Shared Advertising a First for Coveted Super Bowl?
With the 2009 Super Bowl approaching, we'll soon see what the best and brightest minds in advertising have in store to dazzle and delight us between plays.
Even though we're in Canada, thanks to YouTube and a ton of other video sites, we can access the spots virtually as quickly as they are aired. So we can join the conversation about who delivered a memorable spot or hear who has some explaining to do when their company switchboard starts lighting up.
2009 Red Hot Spots for Sale....
Recently it was reported that NBC allowed an LA-based ad agency, Cesario Migliozzi, to pay the 30 second commercial fee (a cool $3.1 million US) and edit together a spot that promotes eight different products in the same commercial, guaranteeing marketers that each of their logos (at a minimum) will appear on screen for the entire time.
Turns out that NBC still has unsold inventory for the February 1st game. It's a sign of tough economic times that many companies have expressed interest in the plan because they can't afford the price tag on their own. And even moreso the network has given the green light to proceed. Among those approached so far include Virgin Mobile, Hard Rock Cafe, JetBlue and Facebook. Advertisers are guaranteed category exclusivity and will be featured for a year on a website called SuperBowlGlory.com
Would this approach present an unattainable creative challenge for an agency? That they now have to produce a memorable TV spot, potentially filled with creative and client compromises that none of their clients love in the end? If they hit a home run, does this open the door to new (less costly) creative approaches? Does a strong brand ad really matter any more if disparate logos can occupy the same air space?
Well - you can breathe a sigh of relief. Adweek reported just before Christmas that NBC said it would not allow a spot in the upcoming Super Bowl with multiple advertisers. Seth Winter, senior VP-sports and Olympics sales for the network, said the co-op spot would not be allowed. "We've not given them permission and there is no way we are going to," Mr. Winter said.
So much for that "barn burner" advertising special. That's still the domain of Boxing Day.
