Advertising Super Bowl Xxii: Domination For Franchising!
Author: admin
Advertising Super Bowl Xxii: Domination For Franchising!
Unlike the exciting cliff hanger football game that is a Mecca for massmarketers
franchised businesses again dominated in advertising buys in 2009. During
Super Bowl XLIII companies engaged in franchising outspent all other
combined enterprises by an estimated 14 million dollars.
These numbers are even more dramatic when 23 NBC network promotional spots
and 7.5 NFL spots are added to the mix. Both NBC and the NFL have
franchised affiliates and if the value of these 30 ads are factored in the
amount balloons to more than 100 million. In all 64 81.5 ads of some
128 ads that aired during the 4 hour game broadcast came from businesses
engaged in franchising.
According to American Association of Franchisees and Dealers AAFD Chairman
Robert Purvin who launched the organization?s Advertising Super Bowl survey
22 years ago ?Super Bowl advertising continues to demonstrate the power of
franchising. How else can small business owners afford to share their
messages with almost 100 million households at one time??
Financial markets have been paying close attention to the willingness of
advertisers to embrace the high ticket cost of advertising on network
television?s grandest stage with many concerned the Super Bowl advertising
would be yet one more victim of an economic meltdown. If anything
franchisors have seemed to ratchet up marketing efforts to fight back
against slowing sales.
NBC reportedly charged a record average price of almost 3 million per
30second spot 100000 per second. The higher cost didn’t seem to impact
advertiser demand as NBC reported it sold out the available 69 national
network spots. Each local network affiliate franchise sold about 30 local
spots. The total number of spots played during the game earned NBC an
estimated 270 million dollars.
Yet for a single 30 second spot of 1.5 million the advertising cost for a
ubiquitous franchise such as McDonald’s who aired two ads this year breaks
down to under 100 per store when divided among the approximate 15000 US
restaurants in the chain. ?The collective marketing power among franchised
businesses is formidable? adds Purvin.
Among companies that market through franchising those companies that
manufacture products that are distributed through independent dealer
networks called ?product franchisors? in the trade easily dominated the ad
buys. A robust 37 ads were placed by companies who sell cars beverages
cosmetics and insurance through independent networks.
Business format franchisors those businesses that consumers traditionally
associate with franchising ? accounted for 21 commercials double the number
from 2008 including spots from McDonald’s Taco Bell Cars.com and
regional entries on the West Coast where the survey was conducted from
Jackinthe Box. The business format segment was even more active in the
pre and postgame markets.
Budweiser again led all advertisers with 4 minutes of air time about 8
spots earning it exclusive rights to broadcast during the game and
shutting out competitors Miller Brewing and Coors both of which advertised
in the pregame.
After AnheuserBusch only six advertisers ran more than one or two
commercial spots. Pepsi was second to Budweiser buying several minutes of
ad time among its franchised soft drink brands and its nonfranchised
FritoLay brands primarily Doritos. Hyundai ran several spots during the
game as well during the Pregame show. Honda and Toyota each ran multiple
spots for various brands.
American car manufacturers were missing from the prime time telecast. For
the first time in years cooperative networks such as the California Cheese
Association Ace Hardware and the Almond Growers Association all stayed
away.
Between 2:00 p.m. and 10:00 p.m. Eastern time consumers were ?treated? to
almost 2 hours and fifteen minutes of thirtysecond ads approximately 270
64 of which were placed by companies engaged in franchising. This was
about the same ratio as 2007 and 2008.
Entertainment related ads primarily motion picture promos led the
nonfranchised segment with 16 spots. Manufacturers slid to second place
with 13 ads including electronics food producers and pharmaceuticals.
Retailers fell off dramatically with one ad each from Best Buy and Kay
Jewelers as compared to 9 spots placed in 2008. On the flip side online
retailers showed a dramatic increase with multiple spots run by
Monster.com GoDaddy.com and ETrade among several others.
During the game approximately 67 different companies advertised. In
addition there were two public service announcements.
This year?s crop of ads were less striking than past years with no
candidate seemingly destined for the Super Bowl Ad Hall of Fame although
ETrade?s infant stock trader was quite clever. Three other memorable ads
were delivered by Budweiser with a Clydesdale pursuing love and the
American Dream and an office mate being thrown out of a third story
building for suggesting that his company save money by no longer providing
free Bud Light. CocaCola offered a clever ?reincarnation? of the famous
Mean Joe Green encounter with a young fan with All Pro defensive back Troy
Polamalu tackling a CocaCola executive to avenge his young fan.
About the AAFD
The American Association of Franchisees and Dealers is the oldest and
largest direct member nonprofit trade association representing the
interests of franchisees and independent dealer networks throughout the
United States. The AAFD was formed in 1992 with a mission to define and
promote collaborative franchise cultures that the AAFD describes as Total
Quality Franchising.Stressing market solutions and franchisee empowerment
through independent franchisee associations the AAFD has grown to represent
more than 50000 franchised businesses nationwide with members in all 50
states.
The AAFD’s Fair Franchising Standards Fair Franchising Seal Trademark
Chapters and emphasis on marketplace solutions led to the Association’s
recognition as a growing force in franchising. The AAFD?s Branded Partner
programs add a new dimension to the value of AAFD membership. The AAFD
provides a broad range of member services designed to help franchisees build
market power create legislative support of interest to franchisees provide
legal and financial support and provide a wide range of general member
benefits.
For more information about the conference or the AAFD please call toll free
? 6102093775 or visit www.AAFD.org.
About the writer: For more franchising information about franchise franchises buy a franchise franchise opportunities franchises for sale franchise directory visit http://www.franchiseinteractive.com/
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