It’s that time again when broadcasters and advertisers need to watch their commercials and promotions to avoid improper uses of trademarked phrases — with the Super Bowl only weeks away, the Winter Olympics to follow soon thereafter and March Madness to follow closely after that.
After a one-year absence to evaluate the brand and the Greek market, Dannon is returning to the Super Bowl to promote its Oikos brand.
For the big game, CBS will take advantage of recent developments in 4K high-speed and high-resolution videography to not only slow down action in replays without noticeable motion blur or pixilation, but also to zoom in closely to see if a player’s foot is out of bounds or if the football breaks the plane of the end zone. Other networks are also working to push the envelope with high-speed, high-res cameras and Sony is working on next-generation sports production technology.
Big events elicit big social media chatter, but the social media rankings are not in the same order as the ratings rankings. According to the social media research company Trendrr, the No. 1 chatter-getter so far this year is MTV’s Music Video Awards, with some 19.2 million social interactions. Right behindit is the Super Bowl on NBC, grabbing 17.5 million social messages. CBS’ Grammy Awards special came next at 17.1 million,with NBC’s recent airing of the Summer Olympics closing ceremony right behind at 11.7 million.
CBS is expected to announce today that its Super Bowl ad slots are more than 90% sold out. The announcement comes five months before the game’s broadcast on Feb. 3, 2013. The 30-second slots are going for a record $3.7 million to $3.8 million vs. an average $3.5 million during the 2012 broadcast on NBC. If CBS sells 60 slots, revenue could exceed $225 million. Among the biggest repeat advertisers: Anheuser-Busch, PepsiCo, Frito-Lay and Hyundai.
General Motors will not advertise in next year’s Super Bowl because it is too expensive, the top marketing executive for the U.S. automaker said three days after the company announced it was dropping paid ads on Facebook Inc. The 2013 Super Bowl will be broadcast by CBS, which is selling 30-second ads for as much as $4 million.
In front of some 110 million viewers on NBC and uncounted others online, British singer M.I.A. flipped the bird and appeared to sing, “I don’t give a [expletive]” at one point, though it was hard to hear her clearly. Both NBC and the NFL apologized.
About two-thirds of smartphone and tablet owners use their gadgets to do things like text or post on Twitter while watching TV, according to Nielsen. So, for Sunday’s game, companies from Coke to Chevy are trying to reach fans on all the “second screens” they have.
While some advertisers have bought into digital packages for the Super Bowl’s first live video presentation on personal computers, tablets and mobile phones, many have not shown the same enthusiasm for the live stream as for the TV broadcast.