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Super Bowl Commercials 2012

Paul Kalis

Just like the New York Giants, who won the Super Bowl XLVI, the big game commercials are still going strong. During the Super Bowl, each 30-second ad spot cost advertisers $3.5 million. This year, VW continued with its Star Wars theme; Honda pulled in with Matthew Broderick reprising his role as Ferris Bueller from “Ferris Bueller’s Day Off,” while Audi killed off “Twilight’s” Team Edward. Acura flew in with “Seinfeld,” while M&Ms stripped down with the debut of Ms. Brown.

Super Bowl XLVI was watched by 111.3 million viewers, just .3 million more than last year, making it the most watched TV program in U.S. history. The game posted a 47.8 overnight rating and a 71 share according to Nielsen overnight data. That’s the third-highest ever recorded. With these numbers, the marketers made some really good decisions in working with popular franchises that resonate well with viewers.

My absolute favorite ad has to be M&Ms debut of Ms. Brown, who is voiced by Vanessa Williams. The M&M spokescandy characters have been around for years. It has been a pleasure watching them grow. Besides Red, Yellow, Miss Green, Orange, and Blue, it was about time there was an addition to the lineup. There are so many other colors to choose from; their marketing possibilities are somewhat endless. I did learn something about M&Ms that I never knew before: they can strip. I hope Red didn’t hurt himself there. According to Williams, Ms. Brown opened the Museum of Chocolate in SoHo with a brown carpet event, introducing a 300-pound sculpture of herself. She’s also making an appearance on “Celebrity Apprentice” in February.

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