It's that time of year again! Have you placed your bets? Not on the winning team, but on who will have the best Super Bowl commercials?
Last year the big "winners" around here were Volkswagen, Chrysler, Doritos and Bridgestone, but we are very anxious to see who comes up with the best creative for Super Bowl XLVI.
This year, we don't have to wait to start our judging!
Before all advertising discussions turn to the television spots that air during "the big game" next month, we'd like to hear from you about your favorite holiday season commercials.
The 2011 television upfront has wrapped up and it appears that TV
advertising is back. The upfront allows marketers to buy commercial
airtime "up front", or several months before the television season
begins. Not only are the ad commitments higher than last year (between
$8.8 billion and $9.3 billion across the five broadcast networks), but
the networks are seeing impressive increases in CPMs.
Many moons ago, when planning television schedules the most sought-out inventory always included the programs that we called "appointment television," which referred to the programming that TV viewers would schedule their time around to ensure they'd be able to watch. This is where phrases like "Must See TV" came about for NBC's Thursday night line-up. However, appointment TV is now a thing of the past: viewers no longer need to schedule time to watch their favorite shows. Between online video sites like Hulu and Fancast, as well as programming "on demand" through cable providers, viewers can watch their favorite shows at their convenience.
In the slew of tweets and blog posts about the best/the funniest/the commercial with the most primate extras/etc., this post is about the creative strategy that Chrysler flexed on Super Bowl Sunday and what every "underdog segment" can learn from it.
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