TiVo: Hollywood’s Super Bowl Ads Low Ranked By Viewers

COMMENTS (12)

• I understand the reflexive comfort provided by information that someone rewound and rewatched your commercial after it aired but seriously how many people, except those conjured in the minds of MBA’s, do this sort of thing and how is that a measure of effective impression relative to how many people saw it?

  The paucity of movie advertising during the show was conspicuous. Execs relying on online debuts before their release-date carpetbombing campaigns are missing far too many people for long lead awareness and buzz. Who for example watches online movie trailers (especially more than once) except people that see most everything anyway?

  Battleship showed its whole deck of cards because it had to. GI Joe’s first trailer was better than the TV spot used but theirs was ok. John Carter missed its only opportunity to break out of the self imposed bubble the marketing heads put it in from day 1. The Dictator at least made itself known to people outside of the business. Star Wars had a good spot but being a reissue the see/not see divide is well established.

  No Hobbit? No Batman? No Spider-Man? Hunger Games? Huntsman, Prometheus? Brave?

  Isn’t box office attendance going down?

  Comment by Joe — Monday February 6, 2012 @ 9:59am EST  Reply to this post

• I know Nikki and crew love piling it on the Film’s Super Bowl Ads to try to look like they’re useless. No. Entirely the opposite.

  The Super Bowl offers a “worldwide” audience. Films are able to prepare for not just domestic runs, but worldwide ones by advertising during the Super Bowl.

  The Super Bowl offers this advantage. The Oscars and other venues in Hollywood right now do not. I know Nikki and crew don’t like this fact, but no one cares who advertises during the Oscars. A one minute spot on the Super Bowl impacts a film’s world box office performance much more than an Oscar nomination ever could.

  Comment by Please.... — Monday February 6, 2012 @ 10:02am EST  Reply to this post

  • Hi. The Eagle, Take Me Home Tonight, The Last Airbender, Land of the Lost, Year One, Duplicity, Leatherheads, Jumper, and Drillbit Taylor all called and are looking for that so-called world box office performance you promised them.

    Also, King’s Speech is laughing.

    Comment by Really? — Monday February 6, 2012 @ 10:20am EST  Reply to this post

  • @please

    You do realize that very few people watch American football outside of the US, right?

    And that, even in countries where the Super Bowl is actually broadcasted, American ads are not shown, but are instead replaced by local ones?

    Comment by Nick — Monday February 6, 2012 @ 10:34am EST  Reply to this post

  • Overseas broadcasters do not air the advertisements. They either have regional promos or commentary

    Comment by Nikki — Monday February 6, 2012 @ 1:16pm EST  Reply to this post

• I just want to add the Sketchers (?) ad promoting Greyhound racing at the Tucson track was tasteless, arogant and insensitive. This is not a sport it is animal abuse. Oh yes, thanks Mark Cuban for your cheerful appearance.

  Comment by Hollyvet — Monday February 6, 2012 @ 10:35am EST  Reply to this post

• At 4.5 million Per ad airing, I think most in Hollywood decided to g
  Use the money elsewhere

  Comment by Name — Monday February 6, 2012 @ 10:52am EST  Reply to this post

• It feels like Act of Valor is going to be big. Seems to have all of the ingredients of a buzzed-about movie.

  Comment by Valor? — Monday February 6, 2012 @ 12:26pm EST  Reply to this post

• Maybe if any of these movies looked watchable people would’ve been more interested in the trailers…

  More garbage from Hollywood, more whining when their audience runs from the stench.

  Comment by CC — Monday February 6, 2012 @ 12:44pm EST  Reply to this post

• Just sorry my favorite didn’t make the list. Audi commercial with the vampires. Most likely was too esoteric for Americans to “get”.

  Comment by Tavie — Monday February 6, 2012 @ 2:33pm EST  Reply to this post

• The super bowl is NOT a worldiwde event it is barely seen outside the US and mainly by canadians or americans living abroad. Most foreigners cannot even understand american football nor do they want to that is an american myth in the same vein of people supposedly worldwide waiting for the ball to drop in times square they don’t, America is not the world.

  Comment by Myth — Monday February 6, 2012 @ 3:39pm EST  Reply to this post

• The 2012 Super Bowl ads were largely uninspired. The Seinfeld Acura NSX spot was good, but since it is advertising a car that is out-of-reach for all but the 1% (and isn’t even for sale yet), makes one wonder “why all the fuss”?

  All of NBC’s own ads got annoying awfully fast, although every station does the same thing when hosting the Super Bowl. And the fact that Cee Lo Green managed to make it into the half-time show and SMASH features a Christina Aquillera song didn’t do much to make me want to watch THE VOICE.

  THE DICTATOR spot seemed typical Sacha Baron Cohen, maybe a little too Borat-y. And given the state of affairs in Syria these days, it was also in extremely poor taste (not that Cohen has ever been accused of good taste).

  VW’s commercial was a bit of a let-down, especially after their teaser campaign (hard to top last year’s ad). And the FERRIS BUELLER/Honda CR-V was too short – the online version lasts almost 2 minutes and was more enjoyable than the edited version that aired. Hyundai seemed to have the most commercials, although they all seemed non-descript and generic.

  As a group, I’d give this year’s crop of Super Bowl ads a “C”. And I’m still trying to figure out Clint’s connection with Detroit and Chrysler Group – after all, wasn’t the movie GRAN TORINO, not Grand Cherokee?

  Comment by carthy — Monday February 6, 2012 @ 4:57pm EST  Reply to this post