Guest blogger: RICK BOYKO
 • Rick Boyko is managing director of the VCU Adcenter.
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Sunday, Feb. 4, 2007, 6:08 p.m.
Super Bowl focus group, number 31,265,809.
Observed by, Rick Boyko Managing Director / Professor. VCU Adcenter.
February 4, 2007.
Today is the big day. Our counties cultural high-water mark, where over 200 million come together in small groups, to root for their favorite commercial. During this four-hour period, we know that historically, more beer and taco chips will be consumed as will more toilets flushed, then during any other like period throughout the year. I’m sequestered in a focus group somewhere in Orange County, California, similar to millions taking place just like it, in every city, in every state in the country. I have methodically screened my group to ensure that there are no marketing or advertising professionals. It is comprised of 11 participants, ranging in age from 17 to 84, average income $112,826.33. 5 male and 6 female. Here are their individual demographics.
Male 1 - 49 - motorcycle mechanic.
Male 2 - 55 - rehabilitation counselor.
Male 3 - 59 - state sheriff.
Male 4 - 17- high school student.
Male 5 - 65 - retired telecommunications manager.
Female 1 - 84 - retired school librarian.
Female 2 - 58 - vp of mortgage banking.
Female 3 - 48 - legal assistant.
Female 4 - 58 - housewife.
Female 5 - 17 - high school student.
Female 6 - 25 - IT administrator.
My role here is as an impartial observer reporting on this group’s response to the commercial showcase and maybe comment on the game that airs along with them. So here we go. All attendees are present and excited to begin. Kick off is 37 minutes away.
One side note, brands visible and being consumed by my group are: Bud Light, Coca-Cola and Coke Light, Dasani Water, Tostitos, Fritos, Kettle Potato Chips, Chex Mix, Planters Mixed Nuts, and Stubs Bar-B-Q sauce.
I’ll report back after the show.
5:50 p.m.
Temperature 81. As the countdown winds down, the Latin Cirque Du Soleil rip off goes unnoticed while many of the group surrounds the chips and salsa as they put their money down on the pool.
6:10 p.m.
The Colts take the field to The Who’s “Won’t be Fooled Again”, from its album, Who’s Next, while the Bears have no sound track. The group wonders why not? Team loyalties are expressed, four are routing for the Colts, seven for “Dah” Bears.
6:17 p.m.
NFL’s Chad Johnson’s pre-game spot with Martha Stewart serving at his Super Bowl Party, is well liked.
6:20 p.m.
Billy Joel sings the national anthem, out of key, in the rain, as it’s signed to the deaf, boldly.
6:21 p.m.
Pizza Hut begins the marathon along with a Ford truck coming together, both without much notice.
6:28 p.m.
Bears run the kick off back for a TD. Game over … someone yells. After the Colts first series…it may be true.
6:39 p.m.
The first real look at what we are here for: Bud Light, rock/paper/scissors gets a big laugh. The “Consumer/ Professional”- generated Doritos ad gets no response. Blockbuster Mouse is surprising and clearly the favorite, followed by Bud Light.
6:40 p.m.
“Didn’t get it.” … “Not funny” … “Waste” … can be heard after two Sierra Mist ads air.
6:48 p.m.
Manning comes back but the Colts miss the extra point. All three of the next series of ads are well liked, Toyota Truck stopping on the edge is called “insane.” FedEx office on the moon, funny, Bud Light quickie marriage, very funny.
6:50 p.m.
Colts fans have something to yell about, but one play later they don’t.
6:55 p.m.
Snickers’ “accidental kiss” is liked by all, but also grosses some out.
6:58 p.m.
Chevy quiets the crowd by using music that covers generations, Bud Light’s “don’t speak english” is much liked but the Letterman promo with Oprah is thought to be a “knockout”.
7:08 p.m.
GoDaddy.com appeals to the 17-year-old male, but not anyone else. Coke’s video game spot, while seen before by all, is well liked.
Coke, Bud Light’s rock/paper/scissors, Blockbuster and Letterman are considered the best of the first quarter. The game is not discussed. The 25-year-old IT administrator from Paso Robles, wins the pool.
