Super Bowl Xlv | TheDetroitBureau.com
Detroit Bureau on Twitter

Posts Tagged ‘super bowl xlv’

Marty’s Marketing Minutia – Super Bowl Redux

Super Bowl auto ads not super with panels.

by on Feb.08, 2011

VW's Darth Vader spot - one of the few automotive ads to resonate with viewers during the Super Bowl.

It doesn’t matter which reviewer, panel or research group has measured, evaluated or analyzed the 60 commercials in Super Bowl XLV, with rare exception, the game’s automotive ads did not resonate with consumers.

(Or did they? Click Here to check this take on Chrysler’s spot with rapper Eminem that has everyone talking – and linking to YouTube.)

Subscribe Now - It's Free!

In the USA Today ranking, the go-to-list for many, the only auto ad in the Top 10 was the Volkswagen’s “The Force” (Darth Vader) ad at #3 was the most effective automotive ad (10% more effective than the average Super Bowl ad) in a Super Bowl dominated by auto manufacturers based on data supplied to me by Ace Metrix.

“The Super Bowl became the Auto Bowl this year with 19 automotive ads versus 8 a year ago,” said Peter Daboll, CEO of Ace Metrix and author of “How to Make a Winning Super Bowl Ad.” “VW’s ‘The Force’ was a hit across all demographic groups, harnessing the right mix of likeability, watchability and cute.”

(more…)

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, Cars.com 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.

(more…)