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Marty’s Marketing Minutia – Let the Game Begin

The Super Bowl Auto Ad Brawl Has Begun.

by on Jan.25, 2013

Mercedes offers a sexy sneak peek at the auto ad it plans for Super Bowl XLVII with Kate Upton.

The hype has begun. Super Bowl XLVII is still ten days away, but the mega-million-buck auto ad brawl is already underway as three of the eight deep pocket car advertisers pre-launch/pre-sell their new commercials to NFL fans!  The reason? Economics. And a numbers game.

At somewhere between $2.4 and $4.0 million per 30-second commercial this amounts to a helluva big expenditure for just one airing. But there’s an even bigger number, as over 115 million American viewers will watch the game February 3, some media mavens are predicting.

Until recently, advertising on the Super Bowl has been nothing more than putting up the game day spot and hoping, maybe, that it will trigger some Monday-morning quarterbacking around the water cooler — with polls and research adding some arguable, additional value. That was then.

Your Inside Source!

What’s become apparent is that a fairly large percentage of viewers are more interested in the commercials than the game itself. So, how to take advantage of that and extend the payback beyond just a game-day airing that is over in 30 seconds, whether a viewer was sitting in front of the TV or off grabbing something from the refrigerator?

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Marty’s Marketing Minutia – Monday Marketing Quarterback

Boring bowl?

by on Feb.06, 2012

Matthew Broderick scored big for Honda by reprising his role as Ferris Bueller.

The Monday following the Super Bowl should be called Critics-day. The buzz, comments, criticism, complaints, statements — and some drivel – filling the web, the newspapers, the radio, networks news shows, blogs, Tweets, Facebookings, social outlets and other media is overwhelming.  Today, anyone and everyone is an ad critic.

The oft quoted sage of show biz, Samuel Goldwyn advised, “Don’t pay any attention to the critics – don’t even ignore them” a non sequitor that points to the importance of the viewer – consumers — in determining and evaluating the commercials on the game. Well, not quite. While the game’s ads were stunningly expensive, there must be someone in the corporate ranks who could – indeed, should — ask, “Was it effective?” Not just a ranking position or pop-poll from best to worst but something more stable and reliable than Jello.

Your Auto Source!

Enter Ace Metrix, an industry authority in measuring and understanding the impact of advertising creative. Through patent-pending Ace Score™ measurement technology, Ace Metrix collects and measures the consumer impact of every nationally breaking TV ad in near real-time. Ace Scores are considered by many big advertisers to be the leader in delivering actionable insight by measuring creative effectiveness from television commercials. There’s is not a popularity contest, not a summary of critical comment, but a numerical score based on consumer reactions.  This means there will often be a difference, a dissimilarity and divergence in who ranks where.

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Marty’s Marketing Minutia – Hype and Hoopla Edition

Autos in Sports, History and Entertainment.

by on Jan.27, 2012

In an unusual twist, a few Super Bowl advertisers are already showing their game spots.

Super Bowl XLVI Hype 3.0

Contrary to popular belief, less is not more, more is more when it comes to carvertisers on the Super Bowl broadcast. Just nine days and counting til kick-off but you’d think it’s already the big game.  Enuf is enfuf already, as the teasers, hype and embellishment continues unabated.  Here’s this week’s update:

Apple and General Motors Ads Dominate NFL Playoff Games

Your Source!

It’s crunch time. The big, really big winners in NFL Playoffs advertising, according to data from Ace Metrix were: Apple, General Motors (Cadillac), Applebee’s, Nissan, and Google were the most effective advertisers during the past three weekends of playoff football.  As noted in a special MMM this past Monday the three weekends of playoffs are often an interesting test run for advertising during the Super Bowl.

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Marty’s Marketing Minutia – Huddle Edition

Automakers sacked in NFL playoffs.

by on Jan.23, 2012

Audi hopes to make some big inroads with its presence on the Super Bowl.

This past weekend’s games settled who gets to play on February 5 in Super Bowl XLVI but also served as a preview of the carvertising that we’ll see when the New England Patriots and NY Giants square off on the gridiron next month.

Few businesses spend more money on those :30 second spots than carmakers like Chrysler, GM Audi and – for the first time this year, Toyota, which hopes to use the Super Bowl to help kick off its comeback after several years of fumbles.

Chrysler and Volkswagen certainly scored touchdowns last year, but if the latest numbers are any indication, automakers aren’t exactly winning the game with their latest spots. Based on the Ace Scores during the prior week play-off games, the Super Bowl could turn into the Stupor Bowl© for car ads.

Your News Source!

Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience.  The results are presented on a scale of 0-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc.

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Marty’s Marketing Minutia – Detroit Auto Show Edition

For the auto world, prime time starts Sunday.

by on Jan.06, 2012

The hordes descend. There'll be thousands of media at the coming week's Detroit Auto Show. And they'll be collecting countless media kits.

But first our first annual MMM Media Kit Award

This is my homage to the annual deluge of Car-of-the-Year awards that will be raining down on us, notably including the widely-watched North American Car and Truck of the Year ceremony that will usher in the Detroit Auto Show on Monday morning.

In recent weeks, you’ve undoubtedly noticed a deluge of ads quoting one or the other of these awards and you can be certain the winners of the two NACTOY trophies will be backing up their victories with some hefty media dollars.

A Little Automotive Weirdness!

A favorite business question these days is, “what’s the take-away?” Auto journalists, scribes, bloggers, pundits, analysts, consultants and of course, the ubiquitous ranks of eBay purveyors at the annual Detroit auto industry bash and assorted launch events know the key take-away: It’s the media kit.

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