MediaFile

Super Bowl Monday: The view from armchair copywriters

Ahhh, Super Bowl Monday. The hangovers. The salsa stains on the sofa. The dreams of winning your office betting pool crushed. And the ad reviews. Yes, today is the day when everyone — many with little or no connection to advertising, football or tastemaking — puts out a list of the top Super Bowl commercials. Some are better than others. USA Today’s Super Bowl Ad Meter is probably the best known (and this morning had Bud Light’s Dog Sitter ad ranked tops). But two others that are very good gauges of the winners/losers of the Ad Bowl are TiVo and the Kellogg Super Bowl Advertising Review.

They take very different approaches to rankings.  TiVo ranks the most engaging moments “using aggregated, anonymous, second-by-second audience measurement data” while Kellogg goes with the panel approach that asks viewers to grade ads based on “Attention, Distinction, Positioning, Linkage, Amplification and Net equity.”

Three ads/brands were ranked highly by both TiVo and Kellogg:

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But there were also some glaring differences in the two polls. For instance, the top spot in Tivo went to Snickers, followed by Best Buy and Pepsi Max. Kellogg gave all three of those middle-of-the-road rankings (Snickers and Best Buy each a received B, while Pepsi Max took a C.

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Post Super Bowl: Ads, ads and more ads

It’s tempting, as a media reporter, to become incredibly cynical as the Super Bowl rolls around each February. Endless pitches, endless studies, endless clips sent by public relations departments in the days leading up the the game.

Here’s the thing though: Advertisers aren’t dummies. The $3 million they shell out for Super Bowl ads often pays off. Just think of all the stories that ran before the game in your local newspaper or on your local TV newscast (or here at Reuters.com). Or consider the party you attended yesterday — most people probably stayed in front of the TV set during timeouts. Hear much talk about Super Bowl ads today around the water cooler? Thought so.

A ton of polls are out today rating the best and worst Super Bowl commercials. Snickers and Doritos seem to be faring well.  Focus on the Family? Ahhh, that ad didn’t seem to knock anybody’s socks off. Then again, it didn’t have to. Do a Google News search and look at how much was written about the group’s advertisement long before it aired. That’s good marketing.