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article imageMBA students say Google Super Bowl ad the most effective

By Gordon K. Chan     Feb 8, 2010 in Business
Forking over a whopping $3 million for a 30-second ad during the Super Bowl, more than a dozen new advertisers competed to be champion. A panel of MBA students ranked the effectiveness of each ad, saying Google came out on top.
Two championships were being played last night in front of an audience of more than 90 million viewers: One saw a game between the Saints and Colts for football glory, and the other was for corporate brand supremacy.
The Super Bowl aired last night on CBS and the broadcast companies were charged $3 million for 30 seconds of airtime.
Audiences at home saw commercials from staple advertisers, including beer companies, car companies and Hollywood studios. However, this year there were new ads from companies such as Electronic Arts (a video game company), Qualcomm (a mobile phone company), Vizio (a television company), Focus on the Family (an advocacy group), and Google.
As Business Week reports, 40 MBA students at Northwestern University's Kellogg School of Business ranked Google's 60-second ad the most effective. The ad aired during the third quarter of the game.
Google's ad, embedded along with this article, shows the keystroke search of a man who finds love in Paris.
Despite Google's minimal visibility on regular television programming, one professor at Northwestern describes the ad as "the perfect linkage between branding and the commercial."
A full listing of commercials by quarter or company can be seen on CBS' website here.
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