Super Bowl Digital Advertising

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Recommended: The two major thrusts of sports marketing

Topic: What type of research do marketers use for the NFL super bowl digital advertisements?
Annotated Bibliography
Alessandri, Sue Westcott. "Promoting the Network Brand: An Exploration of Network and Local Affiliate On-Air Promotion during the Super Bowl, 2001-2006." Journal of Promotion Management, vol. 15, no. 1/2, Jan. 2009, pp. 150-164.
In this article, the author talks about how the super bowl uses advertisement to promote brands on television. The audience for the Super Bowl is a very big one, both in terms of psychographics and demographics. Such a multiple captive audience presents an opportunity for the networks to show the best programming they have to present. They do this by airing promotions during a television broadcast. The …show more content…

"Super Bowl: A Case Study of Buzz Marketing." International Journal of Sports Marketing & Sponsorship, vol. 9, no. 1, Oct. 2007, pp. 33-39.
In the US, the Super Bowl is the nation's highest-rated TV program and the most watched single-day sporting event that occurs annually. This article argues that regardless of the increasing differences of audiences who watch the Super Bowl, the event can be in itself. The article describes the marketing and social setting surrounding the Super Bowl, and informs about the transformation that has helped it maintain its competitive side. The study concludes with a discussion of buzz marketing as a complete solution for maintaining competitiveness in today's sporting environment.
Dotterweich, Douglas P. and Kimberly S. Collins. "The Practicality of Super Bowl Advertising for New Products and Companies." Journal of Promotion Management, vol. 11, no. 4, July 2005, pp. …show more content…

A former journalist from the New York magazine, Kanner, gives information about the commercials, the products and the executives responsible for choosing the ads. Today, with more than 750 million viewers around the world, advertisers pay more than $2 million for a 30 second spot on the super bowl commercials. Kanner takes readers through time as she talks about classic lines as "Schaefer is the one beer to have when you're having more than one" and "take it all off" in reference to Noxzema shaving cream. One of the pieces, "Fossil Fuel," Kanner talks about a popular animated commercial that occurs inside a museum at night: "The bones of a giant t-rex who is awakened by the smell of McDonald's fries. The t-rex starts to find them. When a dozing guard realizes that Dino wants his dinner, he playfully makes it do tricks, giving out fries as training bait." Several Internet companies spent millions of their IPO money on their ads, resulting in many companies to become bankrupt by the end of the

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