Well it’s safe to say that Fox TV will be the biggest, if not one of the biggest winners. NFL viewership was off the charts this season and with the bad weather much of the U.S. experienced this winter more people have taken to watching pro football like never before. With a :30 spot going for close to $ 3 million this year Fox is poised to have unprecedented Super Bowl success . Even the cast of ‘Glee’ is going to be in a much anticipated spot.
Doritos will assume its rightful place, as will GoDaddy.com with the addition ‘Biggest Loser’ star Jillian Michaels joining Danica Patrick for a spot that leads viewers to the web to finish the ‘mystery’.
The beer wars will be in force, but Denny’s will be absent which I find interesting after two consecutive Super Bowls promoting its offer of a ‘Free Grand Slam’ Breakfast. I blogged about those spots a couple of times but we never did learn whether or not they were successful. Until now. Denny’s has a new CMO Frances Allen who has decided to move away from advertising on the Super Bowl and instead invested in focus groups learning more about Denny’s customers and how they view the brand and what Denny’s can do to better satisfy what their customers want. In fact in Denny’s new campaign – not to be seen on the Super Bowl – http://nyti.ms/hgQXXw – Denny’s ‘Diner’ concept is highlighted.
There will be the normal animal type spots (think, Bridgestone and Career Builder), maybe a baby or two (think E-Trade) and car ads from, Kia, Volkswagen, Mercedes-Benz, GM and Chrysler to name a few.
What you won’t see are direct response ads. In fact the last true DR ad was from Sales Genie in 2008 and while some people were offended it was very successful but apparently not enough for them to do it again since. The opportunity to have 100 million people respond to your ad directly by using a phone number or web URL should surely be more tempting shouldn’t it?
More than 100 million people around the world will tune into watch two of the NFL’s most venerated franchises, the Green Bay Packers and Pittsburgh Steelers do battle on the field. My New York Jets were sadly eliminated (again) in the conference finals two weeks ago. So while contest itself is of mild interest I will enjoy chicken wings, chili and my favorite beverage and watch the ads (and Fergie with the Black Eyed Peas at halftime).
What I also wonder is why our marketing group would ever recommend to one of our clients to invest $ 3 million to buy time on the Super Bowl for 30 seconds. For many of our clients $ 3 million more than is an entire year’s marketing budget. But I’d love our team to have the opportunity to make that decision sometime.
Do you leave the room to get something to eat or take a break during the Super Bowl ads? Or during the game itself?