15th year of Super Bowl ad ratings

Posted on: January 30, 2012

A great commercial aired during the Super Bowl can sometimes be the difference between a profit or a loss for a company, says a Michigan State University instructor who analyzes and rates Super Bowl ads.

Just ask Chrysler, said Bob Kolt, which saw its profits skyrocket after launching its “Imported from Detroit” campaign, featuring rapper Eminem, during last year’s Super Bowl.

“Audiences immediately realized they saw something special,” said Kolt, who teaches in MSU’s Department of Advertising, Public Relations and Retailing. “Within months, Chrysler sales soared.

“Company executives point to that Super Bowl spot as a defining moment in Chrysler’s successful, profitable turnaround.”

This year’s Super Bowl spots, costing advertisers a record $3.5 million for 30 seconds of air time, promise to be just as entertaining.

Once again, the auto companies will be a presence during the game. Doritos will air a fan-made commercial. And the E-trade baby will be making a comeback.

For the 15th consecutive year, MSU advertising faculty will gather on Super Bowl Sunday to watch and rate the ads. Using a five-point grading scale, the voting faculty members rate each commercial based on creativity, production and overall quality. Last year, for the first time, the profs used “clicker” technology, normally used in their classrooms, that allowed them to immediately review and score the spots.

Last year’s winner was a Volkswagen commercial featuring a miniature Darth Vader.

NBC will carry the game featuring the New York Giants and New England Patriots. Kickoff is 6:30 p.m.

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