A week late and a buck short, oh well...
Two previews of Oscar advertising:
CNBC - Oscar's Advertising Gold
NY Times - Marketers Soft-Pedal the Oscars This Year
In case you'd like to invest in any of the companies who've advertised during the event, this link has interesting information. The author makes note of the fact that investors will want to pay attention to the advertisements when considering candidates for future investment:
Investopedia - Who's Who In Academy Awards Advertising
And of course, the Gold Standard of advertising recaps - Nielsen Media. Note that Hyundai stole the show with 4.5 minutes of advertising aired (which is a lot for a new advertiser this year). You'll also want to look at the advertising spend comparison for the Best Picture/Best Actor/Best Actress nominated films, with numbers that seem to follow the trend of big budget movies failing to win the big awards:
Nielsen Wire - 2009 Academy Awards Advertising
(Courtesy of CNBC, NY Times, Investopedia, and Nielsen)
Tuesday, February 24, 2009
Monday, February 16, 2009
Superbowl XLIII Advertising Recap
Two weeks ago The Nielsen Company released its annual Superbowl advertising report. Findings include total viewership, advertisement recall and likeability, and new advertisers.
Click here for a list and description of all Superbowl XLIII advertisers.
True to form, the sponsorship, product placement, and brand exposure numbers caught my eye first. Not surprisingly, Gatorade, Reebok, and Motorola come out waaaaaay ahead of other sponsors in total time of exposure, due to their consistent placement on the sidelines, in the stands, and on the field of play.
Gatorade is owned by PepsiCo, so technically they have both "in-game" product placement, like sideline cups and coolers, and also paid advertisements, like the following ad for the "What's G" campaign:
Which brings us to an interesting thought... Not every advertiser or sponsor can pull double duty like Gatorade. Would you want to be a sponsor like Motorola, with 336 seconds (over 5 and a half minutes) of exposure throughout the game, but without the creativity and flair of a big Superbowl ad? Or an advertiser like Doritos, which only had two :30 spots throughout the entire game, but utilized the Superbowl advertising buzz and scored high on both ad likeability and recall?
(Courtesy of Nielsen and Ad Age)
Click here for a list and description of all Superbowl XLIII advertisers.
True to form, the sponsorship, product placement, and brand exposure numbers caught my eye first. Not surprisingly, Gatorade, Reebok, and Motorola come out waaaaaay ahead of other sponsors in total time of exposure, due to their consistent placement on the sidelines, in the stands, and on the field of play.
Gatorade is owned by PepsiCo, so technically they have both "in-game" product placement, like sideline cups and coolers, and also paid advertisements, like the following ad for the "What's G" campaign:
Which brings us to an interesting thought... Not every advertiser or sponsor can pull double duty like Gatorade. Would you want to be a sponsor like Motorola, with 336 seconds (over 5 and a half minutes) of exposure throughout the game, but without the creativity and flair of a big Superbowl ad? Or an advertiser like Doritos, which only had two :30 spots throughout the entire game, but utilized the Superbowl advertising buzz and scored high on both ad likeability and recall?
(Courtesy of Nielsen and Ad Age)
Thursday, February 12, 2009
Google Ends Program to Sell Radio Ads
Is Google getting too big for its britches? Sort of seems that way, after announcing today in its blog that it will be ending the Google Audio Ads program that began in 2006.
The New York Times reports:
A few months back I posted an article about the FCC allowing Google to use the unlicensed vacant television airwaves that remain after the coming switch to digital.
It remains to be seen if Google will be able to jump offline and really make any kind of splash in traditional media.
(Courtesy of Google and NY Times)
The New York Times reports:
Audio Ads is the second offline advertising initiative that Google has shut down in as many months. In January, Google pulled the plug on its Print Ads program, which sold advertisements in newspapers.
Another, more ambitious, program to sell ads on television continues for now. Ms. Wojcicki said that Google would continue to invest in it.
A few months back I posted an article about the FCC allowing Google to use the unlicensed vacant television airwaves that remain after the coming switch to digital.
It remains to be seen if Google will be able to jump offline and really make any kind of splash in traditional media.
(Courtesy of Google and NY Times)
Wednesday, February 4, 2009
Hulubowl? SuperHulu?
Ah, the Superbowl. The advertising event of the year within the sporting event of the year. For someone who is an avid sports fan working in the marketing world, is there anything better?
How appropriate that Hulu.com - partly owned by NBC, the station broadcasting the Superbowl this year - was able to get in on the action. With increased online viewership of television shows and movies, it's obvious that NBC would push it's own online video service when given the chance.
But when to do it? When is the right time to tell your valued television viewers to actually go somewhere else to watch television? How about the one day each and every year that people who don't even like football take the time out to specifically watch commercials that they'd otherwise ignore? Hmmmmmm....
Yep. The Superbowl. (These guys aren't dummies.)
Anyway, this Hulu spot is a stand-out:
Mmmmm, I can feel my brain ripening.
(courtesy of hulu.com)
How appropriate that Hulu.com - partly owned by NBC, the station broadcasting the Superbowl this year - was able to get in on the action. With increased online viewership of television shows and movies, it's obvious that NBC would push it's own online video service when given the chance.
But when to do it? When is the right time to tell your valued television viewers to actually go somewhere else to watch television? How about the one day each and every year that people who don't even like football take the time out to specifically watch commercials that they'd otherwise ignore? Hmmmmmm....
Yep. The Superbowl. (These guys aren't dummies.)
Anyway, this Hulu spot is a stand-out:
Mmmmm, I can feel my brain ripening.
(courtesy of hulu.com)
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