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.

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Recently Mars Chocolate North America introduced the world to the sixth M&M’S Brand character, Ms. Brown, during the first quarter of Super Bowl XLVI. The M&M’S Brand also revealed the sweet voice behind Ms. Brown — television, film, Broadway and music superstar, Vanessa Williams.

The ad, created by BBDO New York, thrust Ms. Brown into the spotlight after working behind-the-scenes for the past seventy years as Chief Chocolate Officer (CCO). In her role as CCO, Ms. Brown helped launch several new products and innovations in an effort to ensure M&M’S remain one of the best-selling milk chocolate candies in the world.

She recently decided she could do even more good for the brand by stepping outside the executive office and serving as a public spokescandy, and chose the Super Bowl as the best place to make her presence known.

Ms. Brown’s dry humor and sharp tongue requires the voice of not just a superstar – but also that of a perfectionist, like herself, with perfect timing and perfect delivery. Possessing this winning combination was Williams, a multi-talented veteran of the stage, screen and television. Williams has played many characters that exude the personality traits of Ms. Brown, giving her plenty of experience and distinction to serve as the voice of the milk chocolate character.

“We’re very excited to welcome Vanessa to the M&M’S family,” said Debra A. Sandler, Chief Consumer Officer, Mars Chocolate North America. “We’re confident Vanessa’s personality, and unforgettable voice make her the perfect person to showcase Ms. Brown’s personality.”

Ms. Brown will occupy the national spotlight throughout 2012 to showcase that M&M’S are not your average milk chocolate. She’ll be featured in a series of television, print and digital ads, in-store displays, promotions, as well as on Facebook and Twitter.

M&M’S Brand is also coordinating a series of activities to ensure fans can learn more about Ms. Brown’s life in milk chocolate, including:

• A live chat with Ms. Brown on Tuesday, February 7, 2012, starting at 11:00 a.m. ET at www.facebook.com/mms.
• M&M’S will open the Museum of Chocolate Art in New York City on Wednesday, February 8, 2012. The museum, which is located at 468 Broadway, will be free and open to the general public daily from 11:00 a.m. – 8:00 p.m. through Sunday, February 12, 2012. The museum features nearly 20 commissioned art pieces created with real milk chocolate that tell Ms. Brown’s life story. Fans unable to make it to New York City can see a virtual tour of the Museum of Chocolate Art atwww.facebook.com/mms.
• Ms. Brown will make several cameo appearances during NBC’s Celebrity Apprentice beginning Sunday, February 19.
• Fans can interact with Ms. Brown on Facebook at www.facebook.com/mms, as well as Twitter at www.twitter.com/mmsbrown.

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After his epic play in Super Bowl XLVI leading his team to a come-from-behind 21-17 victory over the New England Patriots, what is New York Giants quarterback Eli Manning going to do next? In the celebratory moments after his team captured the National Football League championship Sunday night in Indianapolis, Manning stood in front of a TV camera and shouted five words that have become ingrained in Super Bowl victory celebrations:

“I’m going to Disney World!”

Manning’s pronouncement, part of the production for one of TV’s most enduring and iconic Super Bowl commercials, was captured seconds after the final whistle. Manning – named the game’s MVP — completed 30 of 40 passes and amassed 296 yards, including his trademark fourth-quarter heroics, leading the Giants to the winning score.

Manning’s stellar performance was crucial in Sunday’s game and earned him a second “I’m going to Disney World!” accolade. In 2008, Manning was treated to a hero’s welcome at Disney after leading the Giants to an upset win over the Patriots, 17-14, in Super Bowl XLII. He becomes the first Giants quarterback to win two Super Bowls.

On Monday (Feb. 6), Manning is scheduled to go to the place where millions of vacationers make memories celebrating their own personal milestone moments – Walt Disney World Resort near Orlando, Fla. Manning will be joined in the Magic Kingdom by NFL Youth football players, who will participate with the Giants star in the Super Bowl celebration near Main Street, U.S.A.

This latest commercial is the 45th in a series that began in 1987 following Super Bowl XXI. The first “I’m going to Disney World” commercial, featuring Giants quarterback Phil Simms, was regarded as a groundbreaking concept – a produced national commercial involving a current event, airing on major networks within hours of its conclusion.

Manning again joins a lineup of people from sports and beyond who have celebrated milestone accomplishments in “I’m Going to Disney World” commercials.

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Dial Global has announced that 23.1 million people tuned in to hear the radio broadcast of Super Bowl XLVI on Sunday, February 5, 2012 featuring the New York Giants and the New England Patriots. Dial Global commissioned the study from  Edison Research, designed to accurately measure the number of people that tuned in to hear Super Bowl XLVI broadcasts and make this information available within two days of the event’s conclusion.

The survey found that listeners accessed the live broadcast in multiple listening environments, including the home, while driving, at work and other locations, on over 680 stations nationwide.

