Archive for February, 2010

Daily Buzz

Big Ad Investment Follows Online Sports Viewership By Gavin O’Malley From the Super Bowl to the Winter Olympics, watching sports online has become a key component of fans’ viewing experiences, according to a new sports and technology study from the Consumer Electronics Association. This year, nearly one in five — 18% — of consumers planning to follow live [ READ MORE ]

Daily Buzz

Oreo, Ritz Drive NASCAR Sponsorship Synergies By Karlene Lukovitz Kraft Foods’ Oreo and Ritz brands are pushing the pedal to the mat to maximize consumer and retailer benefits from their NASCAR sponsorships — most recently via a sweepstakes to win a trip to a NASCAR race in the fall, take driving lessons in a real race car [ READ MORE ]

Daily Buzz

Visa Connects With Olympics Congratulations By Karl Greenberg Taking a page from its 2008 playbook, Visa is updating its “Go World” campaign with ready-made pieces to congratulate the company’s sponsored athletes when they win a medal. “We know through research that the way consumers connect to the games is through the athletes and their stories,” Jennifer Bazante, head [ READ MORE ]

Daily Buzz

Olympics Sponsors Benefit, As Do Competitors By Aaron Baar A few sponsors of the ongoing Winter Olympics are getting a boost (at least in terms of goodwill) out of their sponsorship … and so are their competitors. According to a survey from market research firm Chadwick Martin Bailey in Boston, followers of the Winter Olympics correctly identified [ READ MORE ]

Daily Buzz

Kraft: Cadbury-Merger Savings To Support Marketing By Karlene Lukovitz Kraft Foods expects to realize annual pre-tax cost savings of at least $675 million by the end of 2012, some of which will be used to further increase advertising and consumer spending as a percentage of revenue, chairman/CEO Irene Rosenfeld reported during the company’s Q4/year-end fiscal 2009 earnings [ READ MORE ]

Daily Buzz

Multitaskers:  More Viewers Watched Super Bowl, Surfed Net By Wayne Friedman Concerning the NFL big game this year, the Nielsen Company says there was a slight improvement in multitasking activity of those using the Internet while watching the Super Bowl. About 14% of those who watched the Super Bowl could be found on the Internet. This is up [ READ MORE ]

Daily Buzz

Sprite Launches First Integrated Global Campaign By Karlene Lukovitz Coca-Cola is accelerating its push to make Sprite the soda of choice among the younger crowd both here and abroad, with the brand’s first integrated global campaign. The campaign — dubbed “The Spark” in reference to the brand’s 2009-updated logo — features hip-hop musician Drake and includes multiple TV [ READ MORE ]

Daily Buzz

Rebranding: ESPN360 Becomes ESPN3 In April By David Goetzl The online live sports hub, ESPN360.com, will be rebranded ESPN3.com in April. ESPN3 will be available in 50 million homes, free to subscribers of broadband providers that have agreed to pay ESPN a TV-style fee to offer it. ESPN has not used Web lexicon recently in referring to ESPN360 [ READ MORE ]

Daily Buzz

Doritos Spot Sets Record, Most-Watched Ever By Wayne Friedman This past Super Bowl was the most-watched TV show of all time — with 106.5 million average viewers. This has resulted in viewership records for Super Bowl commercials, as well. The Nielsen Company now says the Doritos commercial featuring two men attacked in a gym for stealing someone else’s [ READ MORE ]

Daily Buzz

Armchair CDs Speak Out On Super Bowl Spots By Laurie Sullivan Twitter and social media have become the water coolers, spitting out data on ads during Super Bowl XLIV. While most football fans munched on chips and salsa Sunday watching the Saints battle the Colts for the championship, marketers and ad agency executives monitored the Web for [ READ MORE ]