The 2014 Super Bowl is less than two months away. This is the time when marketers all around the world are putting finishing touches on their Super Bowl marketing campaigns. Some are shooting commercials this week; others are meeting with senior management to secure approvals and almost are plotting social media strategy.
The stakes are high: on Super Bowl Sunday millions of people will gather to watch and evaluate the ads. There will also be a football game that day, but for most folks the advertising matters more.
It is shaping up to be a record Super Bowl in terms of advertising.
-Prices are at a new peak, with each thirty-second spot selling for $4 million. This is serious money even for big advertisers.
-Demand is high. The Wall Street Journal reported this week that the Super Bowl is sold out.
-Pregame buzz will be intense and early. Advertisers are already putting out press releases about Super Bowl advertising. This is different; a few years ago few advertisers released much before Super Bowl. Then marketers started capitalizing on the buzz by putting out information the week before the event. Now companies are active months ahead of time.
The Kellogg Super Bowl Advertising Review will be back again in 2014. This is our tenth year of reviewing the spots. Our focus, as always, will be on business impact: which of these advertisers built the brand and the business. This makes our ratings unique; our panel focuses on what really matters. Creativity is nice but is of no use on its own. The advertising has to work.
In the weeks leading up to the game, Professor Derek Rucker and I will be blogging. You can read the posts on the Kellogg Super Bowl Advertising Review blog or on my blog. Sign up to see all the posts.
Kellogg Super Bowl Ad Review blog: www.kelloggsuperbowlreview.wordpress.com
My blog: www.strongbrands.wordpress.com
We will also be on Twitter. We will look at who is advertising and why, the business challenges they face and what they have to do to succeed. And after the game, of course, we will be out with our rankings.
This year we will also take a look back at 10 years of the Kellogg Super Bowl Advertising Review.
It is a fun time of the year and there is a lot to learn about marketing, strategy and our society.