The national survey was conducted via live telephone interviews on February 6, 2012, following the Giants 21-17 victory over the Patriots. The game, which wasn’t decided until the final play, marked the second time in four years that the Giants topped the Patriots in the Super Bowl.

“We are again excited, but not surprised, to see that our research findings highlight the strength of the Dial Global brand and the ongoing demand for radio broadcast coverage of live sporting events,” said David Landau, Co-President CEO of Dial Global. “Dial Global is committed to showcasing the value of our content and exemplifying our commitment to being the most innovative, service focused company in the industry while supporting our affiliates and advertisers.”

Broadcasting nearly 100 NFL games, exclusive NFL primetime games, the Playoffs and the Super Bowl, Dial Global commissioned the Super Bowl study following the results of their initial research during the Baltimore Ravens vs. New England Patriots (AFC Championship) and New York Giants vs. San FranciscoForty-Niners (NFC Championship) games on Sunday, January 22, 2012, which found that 22.9 million Americans listened to radio broadcast coverage of these two live NFL events.

“Given the popularity of The Super Bowl as ‘television’s ultimate event’ where people actually look forward to the commercials and the halftime show, the number of radio listeners may come as a surprise to those who are not familiar with the significant reach of broadcast radio. We are excited that our ongoing research continues to highlight the power of radio,” said Larry Rosin, Edison President.

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The Super Bowl is no ordinary game: it’s an American holiday.  Verizon, the official wireless service provider of the NFL, is making sure Verizon Wireless customers are part of the excitement during Super Bowl XLVI with NFL Mobile. This year marks the first time the Super Bowl will be streamed live to select mobile devices, providing fans with an unprecedented viewing experience.

With NFL Mobile’s game day coverage, fans can catch all the action on their smartphones. Prior to the game, customers can use NFL Mobile to keep up-to-date with breaking news, highlights, video on demand and live NFL Network coverage.

Verizon at The Big Game
With the New York Giants and the New England Patriots ready to square off on Feb. 5, the company has enhanced its network at more than 30 venues in Indianapolis, including major hotels and all of the facilities where the game and related events will take place.

The NFL Experience, which features Verizon’s Training Ground Experience on game day, and the Super Bowl XLVI Village give visitors a chance to test their athletic skills, both mentally and physically. Fans will also get the opportunity to meet, take photos with and get autographs from professional football legends. The NFL Experience is the ultimate experience for football fans in Indianapolis.

To kick off Super Bowl XLVI weekend, Verizon will participate in the 13th annual Super Bowl Gospel Celebration (SBGC) on Friday, Feb. 3, an NFL sanctioned event, where legendary NFL Pro Bowl players, Super Bowl Champions and MVPs come together on one stage with Grammy Award-winning artists, A-list entertainers and special guests.

Salvation and Deliverance Church Choir, the winner of Verizon’s 2011 “How Sweet the Sound” national choir competition, will perform during the 2012 SBGC taking place at Butler University in Indianapolis. HopeLine from Verizon will also make a donation to a local domestic violence agency to help the organization increase awareness of domestic violence and further prevention efforts.

For more information about NFL Mobile, including how to purchase the application and a list of compatible devices, visit www.verizonwireless.com/nfl. Data charges may apply for download and use of the app. For more information on Verizon Wireless products and services, visit a Verizon Wireless Communications Store, call 1-800-2 JOIN IN or go to www.verizonwireless.com.

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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.

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Someday, Tom Brady will hang up the cleats and be remembered for being one of the greatest quarterbacks we ever have and ever will see, despite being selected with the 199^th overall pick in the sixth round of the 2000 NFL Draft.

But when that day does come, the final score of Super Bowl XLVI may ultimately be the deciding factor in how he is remembered – win or lose.

Yes, the two time league and Super Bowl MVP has already been the man under center to lead New England to three world championships in his first four years as the starter. There’s no doubt that this is leaps and bounds above what the majority of quarterbacks in this league would ever dream of accomplishing.

However, after losing to them in Super Bowl XLII, another loss to Eli Manning and the New York Giants may eventually make a remembrance of Brady’s days in the NFL look like a tale of two careers – only if he fails to win another ring over the final years of his career, of course. Fans and analysts of the game would certainly still agree that he had an outstanding career once it’s over, but would immediately question his inability to make it back to the top after such remarkable success from the get-go.

The notion of ‘What if?’ is something to be considered with a loss in Indianapolis, as well. In the scenario that Brady once again falls short to Eli and never leads his team back to the top of the mountain, one of the first things that people will bring up during his induction into Canton is chatter about what he could have potentially accomplished. They’ll bring up points like, ‘What if he had won those two Super Bowls against Eli and won five? Would he be undoubtedly be the greatest ever?’

