the biggest day for commercial advertising

The NFL Super Bowl is the one day of the year that dominates the commercial advertising market.
Professional football is the favorite game among Americans, which is why there is no wonder that the Super Bowl XLV set a new record this year in ratings. FOX, the station that televised the game reported that they averaged 111million viewers and 162.9 million total this year.

With that many viewers, the super bowl provides the perfect platform for advertisements, where companies pull out all the stops to convince consumers to turn to their product/company. This is especially true since about half of the people watching the super bowl tuned in more to watch the commercials than the actual football game.

New Corporation Fox charged advertisers an estimated $2.8 – $3 million dollars for 30 second spots in the Super Bowl XLV. From 2001 through 2010, the Super Bowl has accounted for over seven hours of commercial time, representing more than 850 announcements and $1.62 billion of network advertising sales, according to Kantar Media.

Is the cost actually worth it? Surprisingly…yes. Super Bowl advertising firms typically outperform the S&P 500 from the Monday before the Super Bowl through the Friday after the game. In a poll by the Minneapolis market research firm, 43% of those polled plan to re-watch their favorite ads and 31% plan to pass those along to others via email or social networking sites.

Over the years it is not only the price of the time spot that has changed, but also what the companies are actually selling. Commercials now have started to change from selling products to selling feelings. Consumers watch the commercials for entertainment; a good commercial leaves a good feeling, which leads to consumer confidence in the company and their products.

because ‘oui’ love social networks…

Last year, Peyton Fouts launched OuiBox.com, a multi-platform website with a writing tool which he developed. It took fives years to create with help from 100 consultants, lawyers, and programmers around the world. Investors already have several hundered thousand of dollars at stake in the company. Fouts recently formed a board to help guide the company.

OuiBox is a free site that puts together the user’s email, facebook, twitter, and YouTube accounts, all while having its own social network, news, calendar, photo, music, video, and blogging applications.

The main feature of the site is the writing tool he developed, called OuiWrite. As you write a paper, it uses internet search engines to research papers as you write them. It also formats the layout, spacing, and pages/numbers. Once documents are done you can email them or even upload them straight to your blog. Coming soon to the website is OuiWrite Legal, where one can automate legal research and writing.

OuiBox and OuiWrite both have their own iPhone App in the App Store for free. This makes it easy to have access to your music, videos, blogs, and even papers on your phone or iPod.

Possibly the best feature of OuiBox is OuiLove, which supports charities. When a user visits a website through OuiBox and makes a purchase, a portion of the purchase price goes to support the relief organizations they have partnered with, such as Invisible Children, World Vision, and Village Project Africa. Their OuiShop provides an easy platform to search for retailers they have partnered with.

Beer sponsoring arts?

It is often repeated cliché that the Czech republic is actually a beer land. At average we Czechs really do drink most beer in the world and we produce many different kinds of this alcoholic drink. Interetsing enough, the biggest beer producer are also ones of the most important summer festivals sponsors.

Worldly best known Czech label would probably be Pilsner Urquell which is among others sponsoring alternative festival United Islands of Prague and hard rock festival Masters of Rock.

Another beer producer Staropramen is a partner of the biggest Czech rock summer festival called Rock for People.

Velkopopovický Kozel, which is popular also in Finland, concentrates on folk and country festivals. In the past, the concern has sponsored for example the folk festival Zahrada (Garden).

Gambrinus beer builds up an image of a Czech beer for Czech people and probably that’s why it has sponzored the music festival Benátská noc (The Venetian Night), which is connected with Czech rock stars and only rare international participation.

Very popular is Colours of Ostrava world music festival, one of the biggest summer events, and its traditional sponsor is Radegast – a little beer producer coming from the Ostrava city region. We could mention plenty similar situations of local beer producer supporting a local festival: České hrady (Czech Castles) festival sponsored by Krušovice, Hrachovka festival sponsored by Ostravar or Trnkobraní sponsored by Starobrno.

The main reason why beer producers tend to support summer music festivals is that those are events where beer is drunk a lot and by sponsoring the producers get exclusive contracts to sell their products in the festival parks. Another argument would be the cosy feeling of a festival and its experience that the concerns want to participate on. Last but not least the released atmosphere of summer festivals are one of the rare ways how to actually match a beer culture with arts.

SPANISH FOOTBALL ADVERTISING

Sponsorship revenue shirts European football clubs 2010/11 season reached the highest level of all time, with a total of 470.7 million Euros, according to the twelfth edition of “Report on Sponsorship in football jerseys in Europe “of the international sports marketing consultant SPORT + MARKT. This report analyzes the shirt sponsorship of the 6 major European markets .* According to the report, La Liga clubs increase their revenues in this new edition, but not as much as the French clubs who manage to slightly before moving to Spanish 1st division to fifth place in the standings.

