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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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