Viewers watching the Super Bowl in some markets said the local TV news promos were the best commercials during the game. I loved it!!! I had to go back and watch it again!! So true!!
Millions tune in see not just the program, but the highly creative messages that advertisers pay millions for just 30 seconds of air time.
And this year’s Super Bowl had Madison Avenue’s best spots on display nationally and in addition, in some markets, the local CBS affiliates best news promos. CBS carried this year’s Super Bowl broadcast.
And some viewers thought they were the best.
That commercial was better than the game. — Mindy Shipley
This is the most enjoyable commercial shown. — Barbara Hanson
National advertisers paid as much as $150,000 a second to air a commercial in the Super Bowl. But some local CBS affiliates got to advertise their local news for free.
Like Gray’s KFVS in Cape Girardeau, Mo., whose original and creative promo shows what happens when the weather department uses a four-letter word in its forecast.
Best commercial of the night!!! — Jolene Pohlman
Best Super Bowl Commercial!!! — Cathy Wynn Chaney
I loved it!!! I had to go back and watch it again!! So true!! — Christina Cripps
Best commercial of the entire Super Bowl! — Cindy Waller Hamilton
Gray’s WOIO in Cleveland also ran a weather promo during the Super Bowl.
Here’s the rationale for the spot from Rob Weske, WOIO’s creative director:
We wanted to create a branding campaign that would be a perfect fit for Super Sunday: a fun spot touching on the aspects of a great unofficial American holiday, based on the mythology of the NFL crowning a champion — and the other big attraction of Super Sunday, the commercials.
Our 19 First Alert Weather brand has earned the Weather Rate Most Accurate Forecast designation 14 years in a row: a winning streak that even the New England Patriots can’t touch.
When a team wins big, the confetti flies, and NFL Films uses dramatic slow motion footage paired with heroic gladiator in the arena music themes to tell the story. That was the starting point for the script, and the visualization of executing the spot.
Renting special slow motion cameras, several bags of ticker tape style confetti, multiple fans, bottles of champagne and dog treats for station mascot Doppler The Dog — a nod to how cute animals are a staple of Super Bowl ads — we produced a fun, memorable spot that scored huge on digital.
The social media footprint for the campaign — showcasing more slow motion footage as well as Cleveland-centric facts from the 14 years of being named the most accurate forecasting team was nearing over a million impressions as of the morning after the game.
In Orlando, Fla., at Graham’s WKMG, J.R. VanWassenhove, the station’s marketing manager, aired a branding promo during the big game.
News 6 went all out for its commercial for the big game. Don’t miss the Getting Results movement TONIGHT right after halftime. #superbowl
Posted by News 6 WKMG / ClickOrlando on Sunday, February 3, 2019
Here’s some background from VanWassenhove:
I’m proud of playing a small role in helping re-launch this brand tonight.
A truly unique and purpose-driven brand. Our on-air Super Bowl ad was filmed with a crowd of people, each person in it is someone we got results for.
On our site, a new page went live which is intended to engage with the people we serve and make our mission clear, with branded content and practical tools that speak to our identity.
This was a team effort and I’m really pumped to share this body of exceptional work from the creative team here. Some call it a movement, we call it getting results.
In West Palm Beach, Fla., at Sinclair’s WPEC, Chrissy Funk got to clear a 60-second spot. That’s a $9 million slot that cost Funk nothing. And viewers loved it.
Great commercial. The 1 2 turn 2….Yes!!! — Barbara Hanson
This is fantastic! — Ginger Gowing Fowlkes
Very nice commercial!!! — Flora Echazarreta
KWTX, Gray’s Waco, Texas, CBS affiliate, took its airtime during the Super Bowl to remind viewers what its news operation stands for.
KWTX Super Bowl commercial.
Posted by KWTX News 10 on Sunday, February 3, 2019