"The Rosenfelder Index" Measures Super Bowl Marketing


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The Super Bowl is the biggest game in our most popular sport, and its broadcasts are often as legendary as the game itself.  Accordingly, over its 42 year history, advertising during and leading up to the Super Bowl broadcast should be considered as a championship tournament as well.

Advertising and marketing show the pulse of the country in a cultural and economic way, and the idea of tabulating the results crossed the conversation while viewing a game with industry expert Jim Dunbar, and soon, I had a term for it.

The Rosenfelder Index is defined as the total price to buy every product advertised during the Super Bowl at retail.

earbender.com published the official results last year for Super Bowl XLII, and the total was $456,000. In the 90s, for example, the Rosenfelder Index would have been low due to the “internet bubble” with many ads promoting free web-based services.  As we brace ourselves for Super Bowl XLIII, amidst rumors that General Motors would pull out (and a bailout-backed  “Presented by Cadillac” tag on NFL.com), this year’s results should differ from last year to say the least.

The following predictions for this year’s Rosenfelder Index:

  • An emphasis on fuel economy as a selling point with cars
  • Social Media ads and contestss calling for interaction and promoting amongst your friends for companies like Burger King.  
  • Obama
  • chips and soda

The Rosenfelder Index shows the changes in both content and commerce, and the advertiser’s perceived value of the spots.  Who advertises, how they do it, and how effective it was has become a national pastime.

The Super Bowl is America’s greatest midway, let’s hope it stays that way!

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