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January 26, 2016
New Brands Highlight Super Bowl Ad Buys
 
As we are just a few weeks away from the Big Game, Super Bowl 50, we see some new additions in the advertising lineup.

For many people, the Super Bowl isn't just for the game. It has been noted time and again that the commercials are there to entertain as well. Naturally, then, it is exciting to hear who bought time again to try to "win" some additional attention.

Quick Recap of Last Year
Last year we saw a good amount of brands go for the dark and dreary. We also saw fewer animals than in 2014, which was a surprise. It was a surprise because all the research indicated that consumers liked and recalled ads more when there were animals. Some brands like Wix, Avocados from Mexico, and TurboTax landed some positive feedback and lived on for a good bit.

New Additions
According to iSpot TV, there are quite a few new players coming to advertise on #SB50. One of those brands includes Buick. The Super Bowl is typically filled with automakers, and Buick has decided to add to the mix. The brand is partnering with Leo Burnett Detroit to produce the spot.

Sun Trust, Colgate, PayPal, LG (TV), and Shock Top are also making their first appearance.

What to Look For
The costs for a 30-sec spot are only increasing. Last year NBC was requesting between $4.5–4.8 million dollars a spot. According to a July 2015 article in Fortune, a CBS executive said that they hoped to reach about $5 million a spot. We haven't seen any concrete numbers about the #SB50 ad buy, but once we find it we'll write about it.

There are some interesting storylines coming up. Butterfinger plans on doing something crazy for its "Bigger than Bold" campaign. Pokémon is celebrating its 20th anniversary. Taco Bell is releasing a new product. And last but not least, Budweiser is dropping the puppy it’s had in its commercials since 2014.

Like every Super Bowl, we look forward to seeing both the game and the ads. Come on back to BMA and the Talent Zoo team when we break down what we thought about the ads.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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