Ever since I can remember, I’ve been fascinated with the art of making a good commercial.  Those who are marketers, I’m sure can appreciate this too, especially when a commercial makes an audience remember the brand and remember the product or service.

But with a record breaking audience of 106 million people, I was blown away at the lack of importance to the companies who spent $2.5-$2.8 million (not including the cost of production or compensation for the actors) for 30-seconds of airtime and either did not display their company website address or displayed it at the very end of the commercial in small font with only a few seconds left to display the domain name.

Early last week I posted a question on Twitter and got some responses back from other sports tweeters, @rscibetti and @sportsologist.  I had originally asked what people thought the percentage of Super Bowl commercials will make reference to their company website.

I asked this question because back in January 2007 for Super Bowl XLI (Colts vs. Bears), I did an unscientific study (a legal pad, a pen and a few beers) on what commercials had domains in their ads and it was shockingly low; close to 50%.

Fast forward to 2010 and you would think that everyone would display their website address.  Well, think again.  I was at a Super Bowl party and thought I could use Twitter and tweet my observations on my BlackBerry (a great way to post notes when paper is not available) and the results showed a decent improvement for the display of website addresses from the amount promoted in 2007.  The screen shot below shows the first set of commercials and in this sample, 68% of commercials showed a website address.

Overall, of the 41 commercials commented on, 31 made a reference to website address (75.8%).  For the 11 commercials who did not (Bud Light, Coke, Audi, Intel, etc.), what were you thinking?!  If you are going to spend that kind of dough (and I sure hope Bud Light negotiated a quantity discount with CBS), you should place a greater importance on taking advantage of creating a call to action for the audience to go to your website.

And finally, with the display of company websites promoted at 75.8%, you would have thought that the promotion of companies’ social networking accounts for Twitter and Facebook would have been taken advantage of especially with 106 million viewers watching, of whom which have mobile phones to actively use Twitter and Facebook during the game, but the results of this were extremely dismal.  Only 2 companies out of the 41 commercials tallied mentioned their social networking accounts; Honda (promoted their facebook.com/honda fan page) and eTrade (promoted social media icons for Twitter, Facebook, and YouTube).

There is one thing that is certain, as long as there is a Super Bowl, advertisers will be spending money.  And as the internet and social media continue to take over our lives, especially for sports fans, companies will only increase their promotion and brand awareness using domain names and social media.

Feel free to post our comments below or to me via @athlete on Twitter on what you thought of the Super Bowl commercials.

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About Tim Evans

Tim Evans is the CEO of Athlete Web Design, a web design and internet marketing firm for athletes and sports professionals based in Chicago. Tim has been online since 1997 and is an expert in the domain name sales, acquisitions, and monetizing realm. This expertise in domain names has evolved into helping athletes and sports professionals with a virtual presence online through official websites for athletes / sports entities. Twitter: @athlete E-mail: tim@athletewebdesign.com

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Congrats to the real winners of Super Bowl XLIV: CBS. This year’s Super Bowl was reportedly the most-watched TV event ever. CBS estimates that the game was watched by 106.5 million viewers, which is 600,000 more than watched the previous record-holder, the “M*A*S*H” series finale in 1983. I’m not surprised. While the Colts and Saints are two relatively small market teams, both are very likable from a football fan’s point of view. Further, most would agree that the Colts and Saints were really the best two teams in the league. The Colts started 14-0 and the Saints 13-0. Ultimately, both teams finished 14-3, and both teams earned the number one seeds in their divisions.

The Play on the Field

I thought the game was a pretty fun one to watch. The Colts bolted out to a 10-0 lead after the first quarter, and I thought it was over, even with a powerful Saints offense. Then, Pierre Garçon dropped a perfect pass on a crossing route which would have been good enough for a first down, but instead ended the drive. The momentum shifted from the Colts’ side to the Saints’ side, and Peyton & Co. never regained it. The Saints’ defense really impressed me. They played hard, they tackled very well, and Tracy Porter guessed right, picking off Peyton Manning (My jaw dropped when that happened. What a mistake!) for the fatal pick six. In my opinion, the Colts didn’t lose that game, the Saints went out and won it. Sean Payton’s gutsy call to go for an onside kick completely shocked the Colts and when the Saints recovered the ball, you could tell the Colts were rattled. In the first half, the Saints went for a fourth and goal on the two, and while they didn’t convert, they sent the message that they knew they had to play big or go home losers. I feel bad for Peyton. The Colts had a fantastic season, but they came up a little short. Congrats to Drew Brees, Sean Payton, and the rest of the Saints’ team. Well done.

