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How About Those Super Bowl Ads?

Rotary hears from national authority on Super Bowl Ads

February 9, 2016       Leave a Comment
By: Stephen Kent

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Rama Yelkur
You don't think about Bay City being home to an authority on Super Bowl ads. But in fact, Rama Yelkur, Dean and Professor of Marketing at SVSU, has made this subject her specialty for over 20 years. Today she consults to companies nationally and is a leading resource for ad executives who want to get the most bang for their (very large) bucks.

With the Super Bowl just a few days behind us, the recent wave of ads, costing a cool $5 million for 30 seconds, were fresh on everyone's minds. Yelkur talked about the cost of ads, which have grossed over $2.5 billion for the networks since 2000, and the question "Is it worth it?".

The answer, in most cases, is yes. Consumers' are more likely to recall Super Bowl ads better than ads placed in conventional programming. Viewers also watch Super Bowl ads more attentively than those aired during normal prime time shows. And viewership is very high. It's been shown that 6% of workers call in sick the day after the Super Bowl.

Yelkur compared and contrasted ads from the earlier days of the Super Bowl to those we see today. She talked about what makes an ad likeable. In 1967, one second of air time cost $1,333. This year that same one second cost $160,000.

Among the factors that ad execs want to hit include things like humor, animals and kids. It been shown that celebrities, who are very expensive, don't show that bit an ROI, but they continue to feature prominently. Likewise, it doesn't pay to mention the product by name. Interesting ads, with a subtle name mention, are much better.

Sex has to be treated carefully. The famous Go Daddy ads which featured female eye candy always ranked well down the list. This year Go Daddy didn't even run an ad. Despite ranking low historically, Go Daddy did benefit from enhanced name recognition.

Of interest, Anheuser-Busch decided a few years ago that they want to be the exclusive beer of the Super Bowl. They paid an extra $10 million for that privilege.

Yelkur ran copies of the top ads from this year and past years, showing the change in approach and what worked and what didn't. This year's top ad was for Hyundai's "First date" ad where the dad followed his daughter on her date. Among the worst ad was the infamous "PuppyMonkeyBaby" spot. "It had all the right elements, but it was just weird!" On the other hand, the weird ad generated a lot of talk in the days that followed, even if people didn't remember what the ad was for.... Mountain Dew in case you forgot.


The board meets this week
February 16 at 11:00 before the regular meeting.
Everyone is welcomed.

Tuesday, February 16 is a joint meeting with the Bay City Noon Optimist where they will celebrate their "Unsung Hero Award" presentation.

The Club Service committee may ask your opinion about
  • Venue & Lunch review
  • Membership Nurture process review
  • Club Project, funding and selection process review

    Rotary Rocks planning has begun. This year's theme is "Birds Of A Feather". Keep April 28 on your calendar!

    Andrea Hales still needs a second family to host our exchange student for the Spring school session. She also says that the exchange for next year is being scheduled now and she needs a first host family on file so they can get busy on obtaining a passport.

    Dues invoices have been mailed. For those who have not yet paid, your prompt attention to this matter is appreciated.

    Current and past DISTRICT DISPATCH newsletters are available in the LINKS section below.


    Feb 16 Board meets. This is one week later than normal.

    Feb 16 We will meet with the Bay City Noon Optimist Club to celebrate their Unsung Hero Award Presentation

    April 9 District Matching Grant Seminar (COPOCO CCU)

    April 28 Rotary Rocks Concert

    May 20-21 District Conference Alpena

    Upcoming Programs

    (See the official schedule at )

    February 16,2016 Unsung Hero Award Luncheon with the Optimist Club. We will be joining the Bay City Optimist Club at the Doubletree to celebrate the youth and the Unsung Hero's of our community.

    Current and past DISTRICT DISPATCH newsletters are available on the District site shown in the LINKS section below.

    Get connected with ROTARY on Facebook.
    Over 450 people like us. Let's go for 500 people liking our page!

    Rotary Bay City on Facebook
    Rotary Bay City on Facebook!
    Click on the Blue Facebook to visit us there.

    Remember! Check attendance sheets at the front desk.

    District 6310 Web Site District Dispatch Archive
    Rotary International Make-up On-Line at
    The Rotary Global History Fellowship
    Rotary Global History.

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    Stephen Kent

    Steve Kent and his family have lived in Bay City for 40 years. He is VP of Technical Services at MMCC which produces MyBayCity.Com. Kent is active in many Bay City civic organizations.

    More from Stephen Kent

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