Aaron Rodgers Tops Survey Of Most Marketable Players In NFL
Sports Business Daily | January 30, 2012
Aaron Rodgers is the most marketable player in the NFL, according to an exclusive survey of sports business execs, analysts and media members.
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Researchers Examine Influence of Super Bowl Ads
physorg.com | January 25, 2012
Last year, Volkswagen's Super Bowl ad featuring a kid dressed as Darth Vader went viral online, helping the company earn an estimated $100 million in free publicity. This year, the automaker has leaked its new ad - continuing on the Star Wars theme but adding barking dogs - in hopes of generating more buzz.
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Study Finds That Car Ads Blitz Beer, Best Buy Spots
MediaPost Marketing Daily | January 25, 2012
Hyundai scored well because it has established itself as a kind of heroic brand among automakers through programs like Hyundai Assurance, where people could return their Hyundai vehicles if they lost their jobs. But, he says, Kia didn't have that kind of meaning, so isn't as good a fit for the big game.
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The Tiger Effect: How Woods Drives the Golf Business
bnet.com | September 23, 2011
While Nike’s golf ball business sank in the six months following the scandal in November 2009, a study done by the Tepper School of Business at Carnegie Mellon University concluded that Nike clocked $2 million in sales after the scandal that it otherwise would not have gotten.
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Aviva Teamed Up With Rugby on TV
Thinkbox | June 08, 2011
"Our TV idents were an instrumental part of our plan and the richest media for forging an emotional relationship between the Premiership fans and Aviva"
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Super Bowl Airs Most-Liked Commercials
MediaPost Daily News | May 03, 2011
Nielsen's broader measure of a commercial's effectiveness - brand recall - gave Super Bowl marketers somewhat better marks across the board, getting six of the top 10 positions of all commercials aired during the first three months of the year.
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Popular Baseball Players Score With Brand Marketers
MediaPost Daily News | March 28, 2011
A big baseball market and big names can secure players big deals when it comes to marketers - even those that are retired.
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Case Study: GoDaddy and the Super Bowl
Financial Times | February 09, 2011
GoDaddy said this week that its 2011 Super Bowl ads drove record web traffic. According to GoDaddy, 15 minutes after its first Super Bowl commercial aired, its domain name registrations rose by more than 466 per cent compared with last year.
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What We Learned From VW's Super Bowl Success
MediaPost Engage: Moms | February 08, 2011
"More automotive advertisers should take the VW higher road on Super Bowl advertising as it sends a message that women and families are important viewers."
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Ace Metrix: Doritos 'Pug Attack' Ad Most Effective of Super Bowl
Adweek | February 07, 2011
Animals and celebrities filled more than their fair share of Super Bowl ads this year, but according to Peter Daboll, CEO, Ace Metrix, the pets worked much better in appealing to consumers. “The celebrity ads are pretty much in the bottom third,” of all the ads in this year’s game, he said.
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Groupon Super Bowl Commercial Gains the Wrong Kind of Attention
Chicago Tribune | February 07, 2011
The Tibet ad turns out to be a branding misstep for the Chicago-based startup that celebrates its irreverent humour.
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Super Bowl Ads Work (Almost Every Time)
Adweek | February 04, 2011
“Several dozen Big Game advertisers . . . brands that advertise on the Super Bowl see an average sales uplift of more than 11 percent in the following month. This generates an ROI from Super Bowl ads 250 times greater than ROI from the average TV ad.”
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Is $3M Worth it For a Super Bowl Ad? Ask Go Daddy
The Washington Post | February 03, 2011
Since the Jackson spoof in 2005, GoDaddy has gone from single digits to nearly 50 percent of market share in domain-name registry. On average, the site says, it has picked up 5 percentage points of market share within the first 48 hours after a Super Bowl ad. It posted almost $1 billion in revenue last year.
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Super Bowl Ad Study: "Celebrities Have Lost Their Influence" With Consumers
NYSportsJournalism.com | January 26, 2011
There is a lot being said and written about the estimated $200 million being spent on ads that will run on Fox during Super Bowl XLV. But here is something that some marketers might not want to hear: If your commercial features a celebrity — and many of them do — your message will resonate far less with viewers and consumers than ever.
