The Rosenfelder Index of Super Bowl XLV Advertising


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Super Bowl XLV LogoThis year’s live blog tallying the price of every item advertised during the Super Bowl, also known as The Rosenfelder Index, will commence at 6:30pm, when the Fox broadcast gets going. As with last year, I will present a spreadsheet that will update itself throughout the game to show how much we are being hit for this year as consumers.

Super Bowl XLV holds some unique developments, with social media making advance promotion and integrated marketing schemes the wave of 2011. Angry Birds, the ultra popular video game, will help promote a movie, Rio, with a special level of play unlocked during their ad. As previously mentioned, half time performers The Black Eyed Peas have a marketing scheme underlying their performance, and have released an app to debut a new agreement Will.I.Am has made with a silicon valley company.

Here is a test of the spreadsheet. Notice it includes “sector,” a popular category, time to help with search results and a spot for links to social/web participations. This is a lot to keep track of, but at least it keeps me awake for the whole game!

We should expect major activity from snack and beverage companies, and as mentioned, technology will be at the fore with devices, services and as part of “multi-channel” marketing efforts from every other sector. Hopefully we will see a return of airline and car ads which indicate economic prosperity for American businesses (in my opinion).

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