NVRC’S 2008 SUPER BOWL CAPTIONED AD RESULTS<\/p>\n
By Cheryl Heppner, 2\/4\/08 <\/p>\n
What an exciting Super Bowl game! But what a complete bummer to see
\nthe dismal results of our captioned ad survey. <\/p>\n
Sometimes there were long stretches of ads with no captions. Far too
\nmany companies still do not understand what a big audience they are
\nmissing and how many of us like to do business with companies that
\nreach out to us. With an average 30-second spot price tag of $2.7
\nmillion, a couple hundred more for captions is trivial. <\/p>\n
It’s nice to have a husband with a quick finger on the digital video
\nrecorder to help with reporting about the captions. You can thank
\nFred for his handiwork the next time you see him. Among his favorite
\nads were the speeding car\/screamin’ critters, the Clydesdale tutored
\nby the Dalmation, and the Godfather parody. Reader Pat Beech, who
\ndoesn’t normally watch the Super Bowl, sat with Jim this year and
\nkept ad notes while Jim focused the game. Pat’s notes were a great
\nhelp in checking my accuracy. <\/p>\n
Between the pre-kickoff show after 4 pm and the end of the Super Bowl
\nbroadcast, I counted 109 commercials. That doesn’t include the dozens
\nof small advertiser plugs. Some of the ads I saw may have been
\nregional placements that were not viewed by a national audience. <\/p>\n
——————————————————————————–<\/p>\n
By the Numbers <\/p>\n
Of 109 ads viewed: <\/p>\n
– 21 were captioned <\/p>\n
– 5 more weren’t captioned but had no speaking or singing <\/p>\n
– 1 wasn’t captioned but largely had the sound of a dog lapping water<\/p>\n
– 3 weren’t captioned and had no speaking but had singing <\/p>\n
– 78 were not captioned <\/p>\n
– 1 (Geico) just had a captioned “UHHHH” at the end <\/p>\n
We’re not even close to approaching the 50% mark for captioning of
\nSuper Bowl ads! <\/p>\n
I suppose it sounds silly to some other people, but even if there’s
\nno speaking or singing, I like to have captions of sound cues that
\ngive meaning to what I’m watching. I also like to have captions of
\nthe singing, or at the very least some cue about the music, such as
\nwhether it’s suspenseful or soft. Without those cues, it’s like
\nwatching something without texture and color. <\/p>\n
——————————————————————————–<\/p>\n
Honor Roll <\/p>\n
Bud Light (4 of 6 ads) <\/p>\n
Budweiser <\/p>\n
Cars.com (1 of 2 ads) <\/p>\n
Chase <\/p>\n
Coca Cola (2 of 2 ads) <\/p>\n
FedEx <\/p>\n
Ford (1 of 2 ads) <\/p>\n
GMC <\/p>\n
GoDaddy.com <\/p>\n
IceBreakers <\/p>\n
McDonalds (1 of 2 ads) <\/p>\n
Sprint <\/p>\n
Tide to Go <\/p>\n
Toyota Corolla (2 ads) <\/p>\n
White House – Office of National Drug Control Policy <\/p>\n
Honorable Mention <\/p>\n
Amp, Dell, Doritos, Gatorade and SoBe did not caption their ads, but
\nhad ads with no speaking or singing. <\/p>\n
Raspberry Roll <\/p>\n
The top honor was won hands down by Fox network, with an honorable
\nmention to all the studios advertising their movies. <\/p>\n
——————————————————————————–<\/p>\n
The Breakdown <\/p>\n
Pre-Kickoff Show <\/p>\n
1 Ford – NO <\/p>\n
2 Verizon – NO <\/p>\n
3 Overstock.com – NO <\/p>\n
4 Apple on Macbook Air – NO <\/p>\n
5 Fox (American Idol) – NO <\/p>\n
6 Columbia Pictures (Vantage Point) – NO <\/p>\n
7 McDonald’s – YES <\/p>\n
8 Sprint (Blackberry Pearl) – YES <\/p>\n
9 Ford (Sync) – YES <\/p>\n
10 Fox (Terminator) – NO <\/p>\n
11 Fox (House) – NO**but only guitar music <\/p>\n
12 NFL (Matt Hasselback) – NO <\/p>\n
After National Anthem <\/p>\n
13 Paramount (Drillbit Taylor) – NO <\/p>\n
14 Chase (secret agent) – YES <\/p>\n
15 AT&T (monkey) – NO <\/p>\n
16 Dell – NO <\/p>\n
17 Fox (Prison Break) – NO <\/p>\n
