Sneak previews unlikely for Super Bowl TV ads

  • By Meg James Los Angeles Times
  • Tuesday, January 22, 2013 5:52pm
  • Life

The big debate surrounding this year’s Super Bowl is not whether the San Francisco 49ers should be four-point favorites, but rather should advertisers release their commercials early.

In the past two years, a growing number of Super Bowl advertisers have unveiled their spots several days before the big game to build excitement on the Internet.

Early releases and in some cases minutelong viral videos designed to tease to a Super Bowl commercial are strategic ploys to create an instant social media fan base.

“But now there is a feeling that you get more bang for your buck if you hold the commercial back,” brand strategist Adam Hanft said. “Last year, by the time we rolled into Super Bowl weekend, people were already tired of the spots — before the game even started.”

CBS sold 30-second spots in this year’s Super Bowl for an average $3.8 million — up 7 percent over last year’s rate. And some marketers are ordering 60-second spots, a $7.5-million expenditure for the air time on top of the cost of production, which could add an additional $1 million-plus, to the price tag.

Advertisers are divided on whether to release their spots early, according to several interviewed by the Los Angeles Times.

“This year there are some ads that we are going to hold back and a few that we are releasing early,” said Paul Chibe, vice president of U.S. marketing for Anheuser-Busch, the perennial leader of Super Bowl advertising.

Los Angeles-based Paramount Farms is busy preparing its first Super Bowl ad for its Wonderful Pistachios brand and it has a potent weapon: Psy, the South Korean rapper and Internet sensation who notched 1 billion views of his “Gangnam Style” video on YouTube. In Wonderful Pistachio’s Super Bowl ad, Psy sports a pistachio-green tuxedo jacket.

Paramount Farms hopes its ad will go viral — during the game.

“From a marketing standpoint we feel we can have a lot more talk value and punch” by holding back,

“What’s a better ‘big reveal’ than unveiling your commercial before 100 million people who are viewing it all at once?” said Marc Seguin, vice president for marketing for Paramount Farms.

Mike Sheldon, chief executive of Deutsch LA, has a different view. His ad agency created much excitement last year for its “Star Wars”-themed Super Bowl commercial by releasing a minutelong teaser video, “The Bark Side,” with barking dogs in “Star Wars” costumes a couple of weeks before the game.

“You’d be crazy not to release early,” Sheldon said.

Last week, Deutsch LA released a teaser for its upcoming Taco Bell commercial, which features a wild 87-year-old geezer taking an electric cart on a joy ride. The teaser video on YouTube already has logged nearly a quarter-million views.

Talk to us

More in Life

TikToker Brett Kelly, 24, whose Pumpkin man character TikTok video will be aired on the CBS show The Greatest #AtHome Videos on Friday, Oct. 30, 2020. (Olivia Vanni / The Herald)
The TikTok ‘Pumpkin Man’ of Lake Stevens dances to TV fame

After his pandemic layoff from Macy’s, Brett Kelly, 24, has been adding to his 1.4 million followers.

The Black Tones are one of three headliners of this year's Fisherman's Village Music Festival broadcast on YouTube and at www.thefishermansvillage.com. Catch the band's performance on Oct. 31. (Kendall Lawren Rock)
Fisherman’s Village festival returns as streaming video series

Long delayed by the pandemic, the spotlight for local music is being broadcast in four episodes this week.

The five telltale signs of a ‘hortaholic’

It may be an addiction, but it’s the good kind that enriches your life.

This silver-plated serving piece is called a box but it doesn't look like one. It held English biscuits, but if the sides opened, the cookies inside would fall down. Each of the shell-shaped bowls had a hinged, pierced flap that kept the heat and the biscuits in place when the sides were opened and became flat bowls to serve the cookies. The flaps are often missing when the biscuit box is sold.-
These British ‘biscuit boxes’ are cookie jars by any other name

And fancy silver ones can sell for as much as $256 at antiques auctions.

Vitis vinifera ‘Purpurea’
PURPLE-LEAF GRAPE VINE
Great Plant Pick: Vitis vinifera “Purpurea”

It’s a common wine grape, but in the Puget Sound region, it’s grown for its beauty — the fruit won’t ripen in our climate.

Pandemic psychology and fear of contagion or psychological fears of disease or virus infections with 3D illustration elements.
Pandemic pains: Sleepless nights, hair loss and cracked teeth

Chronic stress from the months-long COVID-19 pandemic is a common thread among many of these conditions.

An expert’s top 3 tips to effectively train for virtual races

When COVID-19 struck, many races were canceled to limit crowds. Virtual races are becoming a popular alternative.

Beer-brined BBQ chicken with mustard and miso mayonnaise sauce. (Sam Folan)
Feel like a chef in your own kitchen with ‘Home Cookery Year’

The cookbook is divided by seasons and includes midweek suppers, recipes on a budget and payday cooking.

Curried beef stew is a warm, hearty dish when the weather turns cool. (Gretchen McKay/Post-Gazette/TNS)
Chase away the chill with this Dutch oven curried beef stew

It gets an Asian kick from curry powder and fresh ginger, and umami from a few splashes of fish and soy sauces.

Most Read