Snickers ad scores at Super Bowl
Written by Kristen Criswell | | krapin@toledofreepress.comWhile the New Orleans Saints beat the Indianapolis Colts on Feb 7, many viewers tuned in not just for the game, but for the commercials.
A study released in January by The Nielsen Company, a global firm that studies marketing and consumer information, found that 51 percent of Super Bowl viewers watch the game to see the advertisements.
The best ad of the XLIV Super Bowl was a Snickers ad, said Mike Hart of Hart Associates, an advertising and public relations firm in Maumee.
“The Snickers spot featuring Betty White and Abe Vigoda was out of left field. To see them tackle Betty White was very realistic. It was a creative commercial,” he said.
Viewers agree, ranking the Snickers’ ad first in USA Today’s annual Super Bowl Ad Meter.
No. 2 and No.3 on the Ad Meter were a Doritos commercial featuring a dog getting revenge and a Bud Light commercial with a house made of beer cans.
The Doritos ads, created by consumers, are “either really good or really bad,” Hart said.
“I really like the one with the dog with the shock collar, but the one with the guy in the casket was horrible.”
Other memorable ads included a Bud Light commercial with an asteroid about to destroy earth and ones that featured the E-Trade babies, Hart said. An advertisement for Audi featuring the green police was “unique,” he said.
Compared to previous Super Bowls this year’s commercials were “okay,” Hart said.
“I didn’t think there was anything spectacular.”
According to Nielsen, a 30-second advertisement in the first Super Bowl in 1967 was $42,500 on CBS and $37,500 on NBC. This year’s advertisers paid just under $3 million for a 30-second commercial.
To view this year’s Super Bowl ads, visit www.cbssports.com/video/player/superbowlcommercials.
