Super Bowl LII Ad Scorecard: The Touchdowns

Despite a 7% decline in ratings, advertising spend for last Sunday's Super Bowl LII still managed to surpass more than $414 million, the second highest year on record. With eyeballs dropping and the price to reach those eyeballs rising (average cost of 30s in the Big Game remains well over $5 million USD), there's even more pressure on advertisers to maximize return on this investment.

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Super Bowl LII Ad Scorecard: The Field Goals

Super Bowl LII undoubtedly had some amazing ads. Some were excellent at capturing the audience's attention, like Febreze's The Only Man Whose Bleep Doesn't Stink. Others excelled in driving emotional resonance and consideration, like Amazon's Alexa Lost Her Voice. And let's not forget (as if we could) the most memorable spots from the Super Bowl, like Hyundai's hilarious Ref To The Rescue.

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Super Bowl LII Ad Scorecard: The Sacks

In our previous Super Bowl 52 Ad Scorecard posts, we've looked at which ads scored touchdowns when it came to garnering audience Attention, Connection and Encoding. We've also looked at which spots came up just short, "settling for field goals" in comparison to Sunday's top ads. In this final installment, we'll take a look a which brands got sacked by the competition.

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The Science of Sports Sponsorship Activation

Global sponsorship spending is estimated to reach almost $63 billion in 2017, according to IEG, a sponsorship measurement firm. In North America, the biggest regional market for sponsorship, 70% of the more than $23B in sponsorship investment is sports-related. That’s more than $16B committed to sponsoring sport in the US and Canada. And it’s growing.

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The Science of Sports Sponsorship Activation - Part 2

Sports properties offer unique placement opportunities. But many advertisers aren’t taking full advantage of these opportunities to maximize the impact of their brand communications. While live sports are often on brand media plans to drive reach, or as a way to communicate with hard-to-reach audiences (or both), few advertisers and agencies are fully leveraging the depth element to sports. This is the level of connection, or ‘lean in’, that sports have on audiences.

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The Science of Sports Sponsorship Activation - Part 3

Now that you’ve done all this work aligning your message to your audience’s sensibilities (see tip #1), and ensuring you’re maximizing the effectiveness of your media placements (see tip #2), you need to understand how these initiatives are cementing brand connections in your target's heads. That means deploying Implicit Association Testing.

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The Benefits of Becoming a Brainer

From Osheaga passes to Arsenal tickets, being a Brainer is a no-brainer. In August, one lucky Brainer from our London community received a pair of tickets to attend the sold out Premier League match between Arsenal and Leicester at Emirates Stadium in London. The first match of the 2017-2018 season turned out to be a classic, with the home team scoring two goals in the final 10 minutes to come from behind to win 4-3.

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