It is always exciting to grow our team! Thomas is a fresh face and Emy returns to us after missing Love for two years while she was in San Diego. These two are excellent additions to the agency and both departments, creative and media.
Monday, March 26th, 2012
By Love Advertising
Now that my NCAA bracket is shattered (and probably yours), I want to reflect on what March Madness really means to us in the media world- TV ratings.
The past few years it seems public interest in the Tournament has spiked as TV viewership has reached an all-time high. According to TVbytheNumbers.com, the 2011 Tournament achieved the best overall tournament-to-date average ratings that NCAA Basketball had seen in 20 years. This upward trend seems to have carried on into this year’s tournament, with the 2012 opening weekend delivering the highest-rated and most-watched first Saturday since 2007, averaging a 3% ratings increase across the 4 networks from last year.
These statistics beg the question, what has caused the recent spike in the March Madness audience? One potential factor contributing to the increase in ratings could be that the games are now also airing on TNT, TBS and TruTV. Prior to the 2011 Tournament, March Madness was only being televised on CBS until a joint deal was made with Turner Sports. Another possibility for this year’s numbers could be due to the NBA strike. Maybe basketball fans were put off by the professionals, and instead became attached to watching their favorite NCAA team while the NBA season was being repeatedly postponed.
While these ideas as to “why” are just speculation, based on the recent viewership trend it seems that March Madness is becoming an increasingly effective means for advertisers to reach a strong audience with their brand’s message.
“Breakfast Cake” was extra sweet this morning as everyone at Love celebrated last night’s Media Alliance Awards. Senior Media Buyer, Jennifer Chandler, was awarded “Media Buyer of the Year,” Media Assistant Ashlee Rohm won “Agency Support Staff of the Year,” and Love was named “Agency of the Year” for the fourth time in ten years.
This recognition was truly meaningful because all nominations and awards are selected by our peers at other agencies and also radio and television stations and other media outlets in this market.
Brenda said in her acceptance speech last night that this award belongs to the entire agency – and this is so true. Love Advertising is made of very talented and kind souls who are passionate about the work they do for our clients. And of course, without our wonderful clients we couldn’t do great work!
I guess you can have your (breakfast) cake and eat it too.
Last night, people gathered around their televisions to watch one of the biggest TV events of the year- the Super Bowl! Party invitations were sent out a month ago and meals were planned a week in advance. Die-hard football fans got together to reminisce about their Fantasy Football teams, and placed final bets on the color of the Gatorade poured on the winning coach. Even non-football fans attended parties to get in on all of the fun. While some wouldn’t miss one second of the football game, others didn’t miss one second of the commercials.
What did I do? I probably did the opposite of most viewers. I got in my sweats around 5 p.m., set the game to record, an headed to the grocery store. The game was about midway through the 2nd quarter when I finished dinner. I started the game from the beginning and then fast-forwarded through the game to only watch the commercials and of course, the halftime show by Madonna. Sitting alone comfortably in front of the television, I was really able to focus on the ads. I guess you can say that I take my commercial watching pretty seriously.
This morning, I collaborated with our Senior Art Director, Adam Faust, to evaluate and reflect on all of the Super Bowl advertising. Traditionally, we evaluate the ads based on its hilarity, but there is a lot more to it. A few other tidbits that came to mind when watching this year’s commercials;
Social Media. This was the first year that social media played a huge role before, during and after the game. We were given previews of several Super Bowl commercials weeks before game day, and others were launched entirely on the web and shared throughout various social media outlets. This is a good article from Ad Age that shows the impact of social media on this year’s Super Bowl game.
Other opportunities. Some local and national advertisers took advantage of the Super Bowl without having to purchase a spot during the game. Some advertisers created an entire campaign to promote a Super Bowl special offer. Check out what Papa John’s did this year
We decided to get the entire agency together over pizza to dissect the ads. Here is what the folks at Love Advertising think about the commercials. Well…
We’d love to hear your take on this year’s ads, best, worst, most impactful?