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POLL POSITION
Sports Marketer of the Year
 
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QUICK HITS

• Naismith Memorial Basketball Hall of Fame Finalists Class of 2018: Ray Allen, Maurice Cheeks, Charles “Lefty” Driesell, Hugh Evans, Grant Hill, Jason Kidd, Steve Nash, Rudy Tomjanovich, Chris Webber, Kim Mulkey, Katie Smith, Tina Thompson, Wayland Baptist University. Class of 2018 will be named during the NCAA Men’s Final Four weekend in San Antonio March 31-April 2.

• Serena Williams, who said her first auto purchase was a while Lincoln Navigator SUV she named “Ginger,” has signed to become an official spokesperson for the brand. A social media-based marketing campaign includes videos of Williams talking about and driving the 2018 Navigator, with ongoing videos to follow. “Partnering with a brand like Navigator comes from a genuine place,” she said in the first video. “Let’s just be honest: Serena Williams needs to be in the new Navigator.”

• The Smashing Pumpkins unveil 'Shiny And Oh So Bright' 36-city tour, their first tour in nearly 20 years, with founding members Billy Corgan, Jimmy Chamberlin, James Iha. Produced by Live Nation.

KEEPING SCORE

Most Exciting Sports Worldwide
1. Athletics (i.e. Olympics) 47% Very/Quite Exciting
2. Tennis 43%
3. Football (soccer) 43%
4. Rugby 41%
5. Gymnastics 36%
6. Boxing 32%
7. Formula 1 32%
8. Swimming 26%
9. Horse Racing 25%
10. Cycling 25%

Most Boring Sports Worldwide
1. Golf 70% Very/Quite Boring
2. U.S. Football 59%
3. Cricket 58%
4. Darts 58%
5. Snooker 57%
6. Basketball 52%
7. Horse Racing 52%
8. Cycling 50%
9. Formula 1 49%
10. Boxing 46%

Poll from YouGov.com

BUY SELL

Most-Watched Winter Olympics in U.S. TV History
1. Lillehammer, 1994* 204 million
2. Vancouver, 2010 190 million
3. Salt Lake City, 2002 187 million
T4. Torino, 2006 184 million
T4. Albertville, 1992 184 million
T4. Nagano, 1998 184 million
* Nancy Kerrigan/Tonya Harding incident

Source NBC Sports

SEARCH

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State Farm: Getting Older Winter Games Ads Below

COLLEGE

CFB Title Games '21-24
No. 1 Colleges Since '92
NCAA: More Health $$$
Cancer Drives Home
NCAA Reballs Madness

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Thursday
Feb112016

Super Bowl Car Commercials, Celebrities Turned Viewers Into Sunday Drivers

By Barry Janoff

February 10, 2016: Peyton Manning and the Denver Broncos may have won the game, but Mini and Acura NSX won the road in driving consumer interest.

Mini, which hit Super Bowl 50 with its "Defy Labels" commercial starring, among others, Serena Williams, Abby Wambach, Randy Johnson (pictured right), Harvey Keitel, T-Pain and Tony Hawk, led all brands in traffic analysis with a 100% increase over average Sunday traffic levels to its make and model pages on Edmunds.com.

Acura (+38%) came in second, followed by Fiat-Chrysler (Jeep) and Buick (+25% each) and Audi (+15%), which aired a spot, "Commander" (pictured below, with music from David Bowie's "Starman"), according to Edmunds' annual Super Bowl study.

At the model level, Acura NSX (+661%) saw the largest traffic spike of any Super Bowl-advertised vehicle on Edmunds.com, followed by Buick Cascada (+532%), Audi R8 (+473%) and the Mini Clubman (+291%).

Hyundai did not make the Top Five in either list despite airing ads during the game.

According to Edmunds, lifts are determined by comparing Super Bowl Sunday traffic to average Sunday mobile and desktop traffic to the make and model pages on Edmunds.com. Only brands and models that advertised during CBS' Super Bowl 50 telecast were included in this analysis.

"Once again, the Super Bowl proved to have a huge impact with viewers, who immediately turned to their computers and mobile devices to learn more about these vehicles and brands," Jessica Caldwell, director of industry analysis for Edmunds.com, said in a statement.

Companies paid upward of $5 million for a 30-second spot during the broadcast of Super Bowl 50 on CBS, according to industry analysts.

The only truck advertised during the game this year was the Honda Ridgeline, which, according to Edmunds, "took advantage of the spotlight with a full-day spike of 275% (good for fifth place) and an immediate surge of 3,920%" immediately after its commercial, "A New Truck to Love" (which featured sheep "singing" a cover of Queen's "Somebody to Love").

According to Edmunds, both Mini and NSX also saw large traffic surges in the minutes after their respective ads aired.

Acura NSX traffic on Edmunds surged 7,836% immediately after its ad, "What He Said" (with a soundtrack from Van Halen) aired in the second quarter. Mini traffic peaked at 962% of its typical Sunday levels immediately after its ad aired in the third quarter.

Toyota Prius delivered a strong ROI, especially "considering its reputation as a popular and established model for shoppers" on Edmunds.com. Prius traffic soared 579% in the moments after its ad, "The Longest Chase," aired in the second quarter, before settling at a full-day increase of a 78%.

Edmunds said its Super Bowl traffic analysis is "based on unique mobile and desktop traffic to the make and model pages on Edmunds.com. Lifts are determined by comparing yesterday's traffic to average Sunday traffic levels on the site."

"The game especially delivers as a compelling platform to spark interest in the most exciting vehicles in a brand's lineup."

New and lesser-known vehicles that advertise during the Super Bowl are more likely to see the largest traffic increases on Edmunds because they generally start with a lower average baseline, according to the company.

"The game especially delivers as a compelling platform to spark interest in the most exciting vehicles in a brand's lineup. That's why it's not surprising that attractive and sporty cars like the NSX, R8 and Cascada emerged with the biggest lifts on our site," said Caldwell.

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