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POLL POSITION
Sports Marketer of the Year
 
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QUICK HITS

• Winter Games Brand Awareness
Which of the following brands have you seen an ad for in the past two weeks during Winter Olympics?
1. Coca-Cola 45.4
2. Liberty Mutual 25.3
3. Samsung 24.5
4. NBC 23.7
5. Chobani 16.3
6. United 14.4
7. NBCSN 10.9
8. Intel 9.1
9. Dow 3.2
10. Panasonic 2.9
SOURCE YouGov

• This wknd all 30 MLB teams (including players, coaches, managers and umpires) will wear caps to honor before games, with option to wear the caps  in-game. Players will sign caps and auction them to raise money for Broward Education Foundation to benefit the official Victims' Fund.

• 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.

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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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
Tuesday
Feb062018

Winning Drive: Super Bowl Ads Boosted Interest In Kia’s Stinger, Jeep Wrangler

By Barry Janoff

February 5, 2018: For nearly a decade, the automotive category has been the leader in number of commercials aired and in money spent during the broadcast of Super Bowl games.

Dating back to Super Bowl XLVII in 2013 and running through Super Bowl LI last year, the auto category spent more than $459 million on ads that ran during Super Bowl national broadcasts, according to medial intelligence firm Kantar Media, NY.

During Super Bowl LII, car makers again filled the road, with six parent auto companies running a total of 11 spots, including Toyota and its Lexus division, Fiat Chrysler, Hyundai, Kia and Mercedes-Benz.

For the ninth consecutive year, auto manufacturers were the lead category during the game, with the 11 spots accounting for nine minutes of commercial time, according to Kantar Media.

Auto was followed by beer (4 minutes, exclusive to Anheuser-Busch), film (3:30 minutes) and telecom (3:10).

Two of the top four big spenders were from automotive: Anheuser-Busch InBev and Fiat Chrysler Automotive were the top advertisers in the game, each with four minutes of ad time.

They were followed by Toyota (three minutes) and Amazon.com (2:30).

Whether or not their placement before more than 105 million viewers on NBC moved anyone to buy cars has not yet been determined.

However, many people did take the first step.

Initial number-crunching shows an average 898% lift to the pages on Cars.com of specific models that aired commercials during the game, according to the online auto destination.

“Our site analytics show that not all eyes are on the football game at all times,” David Greene, Cars.com data strategy manager, said in a statement.

“Millions of consumers are using a second screen like a phone or tablet to visit Cars.com during the Big Game to research and shop in real-time — a sign that big budget advertising spends are paying off for auto brands," said Greene.

The car that led the pack was Kia’s Stinger, which ran a commercial, “Fueled By Youth,” that starred rock music icon Steven Tyler and racing legend Emerson Fittipaldi.

The spot shows the 69-year-old Tyler on a race track, driving the Stinger at a top speed but in reverse, which seems to turn back the clock as he emerges as a 20-something version of himself, with the 71-year-old Fittipaldi seemingly ready to give it a try.

According to Cars.com, “Within eight minutes of its airing, visits to the advertised model's page on Cars.com saw a 4,053% increase in comparison to the same time period prior to the airing of the spot.”

Fiat Chrysler Automotive ran two spots for its Jeep Wrangler: “Anti-Manifesto,” which shows the vehicle easily crossing a deep river and than traveling up the side of a steep, slippery rock formation; and “Jurassic Jeep.”

The latter recreates the scene from the original Jurassic Park when Jeff Goldblum is a passenger in a vehicle being chased by a T-Rex, this time with Goldblum as the driver in a Wrangler (and also tapping into the upcoming Jurassic World: Fallen Kingdom with Goldblum).

Although they were on opposite sides of the field, people in Philadelphia and Boston had something in common: The ads motivated them to make Jeep Wrangler the No. 1 vehicle on their search lists.

The Jeep Wrangler was also the top vehicle page visited on Cars.com by people in Atlanta, Chicago, Los Angeles, New York, San Francisco and Washington DC.

Overall, the Jeep Wrangler destination at Cars.com had a 545% increase in traffic.

Cars.com pages for the Lexus LS also had spikes in traffic, generating a 921% lift of visits, after the airing of its “Long Live The King” spot featuring cast members from Marvel’s Black Panther.

Other top performing brands and car models included Jeep Cherokee (+175%), Toyota Tundra (+142%) and RAM 1500 (+69%).

Mobile visits continued to grow in popularity throughout Game Day, according to Cars.com, with 71% of visits coming from a mobile device during the game, up from 67% before the game started.

"This year's game saw the fewest number of car manufacturers advertising since before 2010,” said Greene. ”Despite this, Cars.com still saw a significant spike in site engagement during the game,"  

According to Greene, “The themes of diversity and humanity were pervasive in all of the ads that aired, with only two ads overall featuring famous figures. Humor and animals were most notably missing from ads this year."

Among the other Super Bowl LII car ads: Hyundai's "Ref to the Rescue," Mercedes-Benz' "Last Fan Standing" and from Toyota "Good Odds" and "Mobility Anthem."

Data was collected in real-time by comparing Cars.com site visits on Game Day to averages of the four prior Sundays.

"Consumers come to Cars.com for unbiased information and tools to help them learn more about the cars they're seeing advertised,” said Greene. "With more than 400 million site visits a year, we at Cars.com have a unique vantage point into consumer car shopping habits.”

Final Score: Eagles 41, Pats 33, Commercials 49 Minutes, 35 Seconds

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