Communicus Weighs in on Super Bowl Ad Effectiveness on BrandChannel
A lot has been made of NBC’s late closing of inventory for Super Bowl ad spots. But really, you can just blame it all on automakers: At least a half-dozen car brands that have been reliable Big Game advertisers during the last few years have decided, this year at least, to bow out. Audi is the latest to join the Big Game holdouts. Confirming what both auto and branding observers suspected for a while, the company said today that...
Super Bowl XLIX: YouTube vs. Television
The Super Bowl is the most-watched television event of the year by far. And, it’s getting even bigger, with last year’s telecast breaking the record for the most-watched TV event ever, with over 111 million viewers. This is not news. Everyone knows how big game day is, especially brands, who shell out upwards of $4 million for a 30-second spot. But, according to a study (conducted by research firm Communicus) and analyzed...
Social Sharing of Super Bowl Ads Declines, But Does It Matter?
Study Finds Pre-Game Promotions More Effective in Generating Sales Now that releasing Super Bowl ads before the game has become commonplace, people seem to be getting tired of it all. Sharing of Super Bowl ads dropped dramatically last year, and releasing the ads pre-game has a fairly negligible impact on awareness or purchase intent, according to separate research studies. Click HERE for more.
Few Automotive Brands Win With Their Super Bowl Ad Buy
The most noteworthy trend in Super Bowl advertising is the sharp decline in automobile brands that have bought airtime for the 2015 game. Historically, the automotive category has been the most represented, with 11 brands present in 2014. Only four automotive brands have signed on so far this year, and five recent advertisers have RSVP’d “no.” It’s likely that much of the reason for the decline is that less than one in five auto...
Don’t Expect Any General Motors Ads During Super Bowl XLIX
General Motors has decided not to advertise during Super Bowl XLIX. In 2014, GM aired two 30-second ads during the most popular television event of the year supporting its Chevrolet brand. This year however don’t expect a single commercial from the Motor City automaker. The company also resisted showing any ads during the game in 2013 when then-global chief marketing officer of GM, Joel Ewanick, said that the company...