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Super Bowl advertisers line up for the big game – Kellogg professors available for interviews

Kellogg professors and students rank brands in the school’s 16th Super Bowl Ad Review

The biggest game in football is the biggest night in advertising. This year, the majority of ad spots are sold out, and brands such as Avocados from Mexico and TurboTax are estimated to be paying $5.6 million for a 30-second spot during the Super Bowl on Sunday, Feb. 2.

Leading up to, during and after the big game, Northwestern University’s Kellogg School of Management professors Derek Rucker and Tim Calkins are available to discuss topics such as:

  • What advertising trends can viewers expect this year?
  • Does the political climate impact what marketers have planned for the Super Bowl? 
  • What makes for a winning or losing Super Bowl ad?    
  • Why does a Super Bowl ad cost so much? 
  • What are some of the best and worst advertisements from past Super Bowl campaigns? 

Rucker and Calkins, both leading experts on Super Bowl advertising, along withmore than 60 students from Kellogg, will conduct the 16th consecutive Kellogg School Super Bowl Advertising Review. The students grade the advertisements in real time based on strategic criteria known as ADPLAN and produce a final ranking of the most and least effective advertisers. Viewers are encouraged to join the social media conversation using #KelloggBowl.

Rucker Derek super bowl ad expertDerek D. Rucker is the Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing at the Kellogg School. Rucker’s primary research focuses on advertising strategy and consumer behavior with an emphasis on the study of attitudes, persuasion and social influence. Rucker has been published in a number of academic journals, is the author of “Advertising Strategy” (5th edition) and is the co-founder of the Human Ecology Laboratory.

 

 

Calkins Tim super bowl ad expertTim Calkins is a clinical professor of marketing at the Kellogg School. Calkins teaches courses in marketing strategy and acts as co-academic director of the school’s branding program. He is also the author of “Defending Your Brand, How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks,” “How to Wash a Chicken: Mastering the Business Presentation” and “Breakthrough Marketing Plans.”

 

 

To schedule an interview or learn more about the Kellogg School Super Bowl Advertising Review, contact:

To learn more, visit kellogg.northwestern.edu/news-events/superbowl/.