The Storylines

Peyton vs Brees This was the biggest story leading up to the Bowl. Arguably the two best quarterbacks in football, going head to head, in the biggest game of the year. Brees played a great game, tying a Super Bowl record with 32 completions. Peyton played well, but ultimately made the biggest mistake of his career in what I thought was going to be the game-tying drive. In the end, I would say that it wasn’t as high-flying an affair as it could have been, but the two quarterbacks lived up to the hype.

The Drought Could the Saints finally win a Super Bowl? Could they do it for the city of New Orleans, a city that just a few years ago suffered through a devastating hurricane? Obviously, the Saints pulled it out and won the game. As for how it will affect or change New Orleans, we’ll see about that.

Dwight Freeney’s Bum Ankle Towards the end of the AFC Championship game against the Jets, Colts’ defensive end Dwight Freeney stepped on Mark Sanchez’s foot, injuring his ankle. For much of the two weeks leading up to the Super Bowl, everyone wondered whether the all-pro would be able to play in one of the biggest games of his career (he already played in and won one Super Bowl). In the end, Freeney toughed it out and played a solid game, including one amazing sack of Drew Brees to stop a nice Saints’ drive.

Last but not Least, The Commercials

I usually really enjoy to the Super Bowl commercials, but I thought the commercials this year were a pretty big failure overall. While I’m certainly biased as a person in the tech/web industry, I think the most memorable was the Google commercial. It was simple yet powerful. It was the first time that Google has advertised in the Super Bowl, which made the appearance extra surprising, I think. We all know and use Google, but a Super Bowl commercial was unexpected.

The LBJ & Dwight Howard McDonald’s commercial as well as the Doritos Samurai commercial, and the Doritos “Don’t touch my mama” commercial were some of my other favorites. A couple of weeks ago, I talked about the creativity of the Doritos Super Bowl campaign. I think the fans came through and voted for some great commercials. There were a couple of other memorable commercials, but other than that, I wasn’t terribly impressed.

What did you think? Did the game live up to the hype? How about the commercials?

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About Sam Taggart

Sam is a Creative Strategist for VaynerMedia, a social media agency based in New York City. Sam previously worked as an Account Executive for the New York Jets as well as the New Jersey Nets and spent time working with former NBA player Jalen Rose as well as NFL safety Kerry Rhodes. He now focuses on creative strategy across VaynerMedia's portfolio. You can follow Sam at http://twitter.com/gosam & visit VaynerMedia at http://www.vaynermedia.com.

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A few days ago a reporter called and asked how I would advise a professional athlete if he wanted to endorse a hot-button topic in a forum as big as a Super Bowl audience.

My answer was not textbook public relations.

(I will reveal the outlet and topic upon its publication).

The reasons that athletes and coaches endorse products and services are as varied as the people themselves. Some do it because they patronize and truly believe in said organizations. Others pitch products because it fattens their bank accounts; some make themselves available for endorsements to keep their face in front of possible post-sports employers.

That’s the people portion of Super Bowl advertising. There’s the business side that pays big dollars to get noticed during the most popular sports event of the year. How they deliver their messages can enhance or break their brands.

Among the most discussed people during the weeks leading up to the Super Bowl isn’t even playing, and yet his image is being bantered among fans and foes alike. Former University of Florida quarterback, Tim Tebow, is slated to appear in a commercial for the conservative Christian group, Focus on the Family, during the National Football League’s grand finale. There is a huge uproar from pro-choice groups over the scheduled airing of a commercial that preaches the opposite. Will this damage Tebow’s brand going forward? Will it affect the opinions or actions of NFL teams that want to draft him?

