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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

Top Selling MLS Player Jerseys
1. Miguel Almirón Atlanta United
2. Bastian Schweinsteiger Chicago Fire
3. Josef Martínez Atlanta United
4. Jordan Morris Seattle Sounders
5. David Villa NYCFC
6. Clint Dempsey Seattle Sounders
7. Sebastian Giovinco Toronto FC
8. Kaká Orlando City FC
9. Andrea Pirlo NYCFC
10. Nicolás Lodeiro Seattle Sounders
SOURCE MLS STORE

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Kellogg's: Chloe Kim 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
Wednesday
Feb052014

It Pays To Tease: How Brands Got $31M In ROI With Pre-Super Bowl Ad Blitz

By Barry Janoff

February 4, 2014: Does it pay to run a 30-second TV spot at the cost of $4 million, even if it potentially airs in front of 112.2 million viewers?

Companies that advertised on Fox during the national broadcast of Super Bowl XLVIII would say yes, but also are quick to add that they get a lot more than 30 seconds of fame to showcase their wares.

Even before an spots aired during Super Bowl XLVIII, ten brands including Anheuser-Busch's Budweiser and Bud Light, Volkswagen, Jaguar and Axe realized some $31.5 million in media value by pre-screening either their Super Bowl ads or teaser ads on YouTube.

The figure is based on a return on investment analysis conducted by Front Row Analytics, the sponsorship evaluation division of Front Row Marketing Services and a subsidiary of Philadelphia-based sports and entertainment group Comcast-Spectacor,

Front Row said these "before-kickoff values" are based on its proprietary YouTube Spot Value (YSV) algorithm. The exposure and value for each of the brands are built upon factors including the "number of unique views, integration, timing, release dates, and other salient metrics."

The YouTube views were counted until 6 PM (ET) on Feb. 2, the day of Super Bowl XLVIII, per Front Row.

Budweiser's "Puppy Love" led this list with 34 million views on YouTube and $9.9 million in YSV. Bud Light's "Up For Whatever" was second with 6.9 million YouTube views and $7.5 million in YSV, according to Front Row. (Editor's note: The commercial with Don Cheadle, Arnold Schwarzenegger and others has hit the 13 million mark on YouTube.)
 
“The viral marketing strategy employed by the top spending Super Bowl brands certainly exceeded many marketers expectations," said Eric Smallwood, svp-marketing and research for Front Row. "The sub-culture fostered by Super Bowl advertising lends perfectly to the success of launching the spots before they run on network TV.”

The top ten brands who advertised during Super Bowl XLVIII based on Front Row's YouTube Spot Value:

Budweiser: "Puppy Love" 34M YouTube views, $9.9M YSV
Bud Light: "Up For Whatever" 6.9M YouTube views, $7.5M YSV
Volkswagen: "Wings" 9.4M YouTube views, $2.7M YSV
Jaguar: "Rendezvous-Villains" 6.9M YouTube views, $2M YSV
Hyundai Elantra: "Nice" 12M YouTube views, $1.9M YSV
Budweiser: "Hero's Welcome" 6.3M YouTube views, $1.8M YSV
Toyota Highlander: "No Room For Boring" 5.5M YouTube views, $1.7M YSV
Axe: "Make Love, Not War" 5.1M youTube views, $1.5M YSV
SodaStream: "Sorry, Coke and Pepsi" 9.2M YouTube views, $1.5M YSV
Chevrolet: "Romance" 4.4M YouTube views, $1.3M YSV

Source: Front Row Analytics

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