Greetings! With Super Bowl XLV just a few months away, we are reactivating our blog. Unlike many of you sports enthusiasts, we will be focusing our attention strictly on the advertising. The Kellogg Super Bowl Advertising Review will be back again in 2011; once again a panel of Kellogg students will evaluate all the advertisers with a a strategic assessment. During the run up to the game, we will be blogging here about many aspects, such as who is advertising this year and who isn’t, pre-game buzz, and other advertising-related issues.
There are already some very interesting developments to discuss. For example, both GM and Pepsi plan to return to the Super Bowl after a noticed absence last year. Furthermore, after a reported dip in Super Bowl pricing, something that has happened only once before in Super Bowl advertising history, pricing appears to be heading back up. A network spokesperson indicated that over 90 percent of the spots are sold out, with 30-second ads coming with a price tag of up to $3 million, compared to last year’s reported $2.5-2.8 million dollar range. There will undoubtedly be additional developments that we will blog about in detail moving forward.
For now, we welcome back those who followed us last year and greet first-timers. We will focus on a variety of topics in the upcoming week. Feel free to send us your ideas to consider as well!
– Tim Calkins and Derek Rucker