To be sure, controversy is not new to paid advertising, but it seldom, if ever, surfaces during an event that’s known for its cutting-edge creativity and humor-infused breaks. This year it seems to be playing an extra period:

Audi’s scheduled Super Bowl commercial is attracting criticism for its message that conjures up memories of Nazi Germany. The German luxury automaker produced commercials that feature the “Green Police” – people who don forest green officers’ uniforms and provide tips about saving energy. The controversy lies in the historical meaning of The Green Police. A group by the same name referred to the German Order Police, which housed a battalion that was instrumental in sending Jews, Poles and Gypsies to concentration camps during World War II, according to the Jewish Virtual Library.

Not to be forgotten among the controversial messages are those that didn’t make the cut. Gay dating website Mancrunch.com’s 30-second commercial was reportedly not approved by CBS, the network that will broadcast this year’s Super Bowl.

All of these messages, whether approved for air or not, communicate personalities of people, products and businesses. Will the misguided message of Audi affect the way people perceive the automaker’s brand and thus, sales? Will Tebow’s draft stock change because he’s willing to speak publicly about an emotionally charged topic? Has CBS set a double standard by approving the Focus on the Family ad and not Mancrunch? What makes a commercial too controversial or risqué for air?

Some of the answers to those questions lie in the opinions of viewers. Before hitting the “send” button with language and creative’s for these ads, however, I trust that each person and organization considered the benefits and potential ramifications of their messages. It drives their public images and brands not just during the game, but also for days and weeks to come.

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About Gail Sideman

Twenty years of public relations experience, including 10 in NCAA Division I sports information during which she received national awards for her work, have helped Gail Sideman emerge as a nationally-respected publicity professional in sports, social media and publishing. She is also a veteran support staffer of sports television crews for events that include the NFL, NBA, MLB, NCAA regular and postseason and others. You may learn more information about Sideman's business at www.publiside.com or follow her at www.twitter.com/PUBLISIDE and www.facebook.com/gail.sideman.

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Super Bowl advertisements have long been one of the best ways to get your brand exposure and eyeballs. Take Go Daddy for example. The company, known for its racy advertising, began airing 30-second commercial spots during the Super Bowl in 2005. Since then, Go Daddy has become the largest certified domain registrar in the world, with more than 36 million domains under its management.

The Super Bowl is one of the most-watched television events on a yearly basis, with somewhere between 40 – 43% of households watching (98 million viewers in 2009). Two days ago, Nielsen released survey results that stated just over half of the audience that tunes into the Super Bowl enjoys the commercials more than the actual game. “This survey reinforces the value of the Super Bowl as a marketing bonanza, featuring one of the most receptive TV audiences in the world,” said Randall Beard, executive vice president of Nielsen IAG. “With so many viewers waiting for the pitch, the pressure is on advertisers to create and place ads that will have a lasting impact.”

The big kicker is that Super Bowl ads are not cheap! Last year, a 30-second spot cost $3 million. With a lot of advertising turning towards social media in the past year, a very low-cost initiative, companies are becoming a little more hesitant to spend the money on one Super Bowl ad. Suddenly they can get far more “bang for their buck” online.

Some Companies Have Had Enough

In mid-December, PepsiCo Inc. announced that they would not advertise in the 2010 Super Bowl, ending a 23-year run. Instead, the company has decided to put the money into a new, online marketing effort. Last year, between advertisements for Pepsi, Gatorade, and Cheetos, PepsiCo Inc. spent $33 million. They admit that the Super Bowl still brings incredible value to their brands. However, it is making less and less sense for them to put that kind of money into one event, when they can spread it out online. Pepsi spokeswoman, Nicole Bradley, said “In 2010, each of our beverage brands has a strategy and marketing platform that will be less about a singular event and more about a movement.”

Other companies have backed out of the Super Bowl as well. FedEx has decided not to advertise in 2010, for the second year in a row, citing cost issues. General Motors has also decided not to advertise in the Super Bowl. So, while the Super Bowl still possesses great value for brands, it simply isn’t making as much sense as it used to to spend that kind of money.

