO for Century 21. Based on such figures as a 20% boost in total leads and a 40% climb in Web site traffic (versus what Thorne said was 4% industry Web site growth), the real estate firm is back in the mix for Super Bowl XLVII.

That also raises a Catch-22 that both rookie and veteran Super Bowl marketers must face: Do you release your commercial online days or, in some cases, a week before the game to cash in on word-of-mouth buzz, or let it all ride on the surprise of the in-game launch?

"Oreo is an incredibly iconic brand that is beloved by consumers in America and around the world. So we look for iconic ways and iconic places to showcase that."

Last year, Lexus opted for the early breakout (which also included a social media contest driving visitors to the Super Bowl spot), in part to shine a light on its first Super Bowl ad and in part to separate itself from the pack of the dozen auto-related spots that would run during the game.

"People have never seen Lexus on Super Bowl Sunday," Brian Smith, vp-marketing for Lexus, said regarding the strategy. "So some people would say that Lexus is making a statement."

It goes without saying (but we'll say it anyway) that a Super Bowl spot does not guarantee success. Super Bowl XXIV in 2000 is infamously known as the "Dot.Com Super Bowl" due to the plethora of Internet-based companies — the majority of which were rookie one-hit wonders — that advertised during the game. The average going price of $1.1 million helped to break the bank of such companies as Pets.com, Epidemic.com, Lifeminers.com, Netpliance.com, OnMoney.com and LastMinuteTravel.com. (To be fair, E-Trade, WebMD and Monster/HotJobs survived.)

Oreo is using its debut into Super Bowl advertising this year as a pinnacle of the brand's 100th birthday celebration. "Oreo is an incredibly iconic brand that is beloved by consumers in America and around the world," according to Laurie Guzzinati, a spokeswoman for brand owner Mondelez International, which took over as Oreo's parent company in October. "So we look for iconic ways and iconic places to showcase that."

Paramount Farms' Wonderful Pistachios has signed "Gangnam Style" creator Psy to star in its (and his) first Super Bowl spot. It also is using the national publicity to support a sweepstakes offering a top prize of the use of a new Mercedes-Benz SLk for a year.

Meanwhile, SodaStream USA, the domestic subsidiary of SodaStream International, will use the game to enlighten consumers about its services as manufacturer and distributor of home beverage carbonation systems, which convert tap water into carbonated soft drinks and sparkling water.

The messaging will pit relatively unknown SodaStream against deep-pocket beverage giants.

PepsiCo has spent nearly $182 million on Super Bowl advertising over the past 10 years, according to Kantar Media. This year, Pepsi upped the stakes by taking over sponsorship of the Super Bowl Halftime Show and forming a partnership with halftime star Beyoncé to carry their alliance worldwide.

Rival Coca-Cola has spent in excess of $80 million during Super Bowl broadcasts, according to Kantar Media.

"Our new commercial highlights the revolutionary benefits of our technology, confronting the conventional and arguably outdated beverage industry by showing people that there is a smarter way to enjoy soda,” Daniel Birnbaum, CEO for SodaStream, said upon sharing the news of the company's Big Game entry.

Bottom line: Rookies need to step up and make as much or more noise than Super Bowl veterans.

According to Birnbaum, “The massive reach of this campaign will help spread [our] message, beginning with over 100 million viewers on Super Bowl Sunday, and will include follow-up commercials and other integrated marketing activities. Our commitment to invest in the Super Bowl is in line with our broader efforts to significantly increase our market penetration in the U.S. and globally."

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