Archive for January, 2014

Super Bowl

Author: admin

Among the beer, car and cereal ads during this year’s Super Bowl, you’re also going to see a spot for … a floor mat.

Automotive floor mat manufacturer WeatherTech said Friday that it had bought 30 seconds of time for a national commercial on Fox during the Super Bowl on Feb. 2.

The ad, a new spot called “You Can’t Do That,” is scheduled to run in the second quarter of the game and is being handled by Schaumburg, Ill.-based Pinnacle Advertising and Marketing, according to the company.

WeatherTech has been thinking about buying ad time during the game for the past three years, CEO and founder David MacNeil said in a statement. “With our confidence in the improving economy and the reach of over 111 million viewers that the Super Bowl coverage provides, we thought it was the right time to make the investment,” he said.

Michael Magnusson, president and CEO of Pinnacle, told Ad Age that WeatherTech hired the agency four years ago, with the objective of helping them build the business to the point where it “made marketing sense” to advertise in the Super Bowl.

The focus of the ad is not on WeatherTech products, but the brand and its founder’s belief in the importance of manufacturing in the United States, according to Mr. Magnusson. It will underscore the importance of manufacturing domestically, despite difficulties, and will showcase “the challenges a business would face when trying to manufacture here in America,” said Mr. Magnusson.

Considering that auto brands have long had a big presence in the Super Bowl, it might not be a bad idea for an auto accessories company to make its mark. Audi, Chevrolet, Hyundai, Jaguar, Toyota, Volkswagen and Kia are all slated to make appearances this year, as is auto retailer CarMax.

WEED Sales

Author: admin

Sales of recreational marijuana have been white-hot in Colorado since becoming legal on Jan. 1st, but ad sales around the new category seem to be lagging far behind. The Denver Post, which has marshaled its newsroom to cover the state’s historic shift in drug policy, has booked only two ads so far for its new marijuana-centric website. Legal, recreational marijuana is “an evolving category,” The owner of one Denver marijuana dispensary said traditional ads were hardly necessary, given the rush of customers so far and all the free publicity in the media. In nearby Boulder, the Daily Camera and Colorado Daily are still waiting for the county to allow the opening of dispensaries for recreational marijuana. Such shops are not expected to open until late February at the earliest, and the papers have seen almost no advertising from recreational marijuana since it became legal in the state. There is promising interest among readers and consumers, to be sure. The Denver Post has attracted more than 250,000 unique visitors to The Cannabist so far. Colorado and Washington state last year became the first states to legalize recreational marijuana, but sales haven’t begun in Washington yet. Dispensaries, the name for shops selling legal weed, reportedly sold more than $1 million worth of pot in Colorado on the first day that they could. The legal marijuana business nationwide is forecast to reach $2.3 billion in 2014. Colorado’s marijuana retailers are allowed to advertise statewide in newspapers and on TV and radio stations, according to regulations issued last year from the Colorado Department of Revenue. These outlets must show that no more than 30% of their audience is younger than 21. Dispensaries cannot buy ads on billboards or in other out of home venues, nor can they advertise outside the state.

Broadcasters vs. Aereo,

Author: admin

Broadcasters will get a U.S. Supreme Court hearing in their fight to stop Aereo, the company that is threatening the industry’s decades-old business model by selling live TV programming over the internet. Aereo can stream live TV to Apple’s iPhone and other devices
The justices today agreed to hear an appeal by media companies including Walt Disney Co.’s ABC, 21st Century Fox, Comcast Corp.’s NBC Universal and CBS Corp. They contend that Aereo, which is backed by Barry Diller, is violating their copyrights by using thousands of dime-sized antennas to obtain broadcast signals without paying fees.
Broadcasters say a federal appeals ruling favoring Aereo created a blueprint that might let cable and satellite providers avoid paying “retransmission” fees to carry programming. With those fees estimated to exceed $4 billion this year, some broadcast companies say they may convert to cable channels if Aereo isn’t shut down.
Aereo had joined the broadcasters in urging Supreme Court review, saying the company needs legal clarity so it can pursue plans for growth. In separate cases, two federal trial judges ruled that another company’s similar system was a copyright violation.
Litigation has “created uncertainty that undermines Aereo’s efforts to expand its footprint and further develop its business,” the New York-based company told the court. Aereo, which offers service in 10 cities, said Jan. 8 that it has raised $34 million to fund expansion.
Under its normal scheduling practices, the Supreme Court will hear arguments in April and rule by early July.

Holiday Sales

Author: admin

On the heels of the brisk last-minute shopping frenzy right before Christmas, shoppers were once again out in full force during the post-holiday sales rush, clearing retailer inventories by stocking up on items such as appliances, apparel and electronics.

In all, sales during the shortened holiday season appeared to have been decent, according to retail experts contacted last week, with big promotions during post-Christmas shopping helping retailers make way for spring merchandise. Like much of the pre-Christmas season, retailers had to pound the sales button after the holiday to get those clear shelves. Everyone was banging the sale drum hard from very early on. Consumers were shifting slightly during the holidays to buy bigger-ticket items such as appliances, furniture and cars. Small appliances sales were also a boon for some retailers during the holiday shopping spree and Crockpots and coffeemakers, woks, and healthy cooking items also seemed to do exceptionally well. Other strong categories included electronics, hand tools, video games, bedding, “affordable fashion” and toys. The top retailer winners include Macy’s, Best Buy, Target, and Walmart. During the week between Christmas and New Year’s, gift cards drove spending. The average share of total holiday spending in the form of gift cards rose to a record of 23.7%. Indeed, mobile and online shopping dominated holiday sales. Of all online sales, mobile reached 16.6% of the total, an increase of 46% from prior-year levels. Tablets, meanwhile, made up 11.5% of all online sales, more than twice that of smartphones. By category, department store online sales increased 62.8 with a 54.5 % increase in apparel sales via mobile.