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Super Bowl Ads Still Impact, Ask Betty White
MediaPost TVBlog | December 23, 2010
Betty White's Super Bowl launching pad is a reminder that with some luck and the right creative, advertising in the Big Game still offers an opportunity to instantly impact American culture.
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South Africa Proclaims World Cup a Tourism Success
Toronto Star | December 07, 2010
South Africa is betting that favourable coverage of the country by television stations around the world during the month-long tournament, which ended on July 11, will help boost tourism and jobs in a country where one in four are unemployed. The tourism industry makes up 7.9 per cent of the economy and employs 920,000 people.
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Standing by Tiger Helped Nike's Bottom Line
Advertising Age | December 02, 2010
Nike's decision to stick with Tiger Woods through his messy sex scandal may have paid off - at least in terms of golf-ball sales, university researchers have concluded.
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The Verdict: PepsiCo's CFL Refresh Pays Off
Strategy | December 01, 2010
The CFL has delivered record-setting numbers for TSN this fall, and that, combined with the shift to a more interactive promotional strategy at the organization, has meant a much more successful season for everyone.
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Sports Marketing Is Back, NHL Leads Pack
MediaPost Marketing Daily | November 22, 2010
The 2009-10 season was a big year for the NHL. The league posted record television ratings during the playoffs, and a 66% increase in advertising and sponsorship revenue.
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Kraft Hockeyville Grows Again
Media in Canada | November 09, 2010
Over the past five years, sales of Kraft products related to the sponsorship have increased 4 to 6% during the campaigns. The brand recognition has also grown, making Kraft Hockeyville the fourth most recognized community program in Canada.
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Top 5 Buzz Gainers of the MLB Post-Season
Brandweek | November 05, 2010
Almost a dozen companies either signed official deals with MLB for the post-season or introduced new campaigns during the broadcasts. When it comes the biggest buzz gainers with adults over 18, the winner by far was one of the official sponsors, Chevrolet, which notched up 18 points in the 30 days ending Nov. 1.
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ESPN Study Finds 3D Ads, Games More Effective
Broadcasting & Cable | November 04, 2010
A major ESPN study of the impact of 3D programming has found that the viewers preferred 3D games to 2D, and that 3D ads were more effective than 2D versions...cued recall of ads improved from 68% for 2D ads to 83% for 3D and on average purchase intent increased from 49% to 83% for 3D versions.
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ESPN Advances Cross-Media Metrics for World Cup, Football
Advertising Age | September 27, 2010
Beyond benchmarks for cross-platform media behaviour, ESPN also wanted to link sports viewing to ad effectiveness. Several advertisers tested different versions of creative, some directly linked to the World Cup and soccer, others using broader brand messaging. Not surprisingly, those sponsors that used sports-themed creative tended to have the best results.
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MillerCoors CMO Expounds On The Reach Of Sports
MediaPost Marketing Daily | September 22, 2010
"Sports deliver the right audience for our media message. Sports deliver audience and reach I care about. That's why we spent 60% of media against sports."
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Coke, McD Use Olympics To Recharge Canadian Viability
MediaPost Daily News | September 22, 2010
"Canada is a great success story for us ... we were literally able to reverse all those [negative] trends" as it was able to motivate stakeholders throughout its system from bottlers to retailers.
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Worldwide Sports Market Industry Seen Making A Comeback in 2010
NYSportsJournalism.com | August 04, 2010
According to a report from marketing and research firm The NPD Group, the worldwide sales of sports equipment, apparel and footwear is predicted to have a 1% growth in 2010 and close near the $300 billion mark. A major factor: the World Cup.
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World Cup Sponsors Generate Higher Likability, Brand Recall
MediaPost Daily News | July 08, 2010
Big marketers targeting U.S. and U.K viewers during the World Cup are being rewarded for their sponsorship of the soccer event. They includes Adidas, AT&T, Budweiser, Hyundai and Sony, which have generated the best "likability" scores - 55% higher on average compared to commercials from other, non-sponsor World Cup advertisers, according to the Nielsen Company.