7:23 p.m.
We’re back as the Chicken Wings with Stubbs barbeque sauce comes out.
7:24 p.m.
Budweiser, dalmation imposter, is well liked having several comment that Bud is on it today. Garmin “sucks” is heard in unison.
7:29 p.m.
CareerBuilder.com, “pretty good”, Doritos, grocery clerk, not funny, Chevy HHR, splits the vote of this series of commercials, males liked it but grosses out the older females.
7:34 p.m.
Colts fans begin to come back to life. The Bud slapping spot is OK, but BeatYourRisk.com “seems to have wasted a lot of money.”
7:38 p.m.
The GM, unemployed robot spot is not noticed, while the Coke Black History spot is.
7:45 p.m.
Wild Hogs movie goes unnoticed, Sprint’s connectial dysfunction gets laughs, while Motorola is thought to be ordinary.
7:50 p.m.
The Colts lose the ball, then get it back the next play, reversing what they did in the first quarter. Oh, did anyone notice it’s pouring rain in Miami?
7:51 p.m.
Lays Black History spot not liked.
7:46 p.m.
Coke Side of Life, is liked by the baby boomer set who see themselves in it.
7:50 p.m.
The second quarter ends with the Colts fans yelling at the kicker and everyone yells at the 25-year-old from Paso Robles who wins the pool again.
Dalmation Imposter from Budweiser wins the second quarter followed by Coke “Side of Life”, but most feel the game was better than the spots.
While Prince’s half time show is thought to be the best since U-2, the chili and bar-b-q sandwiches get more attention.
8:20 p.m.
The Colts get the ball. Peyton marches them down the field only to have to kick a field goal.
8:43 p.m.
E*Trade gets little notice, while Coke’s vending machine is liked.
8:44 p.m.
Bud Light gorillas funny. Revlon’s spot featuring Sheryl Crow is questioned not only for its execution, but also for whether it’s appearing in the right forum for the product.
8:47 p.m.
Rex Grossman moves the Bears in the wrong direction, much to the chagrin of the seven fans.
8:49 p.m.
Taco Bell’s lions enter the game and beat out CareerBuilders.com and Van Heusen, but someone points out they were not hard to beat.
8:54 p.m.
Toyota Tundra has everyone liking the effects. Emerald Nuts with Robert Goulet splits the room. T-Mobile with Charles Barkley gets people talking about how much they dislike him.
8:58 p.m.
FedEx, Nationwide and Bud Light are all liked, but not thought not be the best.
9:05 p.m.
Colts challenge the call and win the call while Coke’s vending machine commercial wins the quarter.
The girl from Paso Robles finally loses the pool.
9:14 p.m.
Budweiser opens the fourth quarter with a fun spot featuring crabs, followed by a Honda CR-V spot that’s not.
9:21 p.m.
The Bears throw an interception, which is returned for a touchdown. Game over is yelled by the Colts faithful. The room begins to thin as several of the group moves outdoor, leaving only six of the faithful remaining.
9:27 p.m.
The Izod spot said to be ‘stupid,” Bud Select digital football with Don Shula and Jay Z is OK.
9:29 p.m.
Grossman throws yet another interception and with 10 minutes left in the game, someone sings, “Turn out the lights, the party’s over.”
9:34 p.m.
Flomax, and two other spots go completely unnoticed.
9:40 p.m.
With the game becoming a run-away, interest from the group is sporadic.
9:42 p.m.
CareerBuilder.com continues to miss the mark for most of the group.
9:47 p.m.
The group from outside returns to witness the end, and to not miss participating in the vote for the best ad.
9:55 p.m.
Two minute warning. Honda runs a fuel-efficient spot that is ordinary. GoDaddy makes the 17-year-old male happy again, Snapple green tea misses, as NFL consumer-generated spot doesn’t.
9:56 p.m.
With the game all but over, discussions and debate, for the best ad, and the winner of the pool begin. In a great game, the Colts are victorious, finally getting the monkey off their back.
The 65-year-old retired telecommunications manager wins the pool. And the group concludes that there was no clear advertising winner, Coke, as a group, slightly beat out Budweiser.
Wait until next year …
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