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, the official car and SUV of launch a "fully integrated and multidimensional  campaign that will communicate its 'Better Drives Us' philosophy and introduce consumers to the newest vehicles in its lineup." This will be Hyundai's 10th Super Bowl appearance in 11 years.
• The NBA has named Indianapolis as the site for the 2021 All-Star Game, to be played in Bankers Life Fieldhouse on Feb. 14. The next three NBA All-Star Games are in Los Angeles (Staples Center, Feb. 18, 2018), Charlotte (Spectrum Center. Feb. 17, 2019) and Chicago (United Center, Feb. 16, 2020). Cleveland said it would seek to host the 2022 game, which would be the 70th All-Star Game in league history.
• The Disney Co. is acquiring major assets of 21st Century Fox for $52.4 billion. 21st Century Fox said it would spinoff "Fox Broadcasting Co., Fox Sports, Fox News, Fox Television Stations and a handful of other assets into a new company." The deal brings to Disney key assets of major properties it did not own, including Marvel's X-Men and the first movie in the Star Wars franchise (Star Wars: A New Hope). Also included is FX Networks, National Geographic, 300-plus international channels, 22 regional sports networks and Fox’s 30% stake in Hulu.

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Top-Selling NBA Jerseys Dick's Sporting Goods (Season to Date)

1. LeBron James Cleveland Cavaliers
2. Stephen Curry Golden State Warriors
3. Kevin Durant Golden State Warriors

4. Russell Westbrook Oklahoma City Thunder
5. Joel Embid Philadelphia 76ers
6. Kristaps Porzingas New York Knicks
7. Giannis Antetokounmpo Milwaukee Bucks

8. James Harden Houston Rockets
9. Ben Simmons Philadelphia 76ers
10. Isaiah Thomas Cleveland Cavaliers
11. Kawhi Leonard San Antonio Spurs
12. Gordon Heyward Boston Celtics
13. Kevin Love Cleveland Cavaliers
14. Karl-Anthony Towns Minnesota Timberwolves
15. Al Horford Boston Celtics

SOURCE: DICK'S SPORTING GOODS

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TOP SEARCHES IN U.S. ON GOOGLE 2017

Lists are based on search terms that had a high spike in traffic in 2017 as compared to 2016.
Athletes
1. Floyd Mayweather
2. Gordon Hayward
3. Aaron Boone
4. Paul George
5. Tony Romo
6. Aaron Judge
7. Gonzo Ball
8. Carmelo Anthony
9. Sergio Gracchia
10. Isaiah Thomas

Professional Sports Teams
1. New York Yankees
2. Houston Astros
3. Boston Celtics
4. Los Angeles Dodgers
5. Atlanta Falcons
6. Dallas Cowboys
7. New England Patriots
8. Pittsburgh Steelers
9. Houston Rockets
10. Philadelphia Eagles

SOURCE: GOOGLE

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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
Jan262011

Super Bowl Ad Study: "Celebrities Have Lost Their Influence" With Consumers

A new study indicates that celebrities such as Danica Patrick have less influence on Super Bowl viewers than ever.January 26, 2011: There is a lot being said and written about the estimated $200 million being spent on ads that will run on Fox during Super Bowl XLV. But here is something that some marketers might not want to hear: If your commercial features a celebrity — and many of them do — your message will resonate far less with viewers and consumers than ever.

But if you have a "cute kid" or an animal and tell your message in a humorous way, you will have a better chance than ever of having your spot remember long after the champion of Super Bowl XLV has been crowned.

This advice comes from University of Wisconsin-Eau Claire marketing professors Dr. Chuck Tomkovick and Dr. Rama Yelkur, who have done multiple studies on Super Bowl advertising. According to the professors, their research involved studying "all 538 Super Bowl ads that aired from 2000-09." They said their results from these years replicated and extended research that they had completed in the 1990s.

"In the past, including a celebrity in your ad was a no-brainer," Tomkovick said in a statement. "For years the use of celebrities was among the top predictors of popular Super Bowl ads. But our most recent research shows that's no longer true. Celebrities have lost their influence when it comes to popular Super Bowl ads."

According to the research, "Humor, animals and product category have endured for 20 years as high predictors of popularity," Tomkovick said. "New to the list are children and limiting the amount of information shared about a product."

The study did not include ads that aired on CBS during Super Bowl XLIV last year. Among the most popular in numerous post-game surveys was the Snickers ad with Betty White, which then catapulted the veteran actress back into the mainstream of popularity, including a starring role in the sitcom, Hot in Cleveland on TV Land.

Betty White scored big points and reloaded her career thanks to a Snickers ad during Super Bowl XLIV.Marketers paid for almost 48 minutes worth of ads last year, a new high for the Super Bowl, according to a study from Kantar Media, New York. In addition to Betty White, spots included such celebrities as Chevy Chase and Beverly D'Angelo (HomeAway), Stevie Wonder (Volkswagen), the cast of The Simpsons (Coca-Cola) and Kiss (Dr. Pepper).

This year, spots will feature the likes of Kim Kardashian (Sketchers), Danica Patrick and Jillian Michaels (GoDaddy.com), plus a another soon-to-be-revealed star. Volkswagen's commercial, "The Force" will both score and lose points simultaneously, according to the Super Bowl ad findings, as it features a "celebrity" — Darth Vader from Star Wars — but being played by a kid.

Additional research by Tomkovick and Yelkur found that the "aggregate stock prices of publicly traded firms that ran in-game Super Bowl ads outperformed the Standard & Poor's 500 by more than 1%  during a two-week period of time (Monday before the Super Bowl through the Friday after the game)."

According to Yelkur, "One percent doesn't sound like much until you realize that it translates into tens of billions of dollars. The stock price performance wasn't related to ad popularity or any industry category. Our research suggests that advertising in the Super Bowl is a tradable event independent of ad content or other predictors."

"Our most recent research shows that . . . celebrities have lost their influence when it comes to popular Super Bowl ads."

The bottom line: Marketers who advertise during the Super Bowl have the potential to reach 100 million consumers. In addition, Super Bowl ads are more powerful than ever because they are available in so many formats, often long before and after the football game, Yelkur said. And that's not bad.

"The ads are seen by millions of people who don't see the football game, and they can be viewed multiple times in a variety of formats," Tomkovick said. "Running a 30-second Super Bowl ad is no longer a one-time thing."

For additional details and information, contact:

Dr. Chuck Tomkovick: 715-836-2529 or tomkovcl@uwec.edu

Dr. Rama Yelkur: 715-836-4674 or yelkurr@uwec.edu

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