| | Media Buyer & Planner Today | | | | | | | | | #1 Amazon's Alexa Tops Super Bowl Ad Meter | | The company won the 30th annual USA Today Super Bowl Ad Meter competition for its celebrity, cameo-filled spot promoting Amazon voice assistant Echo device, featuring the voice of Alexa. In the commercial, Alexa loses her voice and celebrities including Gordon Ramsey, Rebel Wilson, Cardi B and Anthony Hopkins try to help her get it back, which she eventually does. In what USA Today describes as "razor-close voting," a commercial promoting the NFL starring New York Giants' Eli Manning and Odell Beckham Jr. rehearsing a dance number to celebrate a touchdown, finished second. The spot was a parody of the dance scene from the 1987 movie Dirty Dancing. Budweiser placed third with an ad about the company's emergency water distribution program, which starred its own employees. A commercial featuring PepsiCo products Doritos Blaze and Mtn Dew Ice took fourth place and Toyota finished fifth in the viewer voting. The Toyota ad for the first time in the company's history, did not feature a car. It centered on a story about Lauren Woolstencroft, a Paralympian born with no legs. | | WHY THIS MATTERS: This year's winning Amazon commercial was a step up from last year's Super Bowl, when the company ran three ads that finished 20th in popularity. In 2016, its Super Bowl debut ad finished 14th among USA Today voters. Budweiser, which has finished first the most times in the USA Today Ad Meter, including from 2013 thru 2015, finished third. Kia won most votes in 2016 and Honda took top honors in 2017. | | Two Takes: USA Today | Ad Age | | | | #2 Bud Light Super Commercial Got Most Attention | | The beer brand's Super Bowl spot featuring the Bud Light knight from its "Dilly Dilly" series of commercials got the most attention from viewers during the game, according to research from TVision Insights. Broadcasting & Cable reports that the Bud Light commercial scored an index of 130.8, which means the spot captured 30.8% better attention than the average ad. Finishing in second-place was an E*Trade ad titled "This is Getting Old" which scored an index of 123.6. A Doritos Blaze vs Mountain Dew Ice ad scored a 116.9 index for third-place while a Mission Impossible movie ad scored a 114.2 and an Avocados from Mexico commercial recorded an index of 113.7. | | WHY THIS MATTERS: Unlike the USA Today Ad Meter, in which viewers vote on their favorite commercial, TVinsights measures actual eyes-on-screen, second-by-second viewer attention to ads and programming in the viewer's living room. It's an opt-in-panel of viewers located across the U.S. Among the TVision "most attention" panel the Amazon Alexa spot, which won the USA Today Ad Meter competition, finished 10th with a viewer index of 110.7. And the NFL commercial featuring Eli Manning and Odell Beckham Jr. finished sixth with a 112.4 index. In reality, viewer attentiveness would seem to be more important to marketers than popularity. But that's open to debate. | | A Take: B&C | | | | #3 Ram King Spot Draws Backlash | | A Fiat Chrysler Super Bowl commercial for the its Ram brand truck used as a voiceover a portion of a Martin Luther King Jr. speech from 50 years ago talking about the value of service and offering a message of service to consumers by Ram and Ram owners. As Ad Age reports, social media immediately lit up with users critical of the ad for inappropriate use of the civil rights leader's words for commercial gain. Ad Age reports that King's words were also taken out of context in that in his speech he took some pokes at advertisers who manipulate people. The controversial ad was created by Chicago-based boutique agency Highdive. For its part, Ram parent Fiat Chrysler defending the spot, saying in putting it together the company and its agency had worked in collaboration with MLK's estate. Eric Tidwell, manager director of the licensor of the estate group, said, "We found the overall message of the ad embodied Dr. King's philosophy that true greatness is achieved by others." | | WHY THIS MATTERS: Per Ad Age, Ram is not the first automaker to incorporate Reverend King in an ad. General Motors in 2006 used him, along with images of Muhammad Ali and others in a spot for its Chevy Silverado. And Mercedes Benz also used footage of King in a 2010 ad. | | Three Takes: Ad Age | Ad Age | Adweek | |
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| | 48 | | Percentage of U.S. senior ad buyers who say Google Search offers the highest digital ad spending return on investment, according to a survey by financial services firm Cowan and Company. Another 30% list Facebook as offering the highest ad spending ROI, while 4% list both Instagram and YouTube and 2% list Twitter. | – Reported by eMarketer
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| | Eagles Upset in Super Bowl Draws 47.7 Overnight Rating | by Jon Lafayette
The Philadelphia Eagles' exciting upset win over the New England Patriots drew a 47.4 ratings and 70% share in overnight ratings, down 3% from a year ago.
Though down, the ratings were better than the double-digit declines NFL games experienced during the regular season and playoffs, and the Super Bowl remains by a wide margin the most watched event on television.
Last year's game drew a 48.8/72 overnight rating.
The overnight ratings are preliminary. Nielsen will deliver other numbers later in the day, including how many people tuned in.
This is Us, which followed the game, averaged a 16.2 ratings in metered markets, making it the top-rated post-Super Bowl entertainment telecast in six years, according to NBC.
NBC noted that Super Bowl's overnight ratings do not include digital viewing. Viewership for the game peaked during the fourth quarter at 10 p.m.-10:15 p.m. ET with a 52.2 rating and 74 share.
During halftime, when Justin Timberlake performed, the ratings were a 48.1/70. NBC said the rating was up 9% from the previous Eagles-Patriots Super Bowl in 2005. The overnight ratings for Sunday night's game ranks night among all Super Bowls in terms of overnight ratings and is third best among the 19 Super Bowls NBC has televised.
Among the metered markets, the Super Bowl had its highest ratings in Buffalo, where the game did a 56.4 rating and 78 share.
Philadelphia had the second highest rating at 56.2/81, and Boston, home of the Patriots, was third 55.9/81. Minneapolis, where the game was played, came in fourth with a 54.9/82.
The ratings for This is Us were a record for NBC's hit, 80% higher than the show's previous high, which came with the Season 1 finale last March.
The drama's ratings were up 59% from last year, when Fox aired 24: Legacy after the championship game. | |
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| • ELIZABETH BRADLEY was named executive VP and managing director at New York creative agency Oberland. She was previously founder and president of the Balto Group, which she recently sold. She was also associate publisher of People en Espanol and worked at an assortment of ad agencies, including McCann, FCB and Ogilvy.
• RICH STODDART is leaving Leo Burnett Worldwide, which he is global president and CEO. He will be replaced by MARK TUTSSEL, who is being elevated from global chief creative officer. He will continue to retain that role but will also assume the title of executive chairman of Leo Burnett Worldwide. Stoddart is leaving to become president and CEO of marketing company InnerWorkings. He's been with Leo Burnett for more than 20 years and was named CEO in 2015.
• RALPH WILSON is out as VP, chief creative officer at Crispin Porter+Bogusky. He had been with the MDC Partners agency since 2014. Prior to that he held creative roles at assorted agencies. CPB confirmed his departure but gave no other details.
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