League clubs have increased their income this year on sponsorships of t at 8.9 million Euros, compared with the 2009/10 report of SPORT + MARKT. This increase is mainly due to the renewal of the contract between Real Madrid and bwin valued at EUR 23 million, 8 million higher than last season. “While the Spanish La Liga clubs as a whole have increased their sponsorship on shirts, this was thanks to Real Madrid that regardless of sporting performance is the third best club in Europe at this concept,” says Mario Oliveto, General Director for Spain and Latin America of SPORT + MARKT.

After Real Madrid, the second best placed club in Spain in this classification is to Atletico Madrid with an agreement under 10 million Euros. Behind these two teams are Madrid Valencia CF and Sevilla FC, whose income is not much higher than those of other top clubs.

JAVIER MANSO CARREIRA

Bernie Ecclestone Sponsorship

The English Bernie Ecclestone, owner of Formula 1 that suffered an attack in late November in London, gave a picture of his face bruised by the blows for an advertising campaign for a brand of Swiss watches.

“What people can do for a Hublot” as read in the image of the advertising campaign of the Swiss brand, under the guise of English.

After suffering an assault in which Ecclestone was stolen his watch Hublot brand owned industrial group French luxury goods, and Moët Hennessy Louis Vuitton (LVMH), the English sent a photo of his face to the pattern of society, Jean Claude Biver, the AFP said a spokeswoman for the Swiss.

Ecclestone sent a message with the photo that had questions for Biver. “Look at what people can do for stealing a Hublot” Biver said that message that inspired the campaign visibly Hublot.

“The idea (of making an advertising campaign) came from Ecclestone”

Ecclestone in London was slightly wounded by robbers who committed a theft of personal property valued at 200,000 pounds, including a limited edition Hublot produced with materials of Formula 1 which price is estimated at 15,314 Euros, British police said in November.

Ecclestone did not win money for the campaign

TUENTI (spanish social net)

Tuenti network is by invitation. The site is focused on the Spanish population. Allowing users to create their own profile upload photos and videos and connect with friends. Tuenti has many other possibilities such as creating events, Tuenti Sites and Pages, tag friends in photos, comment statements, create your own personal space, chat in their own chat and Tuenti Games, which are games within the network. It has been recently added video chat functionality with which you can chat with friends via chat network.
It was created in 2006 by Zaryn Dentzel, an American student currently based in Madrid (Spain). Spain Dentzel met through an exchange that led to Badajoz and years later, following this experience, was born Tuenti.

At first it was directed to university students. Later, in view of its success, allowed entry to more users, but only if you have invitations. Tuenti currently has 9.2 million active users in Spain (2010), the majority of them students between 14 and 24.
To find programmers, he made a selection on the net. From there it was a casting and was elected to the current team, which consists of people from around the world (Americans, Polish, English and Spanish).
According Zaryn Dentzel, the name “Tuenti” arose from the need to find one that would include “tu”(you) and “ti” (to you). to name the members of the marketing department shuffled many names at the end chose the short version because Tuenti looks like “TU idenTIdad” (your identity) and because it sounded good, apart from making reference to the range (twenty-people) that was targeted.
The current owner is Tuenti Telefónica, which on August 4, 2010 was made with 85% of it by an estimated 70 million euros. Telefónica intends to medium term to expand Tuenti other countries (mostly in Latin America and Europe).

JAVIER MANSO CARREIRA.

The cat, the reverend and the slave.

I am a persone who is really septic about social media, even if I’m always on facebook and I know that it’s not because of Finland because I know that the best way to keep contact with my friends and family is Skype. But I’m someone who is very curious, and I want to know what happen in my “friends’” life. But I know that it’s not a real life, I know how to make the difference. Anyway I’m coming to the subject.

When we’ve worked in class about social media, we talk about Second life and it remember me that when I was at university in France, I took part to a video course. My teacher was a young film director, and he showed us some of his production, it was The cat, the reverend and the slave and Newborns. They talk about people who are kind of addicted by Second life and show why they were so addicted about it.

I didn’t change my mind but when I saw that movie I understood that social media are not so bad as we can think. In the movie there is this for exemple who is very shy, he “plays” on since a wile and he met a girl on it, he said that it would never happened in real life, and finally they get married for real. Maybe they missed something because they met in virtual life but whatever they are happy now with their love story. And it’s not because it’s not the traditional way to make it that it’s not good, it’s just different.

There is also something very interesting in this movie at the and, it the part about Burning man, who is an event organizes in the North Nevada desert by an utopist community, every years. This community is also on second life, and there is a lot of people who knows it, and goes there because of second life.

So it proves for real that social media, is a sort of pre-connexion between people. And then, it’s up to the people to move from their chair and go out to meet friends for real, if they want. People just have to learn how to use this kind of material in a good way for themself.

When I watched this movie I was at the time like “They are totally crazy” and “Wahou, it’s possible and it’s kind of really usefull for few people”. I can say that this movie made me feel a lot of emotion, and made me have a new opinion about social media.

Laboem.