Population Statistic: Read. React. Repeat.
Monday, January 12, 2021

cornered
Here’s a turn of the phrase you don’t hear very often (at least I don’t):

Versus NHL studio host Bill Patrick led into tonight’s Detroit at Dallas game by declaring one of the Stars players (can’t remember who) as being:

“…hotter than the four corners of Hell!”

I guess that’s pretty hot. I didn’t even know Hell had four corners…

by Costa Tsiokos, Mon 01/12/2021 08:34:17 PM
Category: Hockey, TV, Wordsmithing
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To promote the antisocially-oriented Angry Whopper, Burger King is encouraging overt meanspiritedness among the Facebook crowd by offering up a free Whopper for every 10 people you de-friend.

But what to do if you don’t want to thin out your cherished collection of “friends” — particularly when they’ll be pointedly informed of the dis — yet you still crave that free burger? Simple: Via Craigslist, you solicit new Facebook friendships, solely for the purpose of de-friending them immediately.

Hello! I’m a 24 SWF and I’m looking to add some friends on facebook.

Here are the criteria:

1) You must have a facebook account.
2) You must be my friend without ever meeting me. I think it’s kinda weird to meet people from over the internet IRL, so I’d much rather just talk to you over AIM or email or something.
3) You must be okay with me sacrificing your facebook friendship for a Whopper.

Thanks for your interest!

Wonderfully cynical, and simultaneously devaluing both online relationships and marketing affinity. Ironically fulfilling the concept behind the aggressively ornery meat-flavored sandwich. Well done, even.

by Costa Tsiokos, Mon 01/12/2021 08:12:18 PM
Category: Advert./Mktg., Food, Internet, Society
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$3-mil bowl
It’s a landmark of sorts: This year’s Super Bowl (XLII for all you Romans out there) will feature ad spots that cost an average of $3 million per 30 seconds to air on NBC. (That’s just the airtime — add in the costs of making the actual TV commercials and you arrive at a healthy chunk of change.)

And yes, Great Recession or no, it’s totally worth it:

Some 97.5 million people tuned into the game last year, according to the Nielsen Company. Only the World Cup can compete in terms of size and scope, but that’s for a different type of “football” that doesn’t generate much excitement among Americans.

“The Super Bowl is completely unique in its ability to reach everybody at the same time,” said Tim Calkins, marketing professor of the Kellogg Super Bowl Advertising Review. “There’s nothing else that’s even close.”…

“What makes the Super Bowl unique is that this is the one time every year where, instead of complaining about advertising, we celebrate advertising,” said Peter Blackshaw, chief marketing officer for Nielsen Buzz Metrics. “You can’t really beat the reach and you don’t have to worry about people flipping on the DVR fast forward button, because people like to watch the ads.”

That’s why the tab keeps going up every year, and dramatically so: Only four years ago, the $2.4 million pricetag for Super Bowl XXXIX seems like a relative bargain. For more ways than one, as I laid out:

But consider the context: The television universe has splintered into a million segment over the past twenty years. Once upon a time, the big three networks drew 90 percent of the viewing audience, because there was practically no alternative to them. Accordingly, the value of advertising to that audience was relatively small.

Now, with hundreds of channels to choose from (not to mention other media), it’s harder than ever to attract a massive number of viewers to any one broadcast on any one channel. The Super Bowl is one of those rare events that can deliver a truly mass audience; that’s why it commands the big bucks.

Because it’s so much harder to pull that audience in, the value of getting in front of those eyeballs has exploded exponentially, even if the raw number of viewers hasn’t increased at the same pace. In essence, an audience of some 90 million in 2005 is worth a lot more than an audience of 90 million in, say, 1980.

Put it all together, and there’s just no more sure-fire guaranteed exposure in the advertising landscape — and attentive exposure, at that. As nebulous as advertising targeting is, with the infamous “wasted half” of budgets still a concern, this is one of the few media vehicles that allays those fears.

And that’s proven out by the near-sellout of inventory that NBC already boasts, three weeks ahead of the February 1st kickoff. A couple of high-profile Super Bowl mainstays have bowed out — notably FedEx — but overall it’s big-business as usual. (And I suspect FedEx is using this opt-out year as a test case, to see how much their business does or doesn’t suffer from the move.)

by Costa Tsiokos, Mon 01/12/2021 12:37:02 PM
Category: Advert./Mktg., Football, TV
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Another fun-funny anecdote from NYT’s Metropolitan Diary, this time managing to mix public grammar-fouls with equine backdrop:

After walking along Central Park South, admiring the carriage horses, I stopped for a snack from a street cart on Broadway near 58th Street.

Then I noticed that one of the choices on the cart’s sign was “Filly cheese steak.” I glanced warily back uptown toward the horses and resumed walking.

Silly, of course. Everyone knows that the only street-meat you need to be wary of is the hotdog…

by Costa Tsiokos, Mon 01/12/2021 11:19:05 AM
Category: Comedy, Food, New Yorkin', Wordsmithing
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