Super Bowl advertising review on WFYI

by Tony Fannin, president, BE Branded

I just finished taping a special Super Bowl segment on Inside Indiana Business. It’s a show hosted by Gerry Dick, a long time business man and entrepreneur in Indiana. The content of the show was about the Super Bowl commercials and are they still effective. In brief, here are the points:

• Yes, they still are effective. It is one of the few times where the advertising is part of the experience of watching the Super Bowl.

• It still is a key revenue period that helps make or break a company’s year. Not much different than Christmas season. These are the two bumps retailers need to make their year profitable.

• More advertisers are using the week before the big game as a buzz generator for their brands.

• ROI is still there
– Diamond Foods (Emerald Almonds): in previous Super Bowl spots, they saw a 36% sales increase leading up to the Super Bowl because of early marketing and 22% sales increase over the next 4 weeks following the game.

– Anheuser Bush: this is their 7th largest sales week. Increase of over 600% in web site traffic before, during, and after the game.

– Hyundai: over 300,000 web site visits, average length of time of over 5 minutes, resulted in 25,000 qualified sales leads.

– ETrade: over 5 million views of the launch of “Talking Baby” campaign, resulting in an increase of 32% in newly open and funded accounts.

• Charity tie-ins will be more prevalent. Coke, for example, is using advertising to drive people to facebook, gift a Coke to someone, in return, get a free preview clip of the Super Bowl ad and Coke will donate $1 to the Boys & Girls Club of America for each gifted Coke. During the game, Coke has donated two bumper spots in which they will run ads for the Boys & Girls Club of America and the American Red Cross for the Haiti relief.

• There will be different advertisers or those returning after not advertising for a while on the Super Bowl because there will be more new product launches. Intel, for example, is back on the Super Bowl because they are launching new chips that are being manufactured for mobile devices and desktop computers.

Finally, why aren’t sponsors running Peyton Manning ads? There will be no spot with Peyton Manning in it. To me, that’s stupid. MasterCard, PepsiCo, Sony, shame on you. Here is a guy who is the star of Sunday, a poster boy for the NFL, and is #25 among the top 2,400 endorsers in the U.S. Your spokes person is the star of the show. What could be a better tie-in?

If you’re in the Indianapolis area, you can catch the show on Friday night at 10p (EST) on WFYI (PBS) and the rerun on Saturday 7:30p (EST) same channel.

Enjoy the ads, errrr, game.


About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

2 Responses to “Super Bowl advertising review on WFYI”

  1. Hi Tony,
    Becky here from Intel. Just a note of thanks for including us in your Super Bowl write up. It’s been a little over 10 years since Intel last had a spot in the big game and we’re super excited about it. We’ll have one 30 sec spot in the game itself, then Intel is sponsoring “The Intel® Super Bowl Today Post-Game Show,” during which two 30-second Intel spots will run. You’ll see a total of two new ads; one called Lunchroom and the other Generations. Would love to know what you think!

    You can see the ads online starting at 9pm PT Sunday night here:


  2. Becky,
    Thank you for joining in. I’m very impressed that you and Intel actively seek to join in on conversations. It’s great to see. As a marketer, I believe it’s critical to talk with the marketplace. As a consumer, it makes me feel like you care about what we think as customers. I will definitely be watching for your spots and will send you my thoughts.

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