MPG: Super Bowl Advertising: How 140 Million People Were Undersold - Don Seaman

OK how about we call this the Forgetful Bowl First it was Christina Aguilera and Lyricgate hey at least there was no Wardrobe Malfunction right Then the Steelers forgot that the Packers had more players from their secondary in the medical ward of Frozen Cowboy Stadium than in the defensive backfieldamp8230 so they continued to run the ball Solid play calling there Seriously the director had to cut to the camera leading to the tunnel to follow the injured more than Cameron Diaz had popcorn to feed ARod Actually apparently ARod was incensed that his popcorn moment was caught on camera and insisted that he never be shown again I know because John Madden texted meAt Halftime the BlackEyed Peas forgot that they39re not a cover band Slash forgot his Axel and Usher forgot to sing In fact it was suggested to me a few days before the game that they just have the kids from Glee sing the halftime show amp8211 that it would drum up excitement for their postgame episode Well there were lots of cover songs and guest stars and a lot of big forced dance routines so maybe they weren39t so far off from having Glee at halftime in the first placeBut most of all advertisers forgot that Super Bowl ads are supposed to be well their Super Bowl as well Like the Steelers creative departments came up flat and never recovered to make it an interesting gameA few stats about the Super Bowl ads themselvesAs far as the quotgame onlyquot spots there were more ads for web sites than for any other category amp8211 14 by our count Autos and movies came in tied for a close second with 11 each Chevy had five spots in the game alone amp8211 nearly half of the categoryOf the 118 spots we39re considering quotingamequot for our quick analysis we felt that 55 amp8211 just under 50 of them were trying to be clever In other words pulling out the stops to hit high scores in the Ad Trackers employed during Analysis Monday They were quotChasing 1984quotIn our estimation about 55 of them wasted their time OK perhaps the mini Darth Vader ad was cute and memorable but even that felt a bit dated if you really think about itTiVo reports that the most replayed ad was the Snicker39s spot that had Roseanne Barr getting creamed by a log Sorry Roseanne you are most definitely NOT this year39s Betty White And the spot that seems to be getting the most chatter is the Eminem commercial amp8211 the one where he39s actually seen live and driving through his beloved Detroit not animated and whining about why he never does commercials And Groupon made headlines about the perceived insensitivity of their PSAmocking ads even though they are donating to the very charities that they seemingly mockedA few even made this particular reviewer want to actively avoid buying their product because of the messaging Doritos for example It should go without saying that I39d prefer my coworkers respect both my own private fingers and my own private pants And I39m not sure that I want to try Living Social anytime soon unless I39m looking for a good deal on EstroMaxx And speaking of Max Pepsi Max is something to keep away from your spousessignificant others guys Unless you like being emasculated for what you eat and who you say hello to that isAnd thinking about it wouldn39t the creative that Hyundai used for their Sonata amp8211 the spot where people still use cell phones the size of toasters and carry turntables for personal listening devices amp8211 been so much better used by something like the Android vs Apple tech Although you must give Motorola kudos for using the 1984 theme to imply that Apple had now become Big Brother itselfAnd all of these spots pale in comparison to the biggest corporate presence in the game overall amp8211 Fox itself There were 24 promos for Fox programs during the game That seems like a lot especially considering that many were for either House which did get a respectable bump of 16 for A1849 over its previous preSuper Bowl episode or Chicago Code which retained a fair amount of House viewers but didn39t do significantly better than the quickly cancelled Lone Star in the same time slotPerhaps House was just able to capitalize upon the Mean Joe Greene homage during one memorable promoAnd the promos for Glee didn39t seem to help retain much of the postSuper Bowl crowd as Glee reached over a 100 million fewer overall viewers than the game According to our analysis 1397 million people watched at least 6 minutes of the Super Bowl on Sunday Glee39s reach 307 million And both of those are taking into consideration LiveSame Day viewing mostly the quotpausersquot and quotfastforwardersquotOne last point about the Super Bowl ads amp8211 which had the most viewers overall That was the pod that aired between 7PM and 705PM The top spot belonged to the minute that aired the Doritos quotReanimationquot spot amp8211 where Doritos bring back a man39s grandfather from beyond the cremation urn amp8211 and the Pepsi Max spot that featured a man getting hit in the crotch with a Pepsi Max can About 1012 million viewers saw those ads Hey at least it was the classy creative of the brands that got the most viewers rightBut for most of us the biggest question of this year39s Advertising Bowl has to be this amp8211 does Volkswagen release a sequel in which Darth39s mother confesses quotDarth amp8211 it was your fatherquotquotNooooooooooooquot

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MPG: Super Bowl Advertising: How 140 Million People Were Undersold - Don Seaman

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Don Seaman

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

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