On the other hand, a victory in this game would at least open the door that begins comparisons to former 49ers Hall of Fame quarterback Joe Montana no matter what happens during the rest of Brady’s time in the league. Montana and former Steeler Terry Bradshaw are the only quarterbacks to have ever won four Super Bowls during their illustrious careers, but of the two, Montana has historically received more recognition for being a winner than Bradshaw. Brady wants nothing more than to join an exclusive class that includes the man he idolized growing up in California – Montana.

Brady is well aware of what this one game could potentially mean for him on an individual standpoint, and it will be very interesting to see how that affects his performance on Sunday.

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The Super Bowl XLVI  is coming up and getting together with friends and family to watch our favourite sporting events is a great way to spend a day, but success is more than just a working TV and people actually showing up.

Good food and enough to drink are important parts of creating a celebratory and supportive atmosphere depending on the outcome of the game.

My intensive research of daytime food TV has informed me that the Superbowl party can be one of the most important of the year to cement one’s status as host or hostess extraordinaire. Game-day essentials include buffalo wings, blue cheese dip, nachos and sliders (tiny burgers).

New Zealanders love to have a party but a quick Facebook survey of my sport-watching friends established that Kiwis do not put as much effort into their game-day food, with favourites including chips and dip, pizza, savouries and sausages cooked on the BBQ with bread and sauce.

So to all those who want to celebrate the Superbowl without hours in the kitchen, I offer some classic Kiwi game day recipes (most are good for those with no time and/or kitchen skill!)

Onion Dip:

• 1 tin reduced cream
• 1 packet onion soup mix

Directions:

Combine in a bowl. Leave in refrigerator for ideally 2+ hours but 30mins will do if you have lost track of time.

Goes well with potato chips, carrot or celery sticks, and crackers.

If you are feeling really fancy onion soup mix can be replaced with another flavour for example roasted pumpkin and garlic, French onion, or mushroom.

Savouries (tiny mince pies):

If possible buy pre-made, frozen savouries from a grocery store or bakery and bake according to package instructions.

Or:

• 1 package pre-rolled puff pastry
• Minced beef
• 1 onion, chopped
• 1 cup frozen mixed vegetables
• 1 packet instant gravy
• 1 beaten egg

Directions:

• Cut pastry into circles using a cookie cutter and push into a small muffin pan, leaving some circles to use as lids. Make instant gravy according to package directions. Brown onion and beef, add gravy and add frozen vegetables. Simmer until vegetables are cooked.
• Spoon filling into pastry cases and place pastry lids on top, squeezing edges together to seal. Spread beaten egg over pies.
• Bake in a moderate oven until pastry lids are puffed up and brown.
• Best served hot with tomato ketchup. An alternative to pastry lids is to put mashed potato on top before baking.

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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.

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This February, Bud Light – the official beer sponsor of the NFL – is taking up residence in downtown Indianapolis for Super Bowl XLVI with the return of the Bud Light Hotel.

Beginning Thursday, Feb. 2, Bud Light will transform a 180-room downtown Indianapolis hotel (105 S. Meridian Street) into the premier destination for Super Bowl week entertainment. In addition to hosting exclusive parties from EA SPORTS and Playboy, the Bud Light Hotel will host a special concert featuring 50 Cent, Lil Jon and Bud Light-sponsored artist Pitbull the night before the Super Bowl and a special afternoon concert featuring the Barenaked Ladies before the game. The full Bud Light Hotel line-up of events includes:

• Thursday, Feb. 2 – EA SPORTS Madden Bowl XVIII (invitation only)
• Friday, Feb. 3 – The Playboy Party (invitation only)
• Saturday, Feb. 4 – 50 Cent, Lil Jon and Pitbull (doors open at 8 p.m.)
• Sunday, Feb. 5 – Barenaked Ladies (doors open at 2 p.m.)

Tickets for the Saturday and Sunday concerts are available throughout the Indianapolis metropolitan area, and more information can be found at www.BudLightHotel.com. Bud Light has also partnered with Yahoo! as the exclusive live broadcast partner of the Saturday night concert, ensuring fans across the country will be able to enjoy the Bud Light Hotel experience the night before Super Bowl XLVI.

The concert will be broadcast live on omg! from Yahoo!, the No.1 celebrity news site reaching more than 31 million fans per month at http://omg.yahoo.com/super-bowl-party-central and available on Yahoo! Screen (http://Screen.Yahoo.com), Yahoo!’s newly launched video destination.

“Bud Light Hotel has steadily become the epicenter of the entertainment during Super Bowl week, and we don’t know of any place in Indy where people can find a better, more diverse line-up of good times,” said Mike Sundet, senior director, Bud Light. ”And through our partnership with Yahoo!, we’ll liven up the Saturday night of music fans everywhere with the concert event of Super Bowl week.”

“The Bud Light Hotel concert has already become a signature Super Bowl week event that fans look forward to and now can experience this incredible line-up on Yahoo!,” said Ken Fuchs, VP, Yahoo! Media Network. “We are thrilled to be bringing this fantastic event exclusively to our 80 million music and sports fans around the country.”

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