Kantar Video, a division of WPP’s insight, information, and consultancy network, Kantar, has released the results of a comprehensive study of online video viewership and social activity from Super Bowl XLVI advertisements. The study finds that within the first 3 days, the top 10 ads created $862,000 on average in earned video impressions, a 12.7% return on the cost of a Super Bowl ad spot.

Overall, this year’s ads have created over $11 million in earned media and saw a 267% increase in viewership over last year’s Super Bowl. This increase in online video viewership underlines the increasing trend for advertisers to use the Super Bowl as a launch-pad for multi-platform commercial campaigns.

Key takeaways include:

• Return on Format: Longer ads create more value
  Longer ads posted online offered much higher value to advertisers, as it extends the amount of time a consumer is exposed to their brand from a :30-:60 second commercial to upwards of two minutes or more, lowering estimated effective CPM. These ads also generated more viewership and discussion on average.
• Return on Strategy: Pre-game strategies help, but the Super Bowl “Bounce” rewards creative
  Over $2 million worth of earned viewership was created before the game even began, spurred by early releasing strategies and bolstered by media outreach, seeding and paid advertising. However, the Super Bowl “bounce” truly benefited the ads with the most popular creative executions. Over four times as much earned media value was created after the game with the most buzzed about ads topping the list.
• Return on Creative: Generic themes offered stronger brand association than celebrities
  Looking specifically at the automotive category, which commanded the most pre- and post- game viewership, thematic use of  vampires and dogs with Volkswagen and Audi generated more recall in discussion versus ads featuring celebrities. While celebrities help create buzz, a strong execution around an idea that is central to a brand drives engagement and may serve as a more sustainable concept as campaigns continue throughout the year.

“The incredible power of online video is on display this year offering an even greater return on investment for Super Bowl advertisers,” said Bill Lederer, CEO of Kantar Video. “This evolution to multi-platform campaigns is creating a whole new layer of value to brands and audiences making the advertisements an even bigger part of this annual event.”

The study, which leverages the Videolytics platform tracked viewership and social metrics (comments, favorites, ratings) generated on leading video distribution sites online through proprietary media identification technology. It also included engagement and recall analysis from the Videolytics Social platform.

The study, which began the week before the Super Bowl, seeks out patterns and trends that have impact on advertisers’ campaigns. These results are based on data through Thursday, February 9, 2012.

Image Courtesy of   https://www.facebook.com/newyorkgiants

The article Top 10 Super Bowl Ads Return 113% of Media Investment appeared first on The Toonari Post - News, Powered by the People!.

As Crain’s Detroit Business’ Newsmakers of the Year, Saad Chehab and Sue Mosey are bringing new life to the city, their industries, and the people of Detroit.

Saad Chehab, CEO of Chrysler Group LLC’s Chrysler Brand, has driven Chrysler’s new tagline: ‘Imported from Detroit’ straight into the heart of Detroiters and car- lovers, alike.  As the brains behind Chrysler’s SuperBowl XLV commercial featuring rapper, and Detroit-native, Eminem, Chehab casted the city in an ‘us against the world’ role.  The commercial showcased popular Detroit venues and highlighted the city’s best features.

That has certainly proven to be accurate, especially for Chrysler who saw significant improvement in sales after the commercial aired.  In December of 2011, Chrysler sold 138,019 new vehicles, up 37% from the 100,702 sold in December of 2010.

“Those results, that campaign, that marketing, that product, that effort and hard work are speaking for themselves and their sales. I couldn’t be happier,” said the newly named CEO for the Chrysler Brand.

Sue Mosey, president of Midtown Detroit Inc., is being recognized for her significant accomplishments in resurrecting the Midtown area.  Mosey has been working with local investors to populate formerly empty buildings with a variety of businesses including wine bars, yoga studios, and even a Whole Foods Market, the first in the city of Detroit.

These efforts have invigorated the real estate market in Midtown Detroit in an attempt to bring new residents to the area. In addition, some Detroit companies have even begun to provide incentives for their employees to live in Midtown as a result of Mosey’s efforts.

