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Monday, February 19, 2007

Super Bowl XLI Ad Review Part 1 - Part 2 - Part 3: SF American Marketing Association

I attended this meeting of the San Francisco Chapter of the American Marketing Association on the invitation of my friend Beth. It is an informative and entertaining look at ads from the 41st Super Bowl game, and by ad and marketing professionals based in the San Francisco Bay Area. What follows is an entertaining three-part video series of this discussion.

As far as I've seen, this is the only online presentation of a full panel review on the Internet, so take advantage of it, and pass the link to it on to your friends and co-workers.

As for Super Bowl XLI, it was the third-most-watched tv program in the history of television. According to USA Today, CBS' Super Bowl XLI drew 93.2 million fans for the second-most-watched game ever — behind the 94.1 million who tuned in to the 1996 Cowboys-Steelers contest — and the third-most-watched telecast (the 1983 M*A*S*H finale drew 106 million). Last year's game: 90.7 million.

Here's the SF AMA's description of the meeting, followed by the videos in series:

As Super Bowl XLI is poised to return to sunny South Florida for the ninth time in 2007, the TV commercials surrounding the game will be all the talk on Monday.

We will hear whether companies' Super Bowl TV commercials have generated the "water cooler" conversation? Marketers dropped more than $150 million on Super Bowl commercials in 2006, but will the spots be good enough to make viewers want to speak out, tell others, discuss it on a blog or post a comment online? Did my $2.6 million ad create a buzz or blog comment? With new metrics on analyzing buzz, was the buzz positive or negative? Super Bowl draws around 140 million viewers for all or part of the game, but is the cost worth it? Do companies reach their intended audience? What about ROI?

Are companies getting more sophisticated in tracking their ads and ad dollars or do companies view a $2.6 million Super Bowl ad as a branding exercise? Come hear a panel of industry professionals discuss the pros and cons of Super Bowl ads at the San Francisco American Marketing Association February 8 event.

Dante Lombardi -- Executive Vice President, Group Creative Director - McCann Erickson San Francisco
Paul Venables - Founder and Co-Creative Director -- Venables Bell & Partners
David L. Smith - CEO -- Mediasmith Inc.
Paula Storti - Managing Director -- Worldwalk Media
Mike Mazza - Executive Creative Director -- JWT
Rick Quan - CBS 5 Sports Anchor -- CBS 5 (less)

Video Part One

Video Part Two

Video Part Three


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