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Adidas, Coke Score With World Cup in China
WARC | June 29, 2010
Adidas, Coca-Cola and Visa are the brands which have yielded the greatest benefits from their sponsorship of the World Cup among consumers in China thus far.
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Nike, Hyundai, ESPN Bask in World Cup Buzz
Adweek | June 23, 2010
Nike, Hyundai and ESPN have received the biggest consumer perception boosts among U.S. consumers in the first week of the international soccer tournament, according to market research firm YouGov's BrandIndex report.
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Adidas Says World Cup Already a Winner
MediaPost Marketing Daily | June 22, 2010
"Worldwide, we are seeing more of a buzz about World Cup," says Marshal Cohen, chief industry analyst of The NPD Group, "and it's really helped by the social atmosphere around it - everyone is looking for a less expensive form of entertainment. Gathering family and friends is one of the least expensive forms of entertainment there is."
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CBC Scores With World Cup Coverage
Marketing | June 11, 2010
Scott Moore, executive director of CBC Sports and GM of media sales and marketing, said the network is ahead of its revenue plans for World Cup advertising sales, close to a sell-out position in the playoff rounds and in a better-than-expected level of sales in all other games.
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Coke, Adidas Benefit From World Cup Sponsorship
WARC | May 31, 2010
Coca-Cola and Adidas are the brand owners which are currently receiving the greatest benefits from their sponsorship of the FIFA World Cup among consumers in Asia Pacific.
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BCE Expects Olympic Revenue Flow for Years
Marketing | May 07, 2010
Bell hasn't disclosed its revenues from the Winter Games, but CEO George Cope said Thursday that the company expects the revenues will go for years, after BCE Inc. rang up a profit of $608 million in the first quarter of 2010.
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Kraft Scores With Hockeyville at Sponsorship Marketing Awards
Marketing | April 22, 2010
According to statistics provided by the Sponsorship Marketing Council, which organizes the awards, Hockeyville 2009 attracted a record 9.3 million votes for Canadian’s favourite hockey town for the year, Terrace, B.C.
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The Most Influential Athletes
Forbes.com | April 21, 2010
More than half of all Americans know who Armstrong is, according to E-Poll data, more than Peyton Manning or LeBron James. Nearly a third consider him to be "influential," while 46% profess to "like him a lot."
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Mickelson Win Pays Off Big for Callaway
MediaPost Marketing Daily | April 13, 2010
"The impact of his win is just enormous for our brand," says Brian Groves, Callaway's VP/brand management. Because the final round was so close, ratings jumped 36%, and the tournament was seen in 12% of U.S. households. "When you monetize how many times our logo showed up, it's just tremendous."
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Olympic Sponsors Strike Gold
Toronto Star | February 25, 2010
While it's too early to say who will bring home the bulk of the corporate medals, experts say most companies that gambled on the Games are now poised for a payoff.
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Olympic Ads Pay Off For Marketers, NBC
MediaPost Daily News | February 24, 2010
Looking at advertisers so far, NBC compared 142 Olympic marketers' commercials - their Olympic advertising versus their regular TV media plans - and said there was, on average, 24% higher brand recall, 31% more message recall, and 21% better likability for TV viewers.
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NBC: Olympic Opening Boosts Brands
Adweek | February 16, 2010
NBC today issued research it commissioned from Google that indicates huge spikes in search queries for brands that were featured during the opening ceremonies at the Vancouver Winter Games.
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NBC: Ads During Olympics Beat Those on Regular TV
Advertising Age | February 16, 2010
Ads from auto advertisers, financial-services firms, movie studios and retailers during the Olympics are having more impact on viewer behaviour than commercials airing in more typical TV programming, NBC said, citing data from Nielsen IAG, which measures likability and recall of ads, programs and product placements.
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Which Super Bowl Advertisers Really Bettered Their Buzz?
Advertising Age | February 16, 2010
"The reach is incredible at the Super Bowl, so on a lot of other shows on which you may be advertising there's a real question if whether people are fast-forwarding through the commercials or going to grab a drink. Here you have a higher percentage of people paying attention to the ads."
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