The Big Game
Posted by Dale Buss on December 5, 2013 03:57 PM
It's only fitting that General Mills is placing an ad for Cheerios in the Super Bowl for the first time. It's arguably America's iconic cereal brand, and there are plenty of other iconic American CPG brands in the Big Game already, ranging from Doritos to Budweiser.
Looks like General Mills acted just in time to commit Cheerios to the spot, too: Fox announced that it had sold out of ad inventory for its February 2 broadcast of Super Bowl XLVIII from Met Life Stadium. Its announcement came a month earlier than the point last year when CBS announced it had completed sales for the 2013 broadcast, according to Advertising Age. For the 2011 Super Bowl, Fox announced the previous October that it had sold out.
"The opportunity to be on the big game, in something with that type of scale and number of households that watch it, was very exciting to everyone working on the Cheerios brand," Camille Gibson, vice president of marketing for Big G cereals, said via the company's blog, where General Mills announced its Super Bowl move.Continue reading...
Posted by Dale Buss on December 5, 2013 09:22 AM
Ford introduces new Mustang today as global vehicle.
Apple and China Mobile sign deal to sell iPhone as Carl Icahn softens stance on Apple's cash.
GM drops Chevrolet from mainstream European market and sells remaining stake in Ally.
AT&T and T-Mobile weigh bids for Verizon wireless spectrum.
Facebook admits organic reach is falling short and urges marketers to buy ads.
Fox says Super Bowl ad inventory is sold out.
FTC is perplexed after native-ad workshop.
General Mills is pouring Cheerios into the Super Bowl.
JCPenney sacrifices profit in volume push.Continue reading...
video killed the _____ star
Posted by Mark J. Miller on November 19, 2013 01:49 PM
Add the NFL and MLB to the list of TV-related brands that are threatening to jump ship if upstart web-TV service Aereo infiltrates broadcasting any further.
The pair filed a "Friend of the Court" brief last week, AllThingsD reports, making known that if the court rules in favor of Aereo, both organizations will remove their product from free, broadcast TV and move it to cable. That means no Super Bowl or World Series unless you pay for a cable package.
The brief was filed in the ongoing case in which the Supreme Court is trying to determine whether Aereo's services, which are backed by IAC's Barry Diller, are legal. CBS, ABC, Fox and other major networks have spoken out against the service, which allows consumers to stream live TV to their computers and mobile devices by capturing TV signals via small antennas for a miniscule monthly fee—one that doesn't benefit broadcast networks.Continue reading...
The Big Game
Posted by Dale Buss on November 15, 2013 07:41 PM
Super Bowl advertising is becoming a three- or four-month-long seasonal platform rather than just a series of mega-impact TV spots contained within the Big Game each year. That trend has been strengthening for a while, but it's taking its fullest form this fall in the run-up to Super Bowl XLVIII on February 2 at MetLife Stadium in New Jersey.
Last Sunday, Jaguar, a new sponsor of the event, unveiled an ad during broadcasts of NFL football and on BBC America that gave away much of the approach that it will take in its actual first-ever ad during the game. Intuit is milking its initial Super Bowl appearance for all it can with a contest in which it's giving away the actual ad to a winning small business.
And every brand participating in the Fox telecast this year is otherwise planning how to take advantage of social media and other venues to tease ads that still tend to be forgotten by consumers within one or two days after the game—except that brands now increasingly also are continuing to use the ads themselves and related social media aftermath to keep the meme going for weeks afterward.Continue reading...
Posted by Mark J. Miller on November 12, 2013 01:33 PM
The Weather Channel has been a leader in the cable space when it comes to integrating new technologies and viewer engagement into broadcasts, and it's not stopping anytime soon. The network is embarking on a brand update that aims to improve the channel's core coverage as it continues to proliferate its programming.
Along with its new tagline, "It's Amazing Out There" (or #itsamazingoutthere on social), the channel now features a new set and look, and most important of all, weather information 24/7 on the screen—no matter what kind of programming is playing.
“Weather can be a joyful or terrifying experience at any given moment,” said Scot Safon, EVO and CMO for The Weather Channel. "'It’s Amazing Out There' celebrates and honors how weather shapes our world in both wonderful and dramatic ways. We hope this brand message inspires viewers to explore, investigate, and appreciate the experience of weather in all of its many forms."Continue reading...
The Big Game
Posted by Dale Buss on November 4, 2013 04:47 PM
Last year SodaStream got stymied in its efforts to take direct aim at Coke and Pepsi with an ad during the Super Bowl. But this year the startup has promised to come right back at the soft-drink giants with an in-your-face spot during the next Big Game on February 2 at Met Life Stadium.
The difference, SodaStream International CEO Daniel Birnbaum told Advertising Age, is going to be that Fox is airing this year's telecast while CBS is the network that denied SodaStream's efforts to air an ad last year depicting exploding Coke and Pepsi bottles to dramatize SodaStream's environmental pitch about "saving" bottles.
"I hope that [Fox] will be a little more courageous than CBS, because CBS's behavior was just pathetic," Birnbaum told the magazine. "CBS chickened out and they just didn't want to take a risk of pissing off Coke and Pepsi who are big, big sponsors of theirs." The un-aired ad has since garnered over 4.9 million views on YouTube.Continue reading...
Posted by Dale Buss on October 15, 2013 09:33 AM
Apple taps Burberry CEO Angela Ahrendts as retail head.
Macy's plans to open most stores on Thanksgiving at 8 p.m., breaking a 155-year tradition of being closed on the holiday.
New York Times officially rebrands International Herald Tribune as the International New York Times.
Alcatel-Lucent chief warns company may collapse.
Allstate gives Mayhem the silent treatment on Twitter.
Amazon begins shipping goods from inside suppliers such as P&G.
Argos, a high-street brand, launches its own budget tablet.
BlackBerry moves to reassure customers with open letter.
Chevy models get support for Siri's eyes-free mode.
Coca-Cola profits rise on higher sales in North America.Continue reading...
Posted by Dale Buss on October 7, 2013 06:15 PM
Overall, demand for TV ad spots during the next Super Bowl telecast reportedly is strong even though Fox will be charging around $4 million for a mere 30 seconds of air time.
But the rarefied financial air has been prompting more brands, even big ones, to decide to sit out Super Bowl XLVIII though it'll be staged on February 2 at MetLife Stadium in metro New York City, the media and marketing capital of the world. Subway is the latest brand to openly express reservations.
"I'm not sure there are going to be spots at the table with the kind of pricing that makes sense for us," Subway CMO Tony Pace told Advertising Age. The huge chain was able to get a "smart" cost last year, he said, but the situation for this Big Game gets more tenuous as ad-spot demand rises.Continue reading...