Other Brands Are Getting Creative

While some major companies are pulling out of the Super Bowl, others are finding ways to be innovative. This year, the Doritos brand has launched its fourth annual Doritos “Crash the Super Bowl” challenge, inviting regular people to create self-made advertisements to be aired during the big game. For the past few years Doritos has been getting interactive with its fans and consumers by allowing them this opportunity. This year there is an added incentive. According to a press release, contestants this year “are shooting to make history by beating the ad pros and garnering the top three spots in USA TODAY’s annual Ad Meter. If they can do it, Doritos will award the winners a shared $5 million cash prize.” Online consumers will decide which of the six finalists (chosen by Doritos) will have their ads run in the Super Bowl. Fans in the U.S. can vote once per day between January 5 and 31, 2010.

Doritos has done a nice job with this campaign. By creating an interactive and engaging process for their fans, they have created an “out of the box” Super Bowl campaign. For them, it’s worth it to spend the rumored $2.5-2.8 million per commercial, because they are building their brand and engaging with customers along the way. They created a captivating campaign that will build up to the Super Bowl that has a lot of people invested. You can bet all of those fans who voted will tune in to see which commercial made it.

One note I would point out is that, while they are promoting the campaign through Twitter and Facebook, their Twitter account (@DoritosUSA) has around 700 followers. While their Facebook page has about 750,000 fans, there is no real community there. Fans post infrequently, and their status updates don’t get a lot of interaction. It seems Doritos doesn’t focus too much on their social media accounts. I think the campaign could have been a real home run had the brand found a way to incorporate social media a bit more.

A Tough Decision

So what do you think? Is it still worth it for advertisers to spend the money on Super Bowl commercials when they can spread that amount of money over a much larger campaign through social media and probably see more meaningful results? In my opinion, it’s really a case-by-case basis. The Super Bowl is heavily watched, and there is solid proof that about half of the audience is just watching for the commercials. The Super Bowl has always been known for its great commercials, and I don’t think that will change just yet. Each year, we will see 30-second commercial spots continue to drop in price as brands see less of a reason to spend the money. Pepsi, FedEx, and GM have already bailed, and more companies will follow their lead. We now live in a world where brands have to engage. With that shifting mentality, it will be interesting to see if and when Super Bowl commercials will really become obsolete.

Truth be told, I love Super Bowl commercials, and I’m looking forward to watching them this year. Obviously, the game comes first.

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About Sam Taggart

Sam is a Creative Strategist for VaynerMedia, a social media agency based in New York City. Sam previously worked as an Account Executive for the New York Jets as well as the New Jersey Nets and spent time working with former NBA player Jalen Rose as well as NFL safety Kerry Rhodes. He now focuses on creative strategy across VaynerMedia's portfolio. You can follow Sam at http://twitter.com/gosam & visit VaynerMedia at http://www.vaynermedia.com.

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Leverage, Top Rank partner for boxing upfront presentation

By Jon Show

• The Leverage Agency and Top Rank will partner this Saturday on what they are calling the first advertising and sponsorship upfront in the history of boxing.
• Other boxing promoters and networks like ESPN aggregate the rights to multiple fights as part of advertising and sponsorship sales, but industry insiders believe this is the first time a promoter has partnered with an agency and television networks to package rights for a formal upfront-style boxing presentation.
• Under a multiyear relationship, Top Rank and the Leverage Agency are pooling sponsorship and advertising rights to 48 fights in 2010, including 12 pay-per-view events and 36 events on FSN or Fox Sports en Español. The 12 PPV events will feature three “super fights,” including Manny Pacquiao’s bout at Cowboys Stadium against Joshua Clottey on March 13.

(www.sportsbusinessjournal.com)

Sun Life Financial takes naming-rights at Dolphins Stadium

By Terry Lefton

• The Miami Dolphins on Wednesday will announce Sun Life Financial as the new naming-rights partner for their home stadium, just four days before the Pro Bowl and 11 days before Super Bowl XLIV are played at what will be called Sun Life Stadium.
• Sources said the five-year deal averaged about $7.5 million annually.
• It was unclear whether Sun Life category rights will be restricted to insurance or be more broadly-based to include financial services categories.

