Super Bowl XLV Ads are Back for 2011
Best Buy - Betty White - Tim Tebow - Dodge – Doritos – Who’s Next?
Contact: Tim Carroll, Office 303-556-5136, Cell 303-870-7705
Posted: January 17, 2011
(Denver, Colo.) — While Super Bowl XLV on Sunday, Feb. 6 may not break the $3 million mark for an average cost of a 30-second ad spot, preliminary reports indicate 2011 spending is up significantly from 2010. Despite the dynamic, competitive landscape of television advertising, the fundamental marketing principles for successful Super Bowl advertising have remained consistent for years.
“Even with the evolution of new marketing mediums the traditional elements of effective ad strategy continue to ring true,” says Darrin Duber-Smith, Metropolitan State College of Denver visiting assistant professor of marketing. “Today companies are now using the Super Bowl to launch new campaigns or breathe new life into existing ones.”
Here are some of the principles that good Super Bowl advertisers must not ignore or they run risk of losing their investment, according to Duber-Smith:
Humorous, entertaining and memorable – These are required ingredients in a successful Super Bowl ad. However, grotesque humor is quite overdone these days, says Duber-Smith. He calls this stupid humor, which is done so poorly that it can cause consumers to lose site of the product being advertised. Humor is critical for a Super Bowl ad, but clever humor will always beat out grotesque humor on the memorable and relevant scale.
Relevant – While they may be humorous, entertaining and memorable, many Super Bowl ads don’t clearly connect the product with the ad’s story line. Consumers not only have to identify with the product, but the message has to resonate and be relevant on multiple levels.
Brand connection - Ads must represent the brand personality of the product and the company they represent. Super Bowl ads are naturally more edgy than most mainstream ads, but if commercials stray too far from the brand DNA, it’s often too difficult for consumers to connect the ad with its other marketing elements, thereby creating a missed opportunity.
Campaign integration –Successful Super Bowl ads today are supported with pre-event hype through a variety of public relations, social media and marketing tactics that support and also integrate into the overall return-on-investment analysis of the program. Success isn’t determined by just the Super Bowl ad, but the entire pre-event and post-event campaign. In many cases this provides a greater value than the Super Bowl ad by itself. This is certainly true for corporations using citizen-generated advertising from online contests to determine whose consumer ad will air on television during the game and often viewed afterwards.
Duber-Smith is available to speak about these and other aspects of Super Bowl advertising and analysis of this year’s ads. He interviews regularly about sports and consumer marketing topics related to brand positioning and sales. Duber-Smith was recognized by the Wall Street Journal in 2009 as an “In-Education Distinguished Professor.” He is available in person with advance scheduling.
About Metropolitan State College of Denver
With more than 24,000 students, Metro State is Colorado’s leader in educating undergraduate Coloradans. Starting in the fall of 2010, the College is offering master’s degrees in accounting and teacher education, will offer a master’s in social work starting fall 2011. The College enrolls the highest number of students of color among four-year colleges in the state. It boasts 67,500 alumni, the bulk of whom remain in Colorado after graduation.