Super Bowl marketing shift: Brands don’t have to play (on TV) to win
A number of large companies have decided to sit out advertising during this year’s Super Bowl, giving smaller brands and marketers with 360-degree campaigns a chance to shine during the big game on Sunday. M&M’s, H&M, Dannon, and a number of major automakers, such as Volkswagen, General Motors, Ford, and Lincoln are among those that have decided not to run ads at the NFL’s marquee event on Sunday. Yet even with the exorbitant...
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.
Pester power factor in mobile purchases
In its study, The Mobile Device Path to Purchase: Parents & Children it found that for Apple, “child pestering” is the top predictor, being twice as important as social media, while for Samsung, it was the second predictor (first was positive word-of-mouth, by about 15%) in driving parental purchase intent. Jeri Smith, president and CEO, Communicus, said. “We found that ‘pester power’ can even outweigh a parent’s beliefs that a...