Super Bowl XXXVI: Average spot realization dips to $1.84 mn. Pepsi’s ‘Demure Britney’ spot hailed as a big winner
Dubbed as the most important television event of the year, game has seen a slight dip in average realization during the last 3 games. The ad spot realization, reported by Ad Age, reached an all time high in 2000 ($2.1mn for 30 sec). According to Nielsen Media Research, the game has typically reached over 40% of US households every year, in last 10 years.
Creatively speaking, Madison Avenue was astonishingly restraint showing little Post September 11 ‘Kill Osama’ emotions and traditionally high doze of flesh. Pepsi’s 90 sec spot, done by BBDO uses teen sensation Britney Spears -- in an unusually demure performance -- to take us all on a trip through the generations of the Pepsi Generation. The spot reinforced Pepsi''s youthful image while being adorable, fascinating and fun from its dated black-and-white beginning to its charming, winking end.
Other prominent advertiser included AT&T, Levi’s, Monster.com and Budweiser.
Perhaps it was the Budweiser ‘horse’ ad that was most touching. The spot showed Budweiser horses kneeling before New York’s skyline, bowing their heads in unison as a show of respect for the city.
Our typical marketing budget is usually 10 per cent of the topline spend
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
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