Of the 52 professionally produced ads by advertising agencies and aired during the 2010 Super Bowl, 100 percent of the creative directors were white, with only 6 percent of them being women. That's one of the findings in a new study from the NAACP to be released today at a press conference in New York.
The study was done by Dr. Richard Lapchick and a team of graduate students at the request of the Madison Avenue Project, an initiative of Mehri & Skalet, PLLC, and the NAACP.
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Don't you love when a company jumps on a hot topic for their own gain? Hey, who can blame? After all, that's what it's all about, right? Call it opportunistic marketing or whatever you want but everyone does it. Including WiseWindow which is out with its latest Mass Opinion Business Intelligence study examining the public's sentiment towards Tiger Woods.
Mostly, the study set out to determine how the man is rehabilitating his public image and whether or not his sponsorship value can make a come back. Using web crawling techniques and cloud computing rather than keyword analysis, the methodology aims to discover unsolicited opinions. Which, when you think about it, is probably a whole lot more accurate than the spastic rantings you see on Twitter.
Anyway, according to MOBI findings, people are talking less about Woods' infidelities and more about his golfing career, something Woods and his team are likely quite pleased about. But like all scandals, what's really happening is that people are just bored with the topic and they've moved on. They will forget and before you know it, brands will, again, be begging Woods to pimp their products.
- In 2010 32.5 percent of the $368 billion marketers plan to spend will go towards digital with 30.3 percent spent on print.
- GlaxoSmith Kline wistfully tricks us into cervical cancer awareness.
- Make the Logo Bigger writes, "First P&G gave mom props during the Olympics, now Dove looks like they're seconding the motion during the Oscars. (Or maybe mom only gets the love during events beginning with O? (Came. Out. Wrong.)"
- Like that trick where you pull the table cloth out from under the dishes? Then you'll love this grand scale version from BWW.
- Alright. Alright. Alright. We'll link to your stupid snailpaper video. Now can you please stop sending us three emails a day?
- Chat Roulette gets augmented with advertising.
What most Super Bowl ad results studies fail to address is the true effectiveness of the ad. In other words, did it sell stuff for the brand? Only the brand can truthfully tell us that. But that hasn't stopped anyone placing various levels of credence on any study that happens to find its way to a press release.
Not that anyone cares three weeks after the game but a recent study conducted by Sands research using lectroencephalography (EEG) recordings and eye-tracking found VW's Punch Dub commercial to be the top ad. By quite a margin. That ad was followed by Vizio's Frge, Budweiser's Bridge, Google's Parisian Love and Brigstone's Whale of a Tail.
Sand Research Chairman and Chief Science Officer Stephen Sands explained the study's methodology, saying, "By conducting neuromedia analysis based on EEG readings rather than recall or more unreliable instant analysis peripheral measures such as heart rate, we are able to effectively determine the dimensions on which commercials are engaging viewers, and also an ad's chance for success."
Um...whatever. These studies are like advertising awards. They are pointless and mean nothing. The only thing that matters is sales. OK, maybe some squishy brand identity bullshit is fine once in a while when the stock price needs to be tweaked but an ad's "creativity," it's "recall" or its "likability" has little do do with the all important bottom line.
Click the image in this article to see the full results of the study.
Ooo! Ooo! Facebook Fan Pages work for marketers! A recent study conducted by Rice University's Jones Graduate School of Business found companies that use Facebook fan pages can increase sales, word-of-mouth marketing and customer loyalty.
The study's researchers, Rice University Jones Graduate School of Business associate professor of management Utpal Dholakia and Restaurant Connections Founder Emily Durham who did the research for Houston-based café Dessert Gallery found the use of a fan page increased store visits by 36 percent, increased amount spent by 45 percent and increased loyalty by 41 percent.
Most effective ad of 2009? Dettol's Surface antibacterial spray according to a TNS Research International study which measured how "motivating" ads are. And this ad does motivate. Mostly by graphically illustrating the problem the product solves - the killing of potentially harmful bacteria in a kitchen.
The survey, which measured more than 250 ads over the year, used an "early warning tool" called Mercury to measure how likely consumers are to buy the product or service after watching an ad. TNS claims the study can determine whether the consumer engaged with the ads and how they felt emotionally when they viewed them.
Paul Baker, the head of Mercury at TNS Research International, said: "In 2009, Swine flu dominated headlines and directly affected a lot of people. The awareness of how to keep the flu bug at bay was exceptionally high and Dettol pitched its ad just right."
We love a solution that involves chemicals. We wonder what Method's Shiny Suds would have to say about this product. Oh wait, let's not go there again.
Here are some pre Super Bowl social media stats from Collective Intellect:
- Doritos leads CPG advertisers with 51% share of voice, Mars second place with 16%
- Denny's leads restaurant advertisers with 50% share of voice, Papa John's and Taco Bell second with 25% each
- Coca Cola leads beverages advertisers with 58% share of voice, Bud Light second with 22%
- Overall, Super Bowl conversations are mainly positive in nature
- The controversial Focus on the Family commercial causes the most pre Super Bowl buzz this year online
- Four out of the six automakers with an ad airing this year make it into the top 10 for early buzz
- Dodge and Honda have the most polarized posts compared to other commercials receiving early mentions
Super Bowl advertisers will be happy to know viewership of the game is expected to hit 100 million this year, up 1.1 percent over 2009 according to IBISWorld. One factor attributed to the increase in viewership is the lagging economy. People are looking for cheaper forms of entertainment and free TV offers that. It also offers a great deal of entertainment considering how good and how bad the ads will be this year.
While the cost of an ad in the Super Bowl fell from $3 million last year to $2.7 million this year, the game still remains the pinnacle of advertising nirvana even in the face of prolific online advertising growth.
Despite the uncertain economy, three out of four Americans are still more likely to research or buy a product after seeing it advertised during the Super Bowl, according to a study of 1,000 Americans fielded by Venables Bell & Partners.
Of respondents polled, 40% were optimistic about the future of the economy in 2010; 24% pessimistic; and 36% unsure. However, the majority of consumers state that advertising in the Super Bowl is responsible vs. irresponsible, and 64% would be disappointed if advertising during the game disappeared.
When asked what they were most likely to discuss the Monday after, Americans are just as likely to discuss ads, as they are plays. In fact, 66% still remember their favorite brand advertiser from last year's Super Bowl while only 39% remember who won the game.
Advertising more memorable than the game? Love that!
Last week, PubMatic released a study which found industry ad pricing levels have increased 35 percent since the beginning of 2009. Pricing for ad inventory sold through indirect channels such as ad networks and ad exchanges has increased every month, gaining 47 percent since the end of January.
The study reports that while 2008 experienced record lows in online ad pricing, 2009 has shown consecutive ad price growth for every month this year ranging from 3 percent to 15 percent per month. You mean Santa will be bringing presents this year? Please, say it's true.