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Super Bowl Auto Ads Send Buyers Online

The Seattle Seahawks weren’t the only ones enjoying a blow-out night.

by on Feb.03, 2014

Actor Ben Kingsley was one of the "British villains" who helped sell Jaguar to Super Bowl viewers.

While the blow-out game appeared to see many sports fan tuning out well before the lopsided match between the Seattle Seahawks and Denver Broncos wrapped up, automotive advertisers generally appear to be pleased with the results they got from their costly Super Bowl ad blitz.

Jaguar, Maserati, Chrysler and Chevrolet all hailed their spots as successful using a variety of metrics including “customer engagement,” though it remains to be seen if they will be able to translate those investments into actual sales.

We'll Bowl You Over!

And, ironically, it appears that much of the payoff may be the result of skillful use of social media rather than an appearance during the Broncos-Seahawks game itself.

“Based on search activity…the investment paid off,” contends website, which tracked how well automotive brands that advertised during the Super Bowl fared in terms of increased online searches.


Marty’s Marketing Minutia – Super Ad Brawl Countdown

My Take on This Year’s Auto Commercials

by on Feb.01, 2013

Kia will introduce the Hotbots in its Forte ad. Will they become the maker's next "hamstars"?

We’re rapidly approaching that annual celebration of advertising excess known as the Super Bowl.  And this year’s event, XLVII is already creating headlines, as the debate over Volkswagen’s Jamaican-themed spot demonstrated this past week. Almost 40% of the ads that will air on CBS’s broadcast of the game-of-the-year are auto ads. But unlike past years, there’ll be far fewer surprises as leaks, sneaks and previews have become an important component of the actual broadcast.

The Last Word!

Eight car brands are running ads, the question is, “Who is going to have the best car commercial in the broadcast?”

After a review of all spots so far released, here are links to the ads, my picks and rationale for their ranking and when each will run in the game so you don’t miss ‘em.


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.


Marty’s Marketing Minutia – Handicapping the Super Bowl Spots

We interrupt this commercial to bring you a game.

by on Feb.03, 2012

VW goes to the Star Wars cantina.

Super Bowl XLVI – At last the hype will be over

Football is a fast game.  In any single NFL play, all the blocking, tackling, running, passing and kicking – with an occasional stomp – the action will all be over in barely six seconds.  By comparison, the typical Super Bowl spot will run on a seemingly infinite 30 seconds.  If only the typical commercial could deliver nearly as much action, intrigue and suspense, despite the hype of recent weeks.

We’ve been overwhelmed by all the teasing, tempting and taunting — not with arcane football details but with news, snippets, even special commercials, about all the commercials that will be competing with the Super Bowl itself this coming weekend.  Where the commercials once provided an excuse to get up, grab another beer and perhaps answer nature’s call, they have become an event unto themselves, prompting preview coverage worthy of the sports hype on networks like NBC and ESPN preceding the championship football extravaganza.

Your Trusted Source!

It’s like giving away the Giants or the Patriot’s game plan. Where is the suspense? The delight of something surprising, funny, ground breaking, interesting and yes, even poignant and provocative, will be missing. And that is sad. According to researchers half the fans watching the game are waiting for the commercials. They take their food or bathroom breaks during football and wait for the commercials.


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.


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.


Marty’s Marketing Minutia – Super Bowl Edition

Gridiron gridlock as 8 brands vie for a nation's attention.

by on Feb.04, 2011

Chevy hopes for some volcanic results from its Silverado Tommy Super Bowl ad.

Sunday, over 100 million viewers will turn their dials to Fox for the 45th broadcast of the Super Bowl, America’s annual homage to the NFL — and new commercials.  Auto advertisers are showing muscle on the annual broadcast, each kicking in at least $3 million per :30-second commercial (a record $100,000 per second!) — plus at least a million or two million bucks more for production, music and talent.

It will be gridlock on the gridiron, with Audi, BMW, Chrysler, Chevrolet, Hyundai, Kia, Mercedes, VW and Suzuki — along with auto sector players CarMax, and Bridgestone — popping for big bucks to convince, persuade, motivate millions to visit their dealers’ showrooms.  And don’t forget other makers, like Ford, who will establish a presence on the pre- and post-game shows or by targeting regional outlets, rather than network buys.  The real winner is Fox, with ad sales estimated to reach $280 to $300 million for XLV.

Your Alternate News Source!

History has shown, and research has proven, most American’s love Super Bowl commercials, it’s a significant part of the event’s entertainment and for some who really don’t like football, commercials become the event itself. But a commercial has to meet the rigorous Super Bowl standards of excellence and quality in every element and detail of the commercial; to start with, it must be entertaining.

(For another take on Super Bowl’s sundary auto ads, Click Here.)

Running just a regular product or service commercial is, many ad experts and media mavens believe, a total waste of money no matter the ad category. These non-entertaining commercials, other than the game itself are often the perfect time to take a bathroom break or grab a cool one.  There are just too many car commercials which I believe will confuse more than convince as the game goes on.


Automakers Tackle Super Bowl Sundary

Which automakers will score a TD?

by on Feb.03, 2011

Audi's new ad campaign says, "Goodbye, old luxury," and "Hello, Super Bowl."

Automakers are setting up for Super Bowl Sunday with one of the largest ad lineups ever. Even Suzuki, which has a miniscule ad budget, plans to use a clever mix of local advertising spots bought for 14 different markets to get in on the action.

“It’s where the big brands play,” said Chris Perry, the new vice president of marketing at General Motors, which is planning to air no fewer than five-different Chevrolet ads during the game, at a cost approaching $15 million.

(Marketing maven Marty Bernstein rates the Super Bowl auto ads. Click Here for the results.)

Stay Tuned In!

“It doesn’t matter whether you are at home on the couch or in a bar somewhere with other people, you’re part of the culture. That’s where American culture is defined. You have to be there if you want to be part of the conversation,” said Perry.

Joel Ewanick, GM’s vice president of marketing, also said GM wants more exposure for its four surviving core brands — and is willing to pay for it. “We’re going to spend more on these brands,” he said.