David Slavick

Super Bowl Ads Come Up Short in Crunch Time

February 6, 2012

FROM RETAILWIRE:
Yesterday's Super Bowl was one of the most exciting in the history of the event. If only the same could have been said for the commercials, which fell short of producing much in the way of advertising highlights during the broadcast. What did you think of this year's Super Bowl ads? Which particular spots worked best (or not) and why?      [more...]

The highest rated television program in the medium's history and some are questioning the $3.5M average spot expense? Seriously? You build brand image or extend that leadership position by investing in historic events like this. It's not just the cost of the spot as we've seen, but the extensions beyond. Frito, Fiat, VW, Budweiser (Bud Light Platinum in particular) and others will leverage the 30 seconds of historic placement in order to derive highly accountable return on investment. How far in advance do you think Budweiser field sales teams have used the introduction of the new "premium" brew in the Super Bowl to get room in the cold case at bars, restaurants, and grocery channels? I too was struggling to get pumped up within each commercial break -- there were definitely winners and losers, or said another way, less than inspiring spots.