Posted by Mark J. Miller on January 6, 2014 02:57 PM
Every year, brands pour millions of dollars (about $4 million for 30 seconds this year) into the production and placement of Super Bowl ads, and not without great fanfare. TV spots can garner millions of views, with fans and industry people alike sharply analyzing each moment to decide which brand 'won' the big game.
According to a new study, though, those bags full of bucks might be better spent in some other way. Arizona research firm Communicus has found that about 60 percent of the ads that air during the game don’t increase purchase or purchase intent, according to Ad Age.
Communicus even discovered through its interviews with more than 1,000 consumers that the ads that are popular, such as Tide's 2013 “Miracle Stain” spot, doesn’t mean that purchase or purchase intent goes up. One of the problems, the firm’s CEO, Jeri Smith, told Ad Age, is that the ads don’t run often after the actual airing of thegame. "We find that one ad exposure often isn't enough to make anything happen," she said.Continue reading...
Posted by Abe Sauer on January 6, 2014 11:12 AM
If you watched football this weekend, you'll never forget it. No, not the miracle comeback of the Indianapolis Colts nor the implosion of Alabama. We're talking about the Nissan Rogue ad—you know which one. The one where the Nissan drives on the train. Yes, that one. And if you saw it—and you know you did—social media evidence suggests you came to despise it with a depth generally reserved for the Roll Tide-War Eagle rivalry. In fact, things got so bad that Nissan was forced to apologize.
Posted by Sheila Shayon on January 3, 2014 04:07 PM
What’s in a name? Everything if you’re in storm branding—the latest battleground for weather services eager to claim mindshare in an increasingly crowded media space.
This week's Nor'easter was called the "East Coast Blizzard" by AccuWeather, "Major Winter Storm" by the National Weather Service, "Bethany" in Connecticut, and "Hercules" by The Weather Channel and most everyone else, including Governors Chris Christie and Andrew Cuomo, who both tweeted messages about the storm using the TV/web/mobile network's #Hercules hashtag.
In addition to annoying horror writer Stephen King (who dubbed the practice "dorky" to his Twitter followers) and other weather-watching brands by pushing Athena, Sandy and Nemo, The Weather Channel's practice of branding storms (this Western winter season, with the help of a high school Latin class in Bozeman, Montana) has irked the World Meteorological Organization, a 191-member organization based in Geneva.Continue reading...
Posted by Dale Buss on January 3, 2014 12:38 PM
The calendar has flipped, and so has BMW of North America—over the US Olympic bobsled team.
Even as BMW kept watch on Friday for year-end US sales-results comparisons between it and Mercedes-Benz over which brand ended up selling the most luxury cars in 2013, as BMW did in 2012 and 2011, the company also was gearing up to tout its marketing campaign around the Sochi 2014 Winter Olympics.
The highlight of BMW's effort clearly will be a groundbreaking branded entertainment program, titled "Driving on Ice." The half-hour documentary—debuting Sunday, Jan. 5, at 12:30 p.m. ET on NBC, the hub for all things Olympic—highlights BMW's complete redesign of the US two-man bobsled.Continue reading...
The Big Game
Posted by Mark J. Miller on January 2, 2014 08:01 PM
With game ticket sales already reaching record prices, this year's Super Bowl, the first to ever be played in cold weather, will no doubt attract an extra-large veiwing audience. And all the better for PepsiCo's Doritos brand, which plans to grab attention with another installment of its Crash the Super Bowl commercial contest.
Doritos, which upped the stakes this year with by making the contest global, will unveil the winner of its fan-made commercial contest during the game by airing the spot. Five finalists' commercials have been posted on Doritos.com for voting, the winner of which will collect $1 million.
This is the first time in the eight years of the Crash the Super Bowl contest that the company has opened it up to international submissions. The Doritos team will choose a second commercial from the finalist pool to also air during the game. The winners of the first and second-pick will get to work on the set of Marvel’s "The Avengers: Age of Ultron.” All five ads will be judged by a panel that will include Stan Lee, the legendary comics genius who created such characters as Iron Man and Spider-Man.Continue reading...
Posted by Dale Buss on December 23, 2013 06:31 PM
There may be dead duck for Christmas at the Robertson households this week. But it won't be their show, Duck Dynasty.
Fans of the show and backers of the family and their faith have rallied to their defense on social media and other forums in recent days after patriarch Phil Robertson made crude and anti-gay remarks in a GQ interview that were published last week. Petitioners have sought to get A&E to remove Robertson from "suspended" mode, while conservative politicians and talk-show hosts have made a point of standing up for Robertson's rights to his views if not exactly endorsing the way he put things. Meanwhile, plenty of others have commended the network for putting the eldest Robertson on an indefinite hiatus from the wildly successful reality show.
Cracker Barrel—which itself has a history of rocky relations with the LGBT community because of its former discrimination against homosexual employees and job applicants—reversed field and decided to put Duck Dynasty merchandise back on the shelves of its Old Country Stores after being deluged by complaints about the removal it launched last week.Continue reading...
brand vs. brand
Posted by Mark J. Miller on December 19, 2013 08:02 PM
Widescreen TVs just keep getting wider. January’s Consumer Electronics Show in Las Vegas will see two manufacturers introduce televisions that may inspire a few consumers to knock out a wall in their homes. After all, how else will they fit the 105-inch curved Ultra HD TVs into their rec rooms?
Both LG Electronics and Samsung are ready to show that they think size matters with the introduction of the technologically-advanced TV sets, USA Today reports. Most current HDTVs have 2 million pixels, but the companies' Ultra HD sets will have 11 million. Pack on the powder, evening news team.
The huge smart TVs will be capable of showing users social media updates and dual-screen broadcasts—but at what cost? That's still unknown, though Samsung currently has an 85-inch Ultra HD TV that sells for $40,000, while LG's 84-inch version is priced at $17,000.Continue reading...
brands under fire
Posted by Sheila Shayon on December 19, 2013 02:51 PM
Duck Dynasty star Phil Robertson has been put on an "indefinite hiatus" from A&E’s wildly-popular reality series following inflammatory remarks about the LGBT community in an interview for GQ magazine’s January issue.
Robertson, founder of the Duck Commander family business called gays "homosexual offenders" who would not "inherit the Kingdom of God," saying, "But hey, sin: It's not logical, my man… "It's just not logical."
A&E Networks issued a statement after the remarks were published:
"We are extremely disappointed to have read Phil Robertson's comments in GQ, which are based on his own personal beliefs and are not reflected in the series 'Duck Dynasty.' His personal views in no way reflect those of A+E Networks, who have always been strong supporters and champions of the LGBT community.”
Robertson gave a personal statement to Fox411 yesterday, saying, in part, "I would never treat anyone with disrespect just because they are different from me. We are all created by the Almighty and like Him, I love all of humanity. We would all be better off if we loved God and loved each other."Continue reading...