THE DOOM$DAY $UPER BOWL?

DR STRANGELOVE / HOW I LEARNED TO…. LOVE THE BOMB….

1964 (3 yrs b-4 SB I) was filled with the Cuban Missile Crisis, the Cold War, H bombs, etc and a 95 min BLK COMEDY called Dr Strangelove with Peter Sellers, Slim Pickens & Geo C Scott among others. Nuclear warfare was at hand as a US bomber received orders to attack the “Russkies”. The ante is handsomely increased when the US discovers (as our bomber is releasing its load, over the Soviet Union) that the Reds have a Doomsday Machine that will destroy the world, if the Russians are attacked. OUCHIE!

B-4 we ride the payload of SB 2015 let’s recreate some of the special Dr Strangelove / Doomsday Machine type / hyped game changing moments from SBs of yesteryr.

  • 1967 – SB I was really called the 1st NFL-AFL Championship Game. In 1969 the game officially became the Super Bowl. (The old name was unacceptably cumbersome and lengthy for broadcasters & fans, alike. It was eventually blasted away)
  • 1977 – There was a “made for TV” flick, Blk Sunday, with a plot about SB Sun Terrorism. WOW!
  • 1979Mean Joe Greene’s Coke ad became an instant “classic”. (It was b-4 Apple’s SB 1984 “game changer” ad).
  • 1984McIntosh / Apple adblew up” ALL previous SB ads± forevermore. It started a new brave world of SB
  • 1986SB ad sales “exploded” as ALL were sold by H-ween thx to those crazy, zany, raucous 1985 Chi Bears. They featured “Punk” QB McMahon, Samurai Mike Singletary, Iron Mike (Coach Ditka) & The SB Shuffle.
  • 20021st SB past 9-11. Security & Safety became HUGE issues.
  • 2004Janet Jackson Bowl Ms Jackson’s breast was revealed b/c of a “costume malfunction” during ½ time show.
  • 2010 – Record TV audience, 5 M. It broke the Mash’s last episode audience #s.
  • 2011Chrysler’s 1st 2 min SB ad (Eminem, “Imported from Detroit”) forces USA2day to start metering ½ time ads.

While we have just listed some of the BIG BLASTS from SBs PAST (with their game changers, Doomsday± detonations and/or mega moments), we wonder where SB 2015’s BOOMS will come from outside of EVERYWHERE? We now head to our bomb shelters to protect us against this yr’s SB ad program which maybe the beginning of THE END of such programs! (The END is here when SB ads, or their prices are as commonplace as your avg TV ad and/or when an inventory of them remains just b-4 the BIG GAME). Given that END insight, is it in sight? To ans let’s examine WHY as of mid-Jan, SBXLIX’s ads still had NOT been sold out? (Last yr they were gone b4 December calendared) Are those extraordinary SB ad on their way to becoming avg? Will the ans to WHY there still was NO “sell out” this year help detonate SB programming and SB ads as we know them? Below, we try to answer the WHY, 1 reason at a time.

