If the low ratings at Oprah Winfrey’s OWN weren’t evidence enough of viewer disinterest in programming that inspires, then perhaps the massive ratings growth at Investigation Discovery, a network whose shows are almost exclusively populated by murderers and stalkers, can provide convincing.
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.
Call it the Ad Bowl. Or the Buzz Bowl. Or the BS Bowl. Doesn’t matter, it all boils down to this: Sunday’s Super Bowl is the biggest day of the year for advertisers, some of which dished out $3 million for the chance to reach an audience of 100 million consumers for 30 seconds. At that price — $100,000 a second — the stakes are high. A good commercial can be a triumph, creating just the kind of water-cooler talk that propels a brand to a new level with consumers. A bad commercial? Well, those behind it better start dusting off the old resume.
It’s no secret that sports has been the brightest star of broadcast television lately. It pulls big audiences, and those viewers watch live — a combination that advertisers drool over. So NBC Universal figured it was high time to make the most of its sports assets — soon to be coupled with those of Comcast — and today announced the creation of “NBC Sports Agency.”
It’s almost time again for the Super Bowl, which means this is when all the talk starts about those famous, and famously expensive, commercials. Just how expensive? Kantar Media came out with a study today that shows Anheuser-Busch InBev, Pepsi, Walt Disney, General Motors, Coca-Cola have combined to spend nearly $600 million on Super Bowl ads over the last 10 years. For those of you bad with numbers, that’s more than half-a-billion dollars. Keep in mind, General Motors wasn’t even part of the game for 2009 or 2010.
NBC Universal’s quarterly results — still wrapped into the General Electric numbers — should have some of the folks down in Philadelphia smiling this weekend. The numbers didn’t set the world on fire, but both profit and revenue showed improvement thanks to (what else) the cable division.