“When you drive the neighborhood, you see new businesses, construction, things happening here,” says Mosey. “That’s probably the most important thing for anyone looking at investment opportunities.”

Chehab and Mosey’s accomplishments will be celebrated at Crain’s Detroit Business’ Newsmaker of the Year Luncheon on Thursday, February 23, 2012 at the Westin Book Cadillac in Detroit. The luncheon begins at noon and will feature addresses from Chehab and Mosey, as well as a question and answer session, with both Newsmakers.

The article Detroit Newsmakers Give Hope to Struggling Industries appeared first on The Toonari Post - News, Powered by the People!.

Victor Cruz, of the Super Bowl champion New York Giants, cut the ribbon to officially open Mercedes-Benz Fashion Week at Lincoln Center on February 8.  Cruz was joined by Stephanie Winston-Wolkoff, Director of Fashion at Lincoln Center, Peter Levy, SVP and Managing Director at IMG Fashion, Sports Illustrated model Kate Upton, Naeem Khan, this season’s Mercedes-Benz Presents Designer, and Lisa Holladay, Manager of Brand Experience Marketing, Mercedes-Benz USA.   Mercedes-Benz Fashion Week is owned and operated by IMG Worldwide.

“It’s an honor to be here to help kick off Mercedes-Benz Fashion Week in New York,” said Cruz.  “It’s been quite an incredible week for the City—our Super Bowl win, the great homecoming parade yesterday, and now the beginning of Mercedes-Benz Fashion Week.  I’m very grateful to my fans that came out to support us yesterday and today and looking forward to checking out some shows this week.”

“Mercedes-Benz Fashion Week at Lincoln Center is internationally recognized as the premier industry event to showcase cutting-edge fashion,” said Stephanie Winston Wolkoff, Director, Fashion at Lincoln Center. “We’re excited to open our doors and show the world all the innovative new designs that will hit the runways this season.”

“IMG and Mercedes-Benz Fashion Week continue to put the world’s leading fashion designers and brands center stage in New York City the fashion capital of the world,” said Peter Levy, SVP and Managing Director, IMG Fashion Worldwide. “It’s great to have a huge star like Victor Cruz join us to launch the week and help us in welcoming all our guests.  As New Yorkers we’re tremendously proud of the Giants’ Super Bowl victory and can’t wait to see Victor sitting front row at some shows this week.”

“I was incredibly honored to help Victor kick off Mercedes-Benz Fashion Week today and celebrate his and his team’s incredible success on Sunday,” said Naeem Khan, this season’s Mercedes-Benz Presents designer.  “I’m very excited to present my collection this season and this is a great way to get it all underway.”

“It’s such an honor to be here at the opening of Mercedes-Benz Fashion Week,” said Kate Upton. “Fashion Week in New York is such an iconic event; it’s great to be a part of it.”

“Mercedes-Benz Fashion Week is always exciting and having Victor here along with our Presents Designer Naeem Khan to get things underway is a special moment,” said Lisa Holladay, Manager of Brand Experience Marketing at Mercedes-Benz USA.   “The month of February is a ball of energy for the Big Apple and that continues as we kick off the fashion festivities at Lincoln Center and the start of Mercedes-Benz Fashion Week.”

Mercedes-Benz Fashion Week is New York’s largest media event, welcoming designers, celebrities, industry experts, models and the world’s fashion elite to Lincoln Center each September and February to see what’s in store for the next fashion season.