(www.sportsbusinessdaily.com)

Evangelical Pro-Life Spot To Air In Super Bowl

By David Goetzl

• Colorado evangelical group Focus on the Family said it has purchased one of the remaining spots on the CBS broadcast of the Super Bowl on Feb. 7.
• The group indicated that the spot will carry a pro-life message, raising a key question: How will it meet CBS’ long-held policy of refusing advocacy ads?
• Heisman Trophy winner Tim Tebow and his mother Pam will be featured in the 30-second ad with a “Celebrate Family, Celebrate Life” message, according to the religious group.

(www.mediapost.com)

Scott’s Miracle-Gro Seeds Major League Baseball

By David Goetzl

• Talk about grassroots marketing. Scotts Miracle-Gro has a deal with Major League Baseball to sell seed blendsand fertilizers akin to those used on the fields at iconic venues such as Fenway Park and Wrigley Field.
• The arrangement is part of a broader link that pitches Scotts as an “official lawn care company” of MLB.

(www.mediapost.com)

Pacquiao-Clottey Gives Cowboys Stadium A Big Debut Bout

• While the March 13 Manny Pacquiao-Joshua Clottey bout at Cowboys Stadium “isn’t the hoped-for mega showdown” between Pacquiao and Floyd Mayweather Jr., it still is a “good, big-time boxing start for the house that Jerry Jones built,” according to Gil LeBreton of the FT. WORTH STAR-TELEGRAM.
• The stadium will use its “basketball configuration for the bout.” The top deck will not be opened, and the center-hung video board “will be lowered to 30 feet over the ring.”
• Ticket prices to the fight will range from $50-700, and Top Rank Chair Bob Arum is “excited about being able to offer what he called ‘reasonable prices’ for a world-class boxing show.”
• Jones yesterday said he envisions as many as “four or five significant fights a year” in the new stadium. Jones: “Las Vegas has its aura, and we can do things here to capture our own aura.” The ring will be placed at midfield, and Arum and Jones noted that they are “hoping to fill 40,000 seats.”
• In Ft. Worth, Tobias Xavier Lopez notes there were “comparisons to the Roman Coliseums” throughout yesterday’s press conference at Cowboys Stadium, and Arum suggested that the Dallas facility “could replace Madison Square Garden or Caesar’s Palace as the ‘new Mecca of boxing’” (FT. WORTH STAR-TELEGRAM, 1/20)
• Jones said, “With the stature of Pacquiao, we’re going to be able to put on a unique fight.” While the plan is to fill 40,000 seats, Arum indicated that a “60,000-seat plan can be arranged if necessary.” Arum also announced that HBO PPV will televise the fight (L.A. TIMES, 1/20).

(www.sportsbusinessdaily.com)

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About Ben Sturner

Ben Sturner is the Founder and CEO of Leverage Agency, one of the most respected, innovative, resourceful and ambitious sports and entertainment branding sponsorship agencies on Madison Avenue. Sturner has taken his multi-million dollar business from a small start-up in his New York City apartment to a premiere agency that has secured deals for clients including: Jimmy Kimmel Live, AVP Pro Beach Volleyball, KFC, Gillette, Progressive Insurance, Southwest Airlines, Reebok, Comcast, Anheuser Busch, Fremantle Media, Mark Burnett Productions and NBC’s Prime Time Celebrity Apprentice, Reveille, Radical Media, as well as other top-tier brands. Ben has been named NYC Entrepreneur of the month in TrueNYC.com and has been interviewed and featured on ESPN, NBC, CNBC, USA TODAY and WALL STREET JOURNAL as an expert in sports and entertainment sponsorship.

