As mid-December rolls around, it’s time once again to turn our thoughts to that most notable of marketing events: the Super Bowl. The marketing world’s biggest event falls on February 1, 2009, which is, remarkably, less than two months from now.
Once again this year, the Kellogg School of Management will evaluate the lineup of Super Bowl commercials to identify those advertisers who excel and the ones who fall short.
This is the fifth year of the Kellogg Super Bowl Advertising Review. When the event first occurred back in 2004, the Review was primarily created to be a learning tool for Kellogg students. Experiential learning is exceptionally important at Kellogg, and the Super Bowl Advertising Review gives Kellogg students an opportunity to evaluate advertising in real time.
Over the past five years, the Kellogg Super Bowl Advertising Review has evolved into one of the most credible and eagerly anticipated Super Bowl advertising polls. In 2008, for example, dozens of top media outlets covered the outcome of the Review based on Kellogg’s rankings and marketing insights.
The Kellogg Super Bowl Advertising Review is unique because the focus is on evaluating effectiveness, not just humor or likeability. Sure, there are many Super Bowl advertising panels out there. Most of them, however, simply look at which spots are most entertaining. At Kellogg, the focus is different: which spots are most likely to build the business and build the brand?
This year, for the first time, Kellogg marketing professor Derek Rucker and I will be blogging in the weeks leading up the game and immediately after. We will highlight news about the advertisers and provide our perspectives on how the event is taking shape. We will also provide more insight into the methodology of the Kellogg Super Bowl Advertising Review, and look back at some of the highs and lows of previous games.
Don’t just sit on the sidelines – we welcome your questions and comments! You can reach me at firstname.lastname@example.org, and you can reach Professor Rucker at email@example.com.
More to come!
– Tim Calkins