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Nissan Takes the Local Route to the Super Bowl
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December 18, 2007
Automaker to Make Spot Buys on Fox Network Affiliates to Push Murano
NEW YORK - Nissan Motor Co. is quietly mulling a large spot
buy that would allow the automaker to run lots of local ads on various
Fox TV stations and affiliates during the Super Bowl, according to
people close to the situation.
Nissan Murano 2008
A Nissan spokeswoman said she could not "confirm anything about our
plans for the Super Bowl," but one person familiar with the matter
said the automaker is planning to advertise its Murano, a so-called
midsize crossover that pairs the driving experience of a regular car
with some of the features of a sport utility vehicle.
Avoiding the hefty price tag
The strategy is obviously designed to avoid paying the hefty
multimillion-dollar price tag associated with ads that run on network
during the Super Bowl. Ads that run on local TV stations would be
noticeably cheaper than the spots set to run on Fox, and Nissan could
still build an audience reach similar to the Super Bowl by utilizing the
tactic. TV viewers are usually unable to differentiate between an ad
that was placed on Fox's national network and one that was placed during
the minutes normally allocated each hour to the network's affiliates.
Fox has sought anywhere from $2.7 million to more than $3 million for a
30-second ad in the pigskin contest. The event has sold more briskly
than in years past, owing to an expected dearth of original content on
broadcast-TV in early 2008 because of the writers' strike. Advertisers
are also more keen on TV properties that foil use of digital video
recorders. Because it is such a communal, big-audience event, the Super
Bowl -- and the glitzy, pricey ads that interrupt it -- is usually
watched as it happens, not hours or days later. Super Bowl XLII is
slated to air Feb. 3 from Arizona. (See which marketers have already
bought time here.)
There is probably some mischief at work here, too. Marketers often like
to hitch their wagon to the Super Bowl, but make a face when they hear
how much it would cost them.
Big-game hunters
To avoid shelling out millions, some advertisers have used ads to make
allusions to the event in regular commercials that run in the weeks
before the event takes place. Using the phrase "Super Bowl"
typically requires the permission of the National Football League, which
zealously guards against outsiders who might use its trademarks without
permission. Gateway in 2004 ran an ad suggesting the Super Bowl and
other football games were good reasons to buy plasma TVs, but used the
phrase "big game" rather than the words "Super
Bowl."
Others go the spot-buying route -- and not always for financial reasons.
In 2001, for example, Diageo bought up local time during the Super Bowl
from affiliates of CBS, which broadcast the event that year, to
advertise its then-new Smirnoff Ice drink. The strategy helped the
company advertise despite a ban the broadcast networks have long
maintained on ads hawking hard liquor. It also helped Diageo do an
end-run around Anheuser-Busch, which for years has negotiated deals that
make it the exclusive malt-liquor advertiser in the Super Bowl.
Even without the Super Bowl, spot-buying strategies often bear more than
a whiff of impishness. Time Warner's Turner cable unit bought up local
ads during "E.R." on NBC affiliates in 2004 to promote its
showing of reruns of "Without a Trace." At the time, original
episodes of "Without a Trace" were running on CBS in the same
time slot, and TNT's ads reminded NBC viewers they were missing the
program because they were watching the medical drama. Upon discovering
what was going on, NBC ended up pulling TNT's ads.
http://adage.com/mediaworks/article?article_id=122692
Brian
Steinberg
Murano
is named after Murano glass, a famous variety of Venetian glass. The
elegantly sculpted glasswork from the islands of Murano near Venice is
regarded as a leader in both cutting-edge design and glassmaking
technologies. Among its other notable qualities, the glasswork is
distinguished by its appealing beauty and its handcrafted warmth. Nissan
Murano strongly reflects the spirit of Murano glass in such aspects as
its advanced styling, thoughtfully executed interior and power
performance suggestive of a sport sedan.
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