Super Bowl Commercials

The only thing I liked about the Super Bowl was that it was played just miles from my birthplace – Hoboken, NJ.

I appreciate Pete Carroll because he was coaching USC football when I was a professor there.  Great guy.  Great motivator.

But I’m envious.

I kept getting this feeling that once – just once – I’d like to see the Philadelphia Eagles in a Super Bowl game where they are leading all the way through so I can text, email and shout about the victory that is coming for four quarters as Seahawks fans could.

With the Eagles – if they made it to the finals – they would have to have a come from behind victory to emerge the winners.  That’s tough on long-suffering fans thus my envy of Sunday’s game.

So that leaves us with the entertainment.

I noticed how the NFL announcer at half time sounded like he was cupping his ear and puking into the microphone.  I’m sure young audiences could not relate if the NFL even cares about young audiences to that extent.

That the Super Bowl is the only big real-time media event left thanks to Netflix, YouTube and our digital way of living.

And that they all look and sound the same as the previous ones and that is going to catch up with the NFL sooner rather than later.

Bruno Mars was an outstanding entertainer and he didn’t really need Red Hot Chili Peppers to bolster the show.  For some reason, people thought Mars was going to suck.  He didn’t.

And then, there are the commercials.

For the most part, they did suck.

It’s like they were done to attract attention to the agencies and creative people who put them together with little focus on being effective for the advertiser.

Sounds like radio, doesn’t it?

My wife was sharing some commercials she saw that I missed but she couldn’t always put the sponsor together with the spot – a problem most in the audience seem to have.

And in a week from now, the ad money will have been wasted and a rare opportunity to get to everyone missed.

Generationally, the Budweiser dog and pony commercial was rated number one by viewers polled because it had animals in it and made people feel good.

The Tim Tebow T-Mobile spot that poked fun at himself fit the now maverick brand of T-Mobile and resonated as one of the best in polls because it was authentic – a big prerequisite of Millennials coming of age. 

The 80’s throwback of the Radio Shack commercial made the top ten because of nostalgia and after all, Radio Shack is just history now.   Their name says it all.

Danica Patrick’s body must have lost that lovin’ feelin’ because even it could not get the once popular Go Daddy spot out of the bottom feeders.

What all of this suggests is that for media experts, we had all better go back to the drawing board and figure out what resonates with our target audience instead of what resonates with us.

What actually sells products or services?

Didn’t anyone test these spots for $4 million they paid for each? 

And who are we to judge – as The Pope would say.

Radio spots are awful.

We junk up unlistenable, long stop sets each hour almost as if we hate our advertisers and our listeners.

Time for some answers.

And we’ll have to become more expert at understanding the 95 million Millennials who are willing their way on the media industry.

This is our mission at my March 26th Philly conference in less than two months. 

There are 7 critical areas deserving of our attention and discussion:

  1. The most effective way to disrupt radio and not lose audience or advertisers.  On the contrary, gain more money demos and more revenue. 
  2. How to stop wasting money and people power on digital initiatives that don’t really increase your revenue.  If there is only one digital project to undertake, this is the project that has money written all over it.  I will share.
  3. How to create a social media network to replace Facebook, Twitter, Instagram, Snapchat or whatever whim is next in social media.  The social network you are going to create can never be taken away from you and this one makes money in the first year.
  4. The 15-to-25 things that can transform an antiquated approach to radio to one that even the next generation can embrace.  Let’s not fool around, here are the handful of things that work in today’s market.
  5. Go to school on a media entrepreneur who makes $3 million a year doing a 5-minute weekly video that has no commercials, no product placement, no banner ads on the site and doesn’t charge subscription fees.  I’ll show you video and tell you all about the plan.
  6. What if someone actually could breakdown the 4 to 6 things that Millennials want in their lives – in fact, that define their preferences for media.  You’re going to get a checklist of things that you can use to make sure everything you do from now on attracts Millennials. 
  7. How to time shift radio and develop strategies to make radio more like Netflix, the popular aggregator of content that all generations love.  I’m here to tell you, radio can play by the same rules.  There is a Netflix model for radio.  Understand it and run with it.

This event will not be available by stream or video – only live and in person. 

I can’t wait to share my enthusiasm and knowledge with you in person.

Reserve a seat

Inquire about group rates

Inquire about sponsorships   

Complimentary breakfast/check-in starts at 8 am. 

Conference begins at 9 am at the beautiful Rittenhouse Hotel and ends at 4pm for planning your return flight or departure. 

Breakfast, buffet lunch and all breaks included.  

Conference ends at 4 pm.