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Haiti In Rubble: Marketers, Aid Groups Rush To Help

By Karl Greenbery

• Coca-Cola has pledged $1 million through the Coca-Cola Foundation to the American Red Cross for disaster-relief efforts in Haiti. The company says it is also providing bottled water and other products through its bottler in the adjacent Dominican Republic.
• The General Motors Foundation has donated $100,000 to the American Red Cross relief fund to help Haiti. GM also has provided a direct web-link that its employees can use to contribute personally to the Red Cross disaster fund. The company says its 10-year-old GM Global Aid has facilitated over $15 million in donations for disaster relief worldwide.
• Wireless customers of AT&T can send $10 donations to the Red Cross International Relief Fund from their mobile devices by typing the word HAITI and sending it to 90999. AT&T says all money donated will be passed on to the Red Cross.
• ConAgra has donated $100,000 to the ARC. The gift is in addition to ConAgra’s membership in the ARC’s Annual Disaster Giving Program, a commitment of $1 million over five years, per the ARC.
• TD Bank is donating $100,000 to the Red Cross to support the earthquake-relief efforts. Kraft has given $25,000 to the ARC.

(www.mediapost.com)

McPherson: ABC Will Push New ‘Kimmel’ Marketing

By Wayne Friedman

• ABC’s Stephen McPherson didn’t enter the fray regarding NBC’s Jay Leno-Conan O’Brien controversy — but he said there would be new marketing efforts for “Jimmy Kimmel Live,” especially with regard to the network’s new comedy hit shows.
• “It’s really important we tie Jimmy to ABC, to our shows,” he said. “It’s really nice when we have that “Dancing [with the Stars"] connection with those people going on his show. Now that we have comedy [on] Wednesday. his comedy brand could be part of that as well.”
• ABC will also be more visible on its airwaves for “Kimmel” — in terms of promotion. “We are going to launch a new strategic marketing plan [for "Kimmel"],” he said.

(www.mediapost.com)

New Jersey Nets Partner With Rite Aid

By Karl Greenberg

• The New Jersey Nets NBA basketball team has launched a strategic alliance with Rite Aid Pharmacy, the largest drugstore chain on the East Coast, which will include the promotion of Nets Basketball and the marketing of Nets tickets in 65 stores in the New York metropolitan area.
• The alliance will promote the Nets through circulars and in-store signage. It will also include retail promotions at its participating metropolitan area stores.

(www.mediapost.com)

Papa’s In The House: Papa John’s To Be Official Pizza Of Super Bowl

By  Terry Lefton

• Papa John’s Pizza has signed a short-term NFL sponsorship deal making it the “official pizza sponsor” of Super Bowl XLIV.
• Papa John’s, the country’s third-largest pizza chain behind Pizza Hut and Domino’s, will use its new NFL rights to market a Super Bowl XLIV pizza, an extra-large pie with up to four toppings priced at $11.99 and available at its 2,700 domestic locations from January 15-February 15.
• A sweepstakes overlay, part of what Papa John’s is calling “National Football Month,” will offer tickets and accommodations for two at the upcoming NFL title game in South Florida to the winner.
• The move is one of the first big marketing initiatives for Andrew Varga, named Papa John’s CMO in late August. Varga said Super Bowl Sunday is already one of the chain’s five busiest days of the year.

(www.sportsbusinessdaily.com)

FIFA Sponsors Turn To Social Networks For World Cup Advertising

• FIFA sponsors are “turning away from traditional TV and billboard campaigns and using social networking sites to make their pitch to fans” ahead of this summer’s World Cup in South Africa.
• Sony Ericsson using social media as large part of World Cup marketing.

(www.sportsbusinessdaily.com)

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About Ben Sturner

Ben Sturner is the Founder and CEO of Leverage Agency, one of the most respected, innovative, resourceful and ambitious sports and entertainment branding sponsorship agencies on Madison Avenue. Sturner has taken his multi-million dollar business from a small start-up in his New York City apartment to a premiere agency that has secured deals for clients including: Jimmy Kimmel Live, AVP Pro Beach Volleyball, KFC, Gillette, Progressive Insurance, Southwest Airlines, Reebok, Comcast, Anheuser Busch, Fremantle Media, Mark Burnett Productions and NBC’s Prime Time Celebrity Apprentice, Reveille, Radical Media, as well as other top-tier brands. Ben has been named NYC Entrepreneur of the month in TrueNYC.com and has been interviewed and featured on ESPN, NBC, CNBC, USA TODAY and WALL STREET JOURNAL as an expert in sports and entertainment sponsorship.

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