Super Bowl Advertising

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Super Bowl Advertising

• Julia McNary

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History

• Always been a good time to advertise
• Certain companies have blown up the hype of Super
  Bowl advertising
• Advertising Themes
• XXXV- Dot Coms
• XXXVI- Patriotic
• XXXVII- Humorous/ Laid Back

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Super Bowl XXXVIINumbers

• 89M viewers this year (largest in five years)
• 130M rights to the telecast
• 2.2-2.6M- 30 seconds of airtime
• 61 commercials
• Budweiser- 10
• Dot coms- 3

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Successful Advertising

• Super Bowl advertising should be PART of an
  overall marketing strategy.
• Companies that have been around and have some
  brand recognition.
• Advertise a product that fits the audience- 30-50
  year old men.
• Use a creative story line to catch the attention
  of the audience.

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Super Bowl Ads and the Internet

• There were 17 dot coms that advertised during the
  2000 Super Bowl
• Not very successful
• Only 9 companies are still operating
• Only 3 dot coms are advertising this year
• These companies understand what Super Bowl
  advertising is.

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Super Bowl Ads and the Internet

• Monster Traffic increased 167 after last years
  ad
• HotJobs increased traffic 174 half an hour after
  their ad aired
• ATTs mLife jumped form 34,000 to 681,000 unique
  visitors

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Does Super Bowl Advertising Really Work?
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Clickin Research, Inc

• A study of the impact of Super Bowl Advertising
  on Brand Recognition and Likeability.
• Well-known advertisers showed little change in
  likeability or brand recognition.
• Less familiar brands showed much larger increases
  in likeability and recognition.

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Why Spend the Money?

• Establish their company as an industry leader
• All the other companies in their market are doing
  it
• Online companies usually do see an increase
  traffic
• Reach millions of potential customers at once

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What Was Your Favorite?

• 1. Pepsi Twist
• 2. FedEx
• 3. Visa
• 4. Hanes
• 5. Sierra Mist
• 6. HR Block
• 7. Sierra Mist
• 8. Cadillac
• 9-15 Budweiser

• 16. Levis
• 17. Monster
• 18. Budweiser
• 19. ATT Wireless
• 20-21. Budweiser
• 22. Chrysler
• 23. Quiznos
• 24. Visa
• 25. Dodge

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What Was Your Favorite?

• 26. Trident
• 27. Reebok
• 28. America Online
• 29. ATT Wireless
• 30. Gatorade
• 31. Subway
• 32. TheAntiDrug.com
• 33. Cadillac
• 34. Phillip Morris

• 35. Diet Pepsi
• 36. MasterCard
• 37. Sony
• 38. HotJobs.com
• 39. MyFICO.com
• 40 George Foreman Grill
• 41. Michelob
• 42. White House Drug Office

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Any Questions??