Designers featured this season include Nicholas K, BCBG MAX AZRIA, Kaelen, Richard Chai, Honor, Tadashi Shoji, Candela, Chadwick Bell, Joseph Abboud, PARKCHOONMOO, The Greenshows – Collection Previews, Concept Korea, General Idea, Rebecca Taylor, Brandon Sun, Rebecca Minkoff, Tommy Hilfiger Men’s, Nicole Miller, Katya Leonovich, Charlotte Ronson, Academy of Art University, Popluxe, Ruffian, Lacoste, Porter Grey, Jill Stuart, Son Jung Wan,Mara Hoffman, Rafael Cennamo, Herve Leger by Max Azria, Vantan Tokyo, Tibi, Monique Lhuillier, L.A.M.B.,

Venexiana, Lorena Sarbu, Lela Rose, Derek Lam, DKNY, Tracy Reese, Joy Cioci, Custo Barcelona, Diane von Furstenberg, Falguni & Shane Peacock, Y-3, Carmen Marc Valvo, Mathieu Mirano,Timo Weiland, Jenny Packham, Negarin, Carolina Herrera, Carlos Miele, Zang Toi, Emilio Cavallini, Donna Karan New York, Reem Acra, Yeohlee, Bibhu Mohapatra, Betsey Johnson, Leather Japan 2012, Prete & Bruno, Norisol Ferrari, Tory Burch,

J.Crew, Badgley Mischka, Vera Wang, Diesel Black Gold, Fotini,Naeem Khan, Dennis Basso, Pamella Roland, Haus Alkire, Narciso Rodriguez, EMERSON, Whitney Eve, Michael Kors, Rochambeau, Nanette Lepore, Ports 1961, Joanna Mastroianni, J. Mendel, Levi’s, Suzanne Rae, Milly by Michelle Smith, Farah Angsana, Anna Sui, Nomia, Vivienne Tam, b michael America, Ralph Lauren and Calvin Klein Collection.

Image Courtesy of   https://www.facebook.com/newyorkgiants

The article Super Bowl Champion Victor Cruz to Open Mercedez-Benz Fashion Week appeared first on The Toonari Post - News, Powered by the People!.

British rapper M.I.A. has been criticised by a parental advocacy group after she made a gesture with her middle finger during a live broadcast of the Superbowl last Sunday.

M.I.A., the stage name of Mathangi “Maya” Arulpragasam, was in the middle of performing alongside Nicki Minaj and Madonna during the globally-televised sports event’s half-time show when the incident occurred. During the track ‘Give Me All Your Luvin”, M.I.A. raised her middle finger, however, her finger was not blurred out by broadcaster NBC due to the fact that it “occurred too quickly for its technical system to catch“.

Still, the Parents Television Council (PTC) has publicly criticised both NBC and M.I.A. for this event taking place in the first place. The organisation’s President, Tim Winter, had the following to say:

NBC fumbled and the NFL lied because a performer known as M.I.A. felt it necessary to flip off millions of families. It is unfortunate that a spectacular sporting event was overshadowed once again by broadcasting the selfish acts of a desperate performer … They chose a lineup full of performers who have based their careers on shock, profanity and titillation. Instead of preventing indecent material, they enabled it. M.I.A. used a middle finger shamelessly to bring controversial attention to herself, while effectively telling an audience filled with children, ‘F– you.’”

The PTC made further accusations toward the organisers’ culpability in this event, noting that as recently as last week the PTC had been informed that making the Super Bowl’s half-time show ‘appropriate’ would be a priority. The PTC concluded their statement on the matter by insisting:

The mechanism NBC had in place to catch this type of material completely failed, and the network cannot say it was caught off guard…

Their closing comment alludes to a well-publicised incident at the 2004 Super Bowl half-time show in which singer Janet Jackson’s breast was briefly exposed during an onstage performance with Justin Timberlake. CBS, the broadcaster of the Super Bowl that year, received a $550,000 fine from the Federal Communications Commission (FCC) and resulted in a significant increase in the number of complaints and fines received and issued, respectively, by the FCC.

The 2004 Super Bowl had an estimated 87.79 million viewers in the United States alone, while this year’s event was broadcast is said to have garnered 111.3 million viewers – making it the most-watched television show in U.S. history. As a result, M.I.A.’s gesture has the potential to incite an even greater public outcry, especially in light of the revelation that during the Super Bowl, a record-breaking 12,333 tweets per second were sent out about the event.

