8 February 2007

Did Advertisers Lose the Super Bowl?

Companies should expect a lot more from $2.6 million than a smile from the viewers and a temporary bump in brand awareness

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
The Big Game is over, and the Indianapolis Colts have emerged triumphant. But who were the winners in that other "game" -- the one where advertisers spend millions to compete for viewers' attention? You've probably already read "reviews" of the ads in your newspaper or online. Our branding expert, however, raises more fundamental questions: Can marketers win at all by running expensive ads during the Super Bowl? And what would count as a victory?
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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http://www.gallup.com/poll/26353/Americans-Super-Bowl-Phenomenon.aspx

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