Road to The Big Game

Few events are as celebrated, discussed, or even debated as the Super Bowl. The game commands the largest US audience of the year, and no shortage of global viewers. And at nearly $2.5 million per .30 second commercial, the advertising is an “event” in and of itself, and everyone, it seems, has an opinion on […]

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In brand circles, the NFL ranks as arguably the best marketing organization in sports and the No. #1 advertising platform in the U.S. to reach men.
Sure, the NFL has taken its licks for its own athletes gone wild and neglect of its retired players, especially those damaged by years of heavy hitting. This year has […]

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Attention Editors, Publishers and Reporters - Miss the Post-Game Analysis?
Click here for the re-cap of CGM expert, Pete Blackshaw, and his Super Bowl XLII analyst team's post-game media call (Monday, February 4th at 12:00pm EST).  Pete and his team higlighted pre-game buzz and provide a quick recap of what took place from the start of the game […]

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Budweiser ran a record number of spots in yesterday’s Super Bowl, but was it enough to knock troubled Britney Spears (who had nothing to do with yesterday’s game) off the buzz throne?  Barely.  
See the Nielsen chart below which shows Britney's online buzz vs Budweiser's.
by Pete Blackshaw, Nielsen Online 

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When football fans yap and scream online, are they fixating on touchdowns, interceptions, fumbles, or the quarterback?  Equally important, does it matter?  Turns out, fans are overwhelmingly fixated on – guess who? – the quarterback.  According to a recent Nielsen survey which analyzed over 300,000 conversations taking place online from January 5th through January 27, […]

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Last year, no Super Bowl advertiser generated buzz like Nationwide Insurance when it featured Kevin Federline in its Life Comes at You Fast campaign — see the ad here. The ad built the most buzz of any Super Bowl advertiser in 2007 and earned a place in Super Bowl history as one of the most […]

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So at the end of the day, what do consumers actually talk about in the context of the Super Bowl?  Today you don't need to do a ton of guessing, especially at a time when conversations can be dissected with the precision of hard science.  Note for example, this Brand Association Map (BAM) of […]

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Looking ahead, I would anticipate in-store advertising to become more prominent as advertisers start to realize how to use this media as a strategic tool. We already have large flat-screen displays installed in supermarkets and mass merchandisers.  Advertisers are beginning to figure out that specific brand building strategies might favor a commercial when consumers are […]

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A cool $400 million.
Not the cost of all the Super Bowl XLII ads.
Not the tally of all the pizzas or potato chips to be consumed on Super Sunday.
Not even the total endorsement value to the team, or MVP, that wins the league title.
Actually, $400 million is the estimated economic windfall that Arizona will reap […]

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As 2007 Super Bowl ad campaigns go, Nationwide insurance led the pack in holistic, cross platform integration across the entire marketing and media mix – and it clearly paid off! Buzz was off the charts, free publicity seemed endless, and the brand still benefits from all manner of new exposure through search results.  But this […]

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