The article M.I.A.’s Middle Finger Sparks PTC Super Bowl Furore appeared first on The Toonari Post - News, Powered by the People!.

With Super Bowl XLVI right around the corner, most fans are getting geared up for the game that will pit the New England Patriots against the New York Giants. However, a particularly large number of watchers are more excited for the Super Bowl commercials than the football game. This year’s line-up of commercials hosts a plethora of funny advertisements, not to mention several hard-hitting trailers for spring and summer blockbusters.

Joss Whedon’s ‘The Avengers’ is first on the list as it is quite possibly the most highly anticipated superhero movie of the year, next to Christopher Nolan’s ‘The Dark Knight Rises’. ‘The Avengers’ combines nearly all of Marvel studios’ superheroes—Captain America, Thor, Iron Man, The Incredible Hulk, Hawkeye, and Black Widow—into one film to face a dire threat by the likes of Loki and other villains that have yet to be revealed. Marvel released a 17-second peek of the Super Bowl TV spot on Youtube on January 31, and it has already accumulated more than one million views. ‘The Avengers’ is soaring into theaters May 4, 2012.

Not far behind ‘The Avengers’ is Jon M. Chu’s ‘G.I. Joe: Retaliation’, thanks to a successful Twitter campaign from its new star Dwayne ‘The Rock’ Johnson. The sequel features vast improvements from its lukewarm, semi-faithful predecessor, including Bruce Willis as the titular Joe and a darker tone overall. ‘G.I. Joe: Retaliation’ explodes into theaters June 29, 2012.

Disney throws its magical hat in the ring with ‘John Carter’, an adaptation of Edgar Rice Burroughs’ ‘Barsoom’ series about a former Confederate captain transported to Mars right in the middle of an alien conflict. Disney hopes to generate public interest in the film as it approaches its March 9, 2012 release date.

Alongside ‘John Carter’ in the adaptation department is ‘The Hunger Games’, based on the novels by Suzanne Collins. The wildly successful series about a teenage girl and boy in a post-apocalyptic world forced into a televised battle by their oppressive government will be in theaters March 23, 2012.

Sasha Baron Cohen’s next comedy, ‘The Dictator’, a “mockumentary” and parody of Iraqi dictator Saddam Hussein, also heads for a Super Bowl spot, hoping to tickle the funny bones of his fans. Like ‘Borat’ (2006) and ‘Bruno’ (2009), the film promises outrageous interviews, offensive humor, and plenty of jokes to keep its audience happy. ‘The Dictator’ is slated for release May 11, 2012.

Surprisingly, two other superhero titans, ‘The Dark Knight Rises’ and Sony’s ‘The Amazing Spider-Man,’ are staying out of the Super Bowl trailer game. However, there is a large difference between the two films as ‘The Dark Knight Rises’ made a huge splash in 2011 as a trailer in front of Brad Bird’s ‘Mission Impossible: Ghost Protocol’, while ‘The Amazing Spider-Man’ has not been seen since San Diego Comic Con 2011 this past July. If Sony wants the public to embrace the Spider-Man reboot by its release date, July 3, 2012, it had better have a stellar marketing plan to compensate for missing one of the most-watched television events of the year.

As the final days count down, fans can eagerly speculate about which trailer will win the coveted title of Most Talked About Trailer once the game is over. Like Super Bowl XLVI itself, the competition will be brutal, merciless, and winner-take-all.

The article Must-See Super Bowl XLVI Movie Trailers appeared first on The Toonari Post - News, Powered by the People!.

Audi’s :60 TV spot set to air in the first break after kick-off of Super Bowl XLVI is now live on the brand’s YouTube channel. The cinematic spot – which features a vampire theme and the new 2013 Audi S7 with the brand’s signature LED headlight technology – has been pieced together by Facebook users who cracked the commercial with Audi’s social media contest called ‘Race the Light.’

Through ‘Race the Light,” Audi released its upcoming ad as a 60-piece puzzle for fans to solve and share. Audi’s signature LED headlights take center stage in the spot.  The all new 2013 Audi S7 arrives at a vampire party in the woods and brings with it an unexpected surprise.

