Analyst Gives Toshiba Positve Mark for Super Bowl Ad
HomeMediaMagazine.com | Bringing Digital Entertainment To You
Author: CHRIS TRIBBEY
Posted: February 6, 2008
It was less than 30 seconds long, cost just under $3 million, reportedly aired just before halftime, and didn’t air in some markets at all.
Did Toshiba and HD DVD get their money’s worth with their commercial during the Super Bowl on Feb. 3?
According to more than one expert on advertising during the big game, yes.
“Even at a price of up to $2.7 million, a Super Bowl placement may be worth it to an advertiser if they are trying to establish legitimacy, an image of brand dominance, or bring a new product or brand to the attention of vast numbers of consumers,” said Peter Orlik, director of Central Michigan University’s School of Broadcasting and Cinematic Arts. “Thus, such a buy makes sense for Toshiba, particularly as more content providers seem to be affiliating with the competing Blu-ray system.”
The ad featured several people in a living room cheering during a football game. A narrator tells viewers that after they’re done watching the game in high-def, they should watch movies in high-def on HD DVD. Along with clips of Transformers and The Bourne Ultimatum, the ad plugged the hardware’s price of just under $150, and pointed to Amazon.com, Best Buy, Circuit City and Wal-Mart as retailers where the players can be purchased.
“It has always been our strategy to reach HDTV owners, using advertising on football games as just one vehicle,” Jodi Sally, VP of marketing for the Toshiba Digital A/V Group, told Home Media Magazine before the commercial aired. “If you recall, we had advertised on Sunday Night Football all season long.”
The ad aired just after the end of the first half, when many viewers may have been headed to the restroom or fridge, and according to TVPredictions.com, the ad did not air in some markets, and more than one person reported the ad was broadcast in their homes in standard definition.
But the ability to watch the ads online, and the buzz around the high-def format war, gives the ad legs beyond those original 30 seconds. The commercial had nearly 100,000 views on YouTube by Feb. 6, and the Internet can continue to be a place for HD DVD to push advertising, Orlik said,
“They may be able to get substantially more buzz by … seeding a number of Web sites that draw their target audiences, or by investing in a product placement that is highly integrated with the benefit they are trying to establish in the minds of their prime consumers,” he said.
HomeMediaMagazine.com | Bringing Digital Entertainment To You
Author: CHRIS TRIBBEY
Posted: February 6, 2008
It was less than 30 seconds long, cost just under $3 million, reportedly aired just before halftime, and didn’t air in some markets at all.
Did Toshiba and HD DVD get their money’s worth with their commercial during the Super Bowl on Feb. 3?
According to more than one expert on advertising during the big game, yes.
“Even at a price of up to $2.7 million, a Super Bowl placement may be worth it to an advertiser if they are trying to establish legitimacy, an image of brand dominance, or bring a new product or brand to the attention of vast numbers of consumers,” said Peter Orlik, director of Central Michigan University’s School of Broadcasting and Cinematic Arts. “Thus, such a buy makes sense for Toshiba, particularly as more content providers seem to be affiliating with the competing Blu-ray system.”
The ad featured several people in a living room cheering during a football game. A narrator tells viewers that after they’re done watching the game in high-def, they should watch movies in high-def on HD DVD. Along with clips of Transformers and The Bourne Ultimatum, the ad plugged the hardware’s price of just under $150, and pointed to Amazon.com, Best Buy, Circuit City and Wal-Mart as retailers where the players can be purchased.
“It has always been our strategy to reach HDTV owners, using advertising on football games as just one vehicle,” Jodi Sally, VP of marketing for the Toshiba Digital A/V Group, told Home Media Magazine before the commercial aired. “If you recall, we had advertised on Sunday Night Football all season long.”
The ad aired just after the end of the first half, when many viewers may have been headed to the restroom or fridge, and according to TVPredictions.com, the ad did not air in some markets, and more than one person reported the ad was broadcast in their homes in standard definition.
But the ability to watch the ads online, and the buzz around the high-def format war, gives the ad legs beyond those original 30 seconds. The commercial had nearly 100,000 views on YouTube by Feb. 6, and the Internet can continue to be a place for HD DVD to push advertising, Orlik said,
“They may be able to get substantially more buzz by … seeding a number of Web sites that draw their target audiences, or by investing in a product placement that is highly integrated with the benefit they are trying to establish in the minds of their prime consumers,” he said.
