January, 2011

Do Celebrities Really Make Your Ads More Effective?

Many broadcast advertisers, from local merchants to national brands, subscribe to something called the Pied Piper Principle. This says that if you put a celebrity into your commercials, all or most of their fans, like the children of Hamelin, will mindlessly follow him or her to the cash register. So when their ads have nothing to say, they have a celebrity say it.

Brand-new advertising audience research totally undermines that premise. Read more →

First Look At The Super Bowl Xlv Lineup

No, not the lineup of players, silly. That takes weeks (which often seem like months) of playoffs to determine. But the ads, which are what people really watch the Super Bowl telecast to see. How else do you explain the fact that, unlike most sportscasts — especially football, whose viewership Read more →