By Jessica Pawlarczyk
More than 100 million viewers watched Super Bowl 50 on Sunday. Among those viewers were 69 Kellogg marketing students who participated in the 12th annual Super Bowl Advertising Review, scoring each commercial according to the ADPLAN Framework developed by Professors Tim Calkins and Derek Rucker.
As usual, this year’s Super Bowl was full of ads that either won big with viewers or limped away in defeat.
In the end, Toyota scored highest with Kellogg Ad Review participants, leading the strategic rankings with its “The Longest Chase” ad.
“Toyota’s Prius was a clear winner in this year’s Super Bowl because it kept our attention, had strong linkage to the brand and showcased its benefits,” Professor Rucker said.
Other brands that earned top marks in Kellogg’s rankings include Budweiser, T-Mobile, Doritos, Audi and TurboTax. On the other hand, Squarespace, LG and Acura fumbled during the big game, receiving low grades for less effective ads.
Current students Meg Reed, Paul Ricciuti and Vidya Sathyamoorthy participated in this year’s Super Bowl Advertising Review. Find out what their favorite commercials were and what they learned from the experience.
By Jessica Pawlarczyk
Demand for Super Bowl advertising has reached an all-time high, with pricing up to $5 million for a 30-second TV spot.
As the prices continue to rise, so does the pressure for Super Bowl marketers. A successful Super Bowl effort can propel a brand and a career, while an unsuccessful one can hurt both.
Marketers have spent an incredible amount of time, money and creative energy preparing for Sunday’s game in an attempt to produce the perfect advertisement that will cut through the clutter and score big with fans.
Kellogg Marketing Professors Tim Calkins and Derek Rucker gave students an inside look at what to expect from Super Bowl 50 advertisements during a special pre-Super Bowl Ad Review event Thursday. Calkins and Rucker discussed the elements of an effective advertisement and shared pre-game advertising predictions and insights with students.
Here are the top 5 Super Bowl advertising things to watch for this Sunday:
In just four days, more than 50 Kellogg students will join forces with marketing professors Tim Calkins and Derek Rucker to kick off Kellogg’s 2016 Super Bowl Ad Review.
In anticipation of Sunday’s event, we asked four students why they wanted to participate in the Ad Review and what they’re hoping to take away from this unique experience.
The 12th annual Kellogg Super Bowl Ad Review is quickly approaching, and with advertising spots selling at a reported $5 million, the stakes are higher than ever for marketers.
On Sunday, Feb. 7, more than 50 Kellogg students will join Professors Tim Calkins and Derek Rucker as they try to separate the Super Bowl advertising winners from the losers.
Read on to learn more about Calkins and Rucker — two of Kellogg’s most widely recognized marketing professors — including their past involvement with the Ad Review and what they’re most looking forward to about this year’s ads.
Kellogg’s Super Bowl Ad Review was one of the reasons Mike Hayes and David Morgenstern chose to attend Kellogg. They’ve always watched the Big Game and been a fan of deciding which commercials they liked or didn’t like. But this year, they were able to go beyond that and put theory to practice as they analyzed which ads were most effective and which fell flat.
Hayes and Morgenstern were two of 67 current students who participated in this year’s Ad Review. McDonald’s topped the rankings with its “Pay With Lovin'” ad. Other brands that earned top marks include Budweiser, Coca-Cola and Procter & Gamble’s Always. Squarespace, Lexus and Heroes Charge received low marks.
Hear more from Hayes, Morgenstern, Kate O’Brady and Vivek Kumar about participating in this year’s Ad Review. Find out why they took part, what their favorite commercial was and what they learned from the experience.
Each year, brands spend upwards of $2 billion collectively on Super Bowl commercials. Some emerge as clear winners. Others limp away. This year, for the eleventh time, Kellogg School of Management marketing students will apply rigorous, research-based criteria to determine what separates the Super Bowl advertising winners from the losers.
Follow the Kellogg Super Bowl Ad Review in real-time this Sunday via our website’s social feed, powered by RebelMouse, at http://kell.gg/superbowlsocial, or on Twitter with #KelloggSB.
All eyes were on the Super Bowl Sunday night at Kellogg School – at least on the ads. About 50 students packed a room to participate the 10th annual Super Bowl Advertising Review, scoring each commercial according to the ADPLAN Framework developed by Professors Tim Calkins and Derek Rucker.