Kellogg School of Management Faculty and MBA Students to Lead Seventh Consecutive Super Bowl Advertising Review

Ad Review results ranking the most − and least − effective ads will be available immediately following the game on Sunday, Feb. 6

Jan 26, 2011, 08:00 ET from Kellogg School of Management

EVANSTON, Ill., Jan. 26, 2011 /PRNewswire/ -- Between the interceptions and touchdowns on the field, Super Bowl advertisers also engage in a competitive match every February as they aim to attract consumers through 30-second ads for $3 million each. New and perennial advertisers, such as Anheuser-Busch, Best Buy, Pizza Hut, PepsiCo, Mercedes and Audi, to name a few, have ads slated to air on game day. This year, marketing professors and students from the Kellogg School of Management at Northwestern University will discuss how these marketers are changing their strategies as the economy slowly rebounds.


For the seventh consecutive year, Kellogg marketing students will participate in the Kellogg School Super Bowl Advertising Review on Feb. 6.  Marketing faculty and students from the Kellogg Marketing Club will convene on Northwestern University's Evanston, Ill. campus to watch the Super Bowl, rate the advertisers using an academic criteria known as ADPLAN and produce a final ranking of the most – and least – successful advertisers.  Results will be available immediately following the broadcast.


Two members of the Kellogg School marketing faculty, Professors Tim Calkins and Derek D. Rucker, will lead the Review once again, serving as non-biased resources as they provide analysis and address pressing topics about how advertisers perform on television's most watched event. Among other topics, the professors can comment on the following:  

  • What are the 2011 advertising trends for the Super Bowl and what changes can viewers expect?

  • What qualities are essential in producing an effective Super Bowl ad?

  • How has digital and social media become integrated in marketers' Super Bowl advertising strategies?

  • How should marketers leverage buzz to increase ROI?

  • How does Super Bowl advertising reflect the health of the American economy?

Both professors are blogging about Super Bowl advertising with insightful commentary – please visit the blog at


Results will be available immediately following the Super Bowl broadcast via PR Newswire and e-mail. Professors Calkins and Rucker are available for comment in the weeks leading up to the Super Bowl. They are also available until midnight EST on the night of the game, Sunday, Feb. 6, 2011, and all day on Monday, Feb. 7, 2011, for interviews via e-mail, phone or in person.


Kellogg School of Management at Northwestern University

James L. Allen Center

Closed to general public.

2169 North Campus Drive

Open to media, please call ahead.

Evanston, IL 60208

More info:

To schedule an interview with Professor Calkins or Professor Rucker, or to learn more about the Kellogg School Super Bowl Advertising Review, contact Aaron Mays or Betsy Berger at the contact information below.  For more information, visit


Aaron Mays

Betsy Berger









During and immediately following the Super Bowl on Feb. 6

Land line: 847-467-0290

Mobile:  773-344-2331

SOURCE Kellogg School of Management