“In the spot, Audi LEDs – which at 5,500 Kelvin produce the closest recreation of daylight available – put an end to the vampire party, and perhaps, to the greater vampire trend in pop culture,” said Scott Keogh, Chief Marketing Officer, Audi of America.

The vampire trend exploded onto the pop culture scene over a decade ago, with over a dozen television shows and over 24 movies launched in recent years, as well as countless books, video games and even vampire-themed cruises.

“Given the power of the Super Bowl platform, we wanted to create an entertaining spot that clearly focused on our LED headlights — one of our key product attributes – while also sparking conversation about whether or not it’s time for us to move on from the omnipresent vampire trend into something new and even more exciting,” Keogh added.

The advertisement features the song “The Killing Moon” by Echo & The Bunnymen and was created bySan Francisco-based Venables Bell & Partners. Audi also released a cinematic trailer on YouTube that looks back at Audi’s Super Bowl spots from the past four years and features footage from this year’s commercial.

Last year, Audi’s adventurous “Release the Hounds” spot featured the new Audi A8 flagship sedan, a cameo by legendary musician Kenny G, and was a parody of individuals attempting to escape from the confines of old luxury as portrayed in a luxury prison. In 2010, Audi’s Super Bowl ad showcased a soundtrack created by rock legends Cheap Trick and featured the A3 TDI “Green Car of the Year” clean diesel vehicle, showing how easy being green can be.

The brand’s 2009 spot featured actor Jason Statham in a series of high-speed chase scenes involving luxury competitors, sending the message that luxury is evolving. In 2008, the brand’s first Super Bowl spot delivered a parody of the movie “The Godfather,” signaling that Audi was ready to take on the perceived luxury leaders.

Image Courtesy of   https://www.facebook.com/newenglandpatriots

The article Audi Releases Super Bowl XLVI Ad on YouTube appeared first on The Toonari Post - News, Powered by the People!.

Madonna, a multi Grammy Award-winning Universal Records recording artist, will perform in the Bridgestone Super Bowl XLVI Halftime Show on NBC at Lucas Oil Stadium in Indianapolis on Sunday, February 5, the NFL and NBC announced during Sunday Night Football game between the New Orleans Saints and Detroit Lions. Madonna’s performance will be imagined by Cirque du Soleil and Jamie King.

The Bridgestone Super Bowl halftime show is the most-watched musical event of the year. More than 162 million viewers in the U.S. watched last year’s show. The Super Bowl and halftime show will be broadcast worldwide. Madonna joins an esteemed list of recent halftime acts that includes The Black Eyed Peas, The Who, Bruce Springsteen & The E Street Band, Tom Petty and the Heartbreakers, Prince, the Rolling Stones, Paul McCartney and U2.

A world class entertainer, singer, songwriter, producer, director and video visionary, Madonna has sold more than 300 million records in the course of her three decade career as The Material Girl. She is a Rock & Roll Hall of Fame inductee. Her last tour was the most successful tour by a solo artist in history.

Madonna is currently in the recording studio working on a new album scheduled to be released next year. Her new film W.E. which she directed, wrote and produced is opening in a limited one week release December 9 in Los Angeles and will open nationally on February 3, two days prior to Super Bowl XLVI.

Madonna has partnered with a creative team from Cirque du Soleil, Jamie King, and multimedia artists from Moment Factory, to create a signature performance for the Bridgestone Super Bowl XLVI Halftime Show. This year marks the fifth time Bridgestone Americas has sponsored the Super Bowl halftime show. The tire company’s new brand campaign, fittingly titled “Time to Perform,” will debut during the game.

The Bridgestone Super Bowl XLVI Halftime Show is an NFL Network production and will be executive produced by Ricky Kirshner and directed by Hamish Hamilton.

photoproject.eu / Shutterstock.com

The article Madonna Lands Gig at Super Bowl Halftime Show appeared first on The Toonari Post - News, Powered by the People!.