  • The Auto Industry for a # of yrs has been the backbone of SB For example last year 11 auto brands accounted for 13 ads. So far we ONLY know of 6 auto ads representing 5 diff brands with NO (ZERO) domestics! (While GM is NOT SBowling, as such, we wonder what we should call it when GM gives the Colorado as MVP – mobile AND 1 of its vehicles will back cover the SB Game Day Program? What is it?) BOOM!
  • Strong Auto Sales but Stronger Auto Recalls- While domestic auto sales were strong in 2014 (17M±), perhaps auto recalls have been even stronger amassing well over 50M different recalls. This “noise” in auto messaging may lessen the value of any auto ad. Additionally, there are but a few “new” autos being released in 2015 which is a good reason to NOT SB (See Forbes, few auto brands) BOOM!
  • SB Ad Price- A number of analysts have noted that the continued increase in the price of SB ads is insane. With an expected avg of $4.5M± for 30sec worth of NBCTV time this year, not only is that the highest TV rate ever, but over the last 5 yrs SB in-game TV ad rates have grown by $1.7M or 60%. (Furthermore, current estimates of the real total costs of a meaningfully, well connected SB ad runs in the range of $10M which includes production costs, celeb payouts, etc. That’s right $10M!) As SB ad prices continue to escalate, so does the question about ROI specifically for the autos. The SB is all about entertainment (and admittedly brand commitment) but autos increasingly want results! In the “clutterbox” of SB auto ads will the SB produce sales or at least a real path to them? BOOM!
  • TV Advertising in general is declining as markets connect to digital venues. My gosh, NBC will stream SB XVIX and its ads are ALL “sold out?” BOOM!
  • Domestic Violence has dogged and dragged down the NFL all season long, Ray Rice, Adrian Peterson or 1 of many Commish Goodell’s denials have spearheaded this downward drag. (See Wayne Friedmas’s discussion 11/17/14 & L Rielly, Biz Insider, 1/15/15) BOOM!
  • A True College Playoff Championship Game is here. Advertising during the game at the very least cost $1M for 30 sec, a record for a college football game. Also, some advertisers such as Ford with its new aluminum F-150 truck decided NOT even to consider the SB Rather, it would advertise this game AND publicize the fact that it would NOT SB while doing Oregon vs OSU. That decision was partially based on the fact that MILLENNIALS, a strong target market for trucks were a high % of viewers. BOOM!
  • As Millennials, American’s largest generation ever (80 M±), grow to maturity, they will more and more determine TV viewing patterns in America. They are known for their short attention span, their multitasking, their tech savviness, education proclivity and their breaking away from the traditional media vs Facebook, Instagram, Twitter, etc. Inevitably, this means less and less traditional media consumption and TV The highest SB auto ranked ad ever, VW’s “The Force”/Darth Vader was #3 on USA2day’s AdMeter (2012) It received an amazing 60M hits on Youtube. BOOM!
  • The Social Media is the undeniable “hand in glove” issue for MILLENNIALS. Indeed as SOCIAL MEDIA, with its intimacy & inter-activeness, dominates the traditional media (RADIO, TV, etc) with millennials the result likely is decreasing TV viewing both in terms of #s and intensity. The age of SOCIAL MEDIA connection was launched during the BLACKOUT of 2011 when Oreo a non SB advertiser quickly tweeted “Power out? No problem. You can still dunk in the dark.” The simplistic image of an Oreo surrounded by darkness, WINS! Today, MILLENNIAL savvy firms such as An-Busch man their SOCIAL MEDIA war rooms ready to respond, initiate and connect. (SOCIAL MEDIA war rooms will be the order of the day for SB 2015 ads) Social apps are also being integrated into SB 2015’s campaigns! In SB 2014 57% of all ads used hashtags (increase of 50% over 2013.) This year ALL social networks now support hashtags, including Fcbk. This year we expect virtually all ads to use them. BOOM! BOOM!! BOOM!!!
  • The Ol’ End Around “Trick” Play– Do the brands Newcastle or Beanitos mean anything to me, to you or to anybody? Well, Newcastle Brown Ale is “kind of” advertising in SB 2015. An-Busch has exclusive beer rights to the SB, so our buds at Newcastle are buying LOCAL air time and recruiting other brands with the help of actress Aubrey Plaza, who pokes fun at SB ad staples with a cynical, yet oddly charming touch. Brands such as Boost Mobile, Beanitos Chips, Sharper Image, McClure’s Pickles and Armstrong Floor have already joined them as part of a Band of Brands (com) movement. The concept is simple, buy shared time, share the costs, the time and the spotlight of this big venture. On the other hand there are pregame and postgame ads like E-surance last year who avoided the big dance by purchasing time “around” the SB.
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About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or bernacmd@udmercy.edu. Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
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