18 Fox (Pro Bowl) – NO <\/p>\n
19 Ford – NO <\/p>\n
20 Fox (postgame shows) – NO <\/p>\n
21 Troy Aikman – NO <\/p>\n
22 Ford – NO <\/p>\n
23 Bud Light (fire breathing man) – NO <\/p>\n
24 Diet Pepsi Max – NO <\/p>\n
25 Salesgenie (Indian salesman) – NO <\/p>\n
26 Fox (Terminator) – NO <\/p>\n
27 Bud Light (wine tasting) – YES <\/p>\n
28 Under Armour – NO <\/p>\n
29 Fox (House) – NO <\/p>\n
30 Bridgestone (critters screaming) – NO <\/p>\n
31 Doritos (music video) – NO <\/p>\n
32 Fox (Unhitched) – NO <\/p>\n
33 Maryland Lottery – NO <\/p>\n
34 Universal Pictures (Wanted) – NO <\/p>\n
35 Dell (Red) – NO**no speaking <\/p>\n
36 Gatorade G2 – NO <\/p>\n
37 GoDaddy.com – YES <\/p>\n
38 FedEx – YES <\/p>\n
39 Cars.com (extreme fighter) – YES <\/p>\n
40 Tide to Go – YES <\/p>\n
41 Budweiser – YES <\/p>\n
42 Paramount (Iron Man) – NO <\/p>\n
43 Toyota Corolla – YES <\/p>\n
44 Universal Pictures (Leatherheads) – NO <\/p>\n
45 Garmin GPS – NO**no speaking, but singing to music <\/p>\n
46 Career Builder (follow your heart) – NO <\/p>\n
47 SoBe Life Water – NO** no speaking <\/p>\n
48 GMC Yukon – YES <\/p>\n
49 White House Office of National Drug Control Policy – YES <\/p>\n
50 Bud Light (Carlos Mencia) – YES <\/p>\n
51 Fox (American Idol) – NO <\/p>\n
52 Disney (Narnia) – NO <\/p>\n
53 Planters.com – NO**no speaking, but singing to music <\/p>\n
54 T-Mobile (Wade\/Barkley) – NO <\/p>\n
55 Pepsi (Justin Timberlake) – NO <\/p>\n
56 Doritos (mouse trap) – NO**but no speaking <\/p>\n
57 Fox (Kitchen Kickoff) – NO <\/p>\n
58 Ford (F-Series) – NO <\/p>\n
59 Geico – NO**except for captioning “UHHHH” <\/p>\n
60 Acura (Advance) – NO <\/p>\n
61 Comcast – NO <\/p>\n
62 Constellation Energy – NO <\/p>\n
63 NFL Network – NO <\/p>\n
64 Fox (American Idol) – NO <\/p>\n
65 Fox (New Amsterdam) – NO <\/p>\n
66 Chevron – NO <\/p>\n
67 Lexus (GS) – NO <\/p>\n
68 McDonald’s – NO <\/p>\n
69 Barackobama.com – NO <\/p>\n
70 Fox (Simpsons\/King of the Hill) – NO <\/p>\n
71 Fox Sports (Daytona) – NO <\/p>\n
72 NFL – NO <\/p>\n
73 Zantac – NO <\/p>\n
74 NewLine (Semi Pro) – NO <\/p>\n
75 Claritin – NO <\/p>\n
76 Cars.com (medicine man) – NO <\/p>\n
77 Salesgenie (bamboo furniture store) – NO <\/p>\n
78 Glacau Vitaminwater – NO <\/p>\n
79 Fox (Daytona) – NO <\/p>\n
80 Bud Light (cave man) – YES <\/p>\n
81 IceBreakers – YES <\/p>\n
82 Bridgestone (Alice Cooper\/Richard Simmons) – NO <\/p>\n
83 CareerBuilder (wishing on star) – NO <\/p>\n
84 Fox (Terminator) – NO <\/p>\n
85 Hyundai – NO <\/p>\n
86 Disney (Wall) – NO <\/p>\n
87 Fox movie (Jumper) – NO <\/p>\n
88 E-Trade (baby) – NO <\/p>\n
689 Bud Light (man flying too high) – YES <\/p>\n
90 NFL (Chester Pitts) – NO <\/p>\n
91 Nissan (Murano) – NO <\/p>\n
92 Nationwide – NO <\/p>\n
93 Wachovia – NO <\/p>\n
94 Sunsilk – YES <\/p>\n
95 Coca Cola (dueling balloons) – YES <\/p>\n
96 Coca Cola (Frist\/Carville) – YES (some out of sync) <\/p>\n
97 Toyota (Sequoia) – YES <\/p>\n
98 Sony (Don’t Mess with Zohan) – NO <\/p>\n
99 Fox (Terminator) – NO <\/p>\n
100 E-Trade – NO <\/p>\n
101 Taco Bell – NO <\/p>\n
102 Gatorade – NO**only sound of dog lapping water <\/p>\n
103 Fox (House) – NO <\/p>\n
104 Bud Light (Will Ferrell) – NO <\/p>\n
105 Hyundai (Genesis) – NO <\/p>\n
106 Fox (Moment of Truth) – NO <\/p>\n
107 Victoria’s Secret – NO**no speaking, but singing <\/p>\n
108 Amp – NO**no speaking, no singing <\/p>\n
109 Fox (American Idol\/Ben Roethlisberger) – NO <\/p>\n
——————————————————————————–<\/p>\n
Miscellaneous Information and Ramblings <\/p>\n
– “Bob’s House” appeared here at approximately 4:09 eastern time,
\nprior to the time I started keeping count. <\/p>\n
– It was disappointing to see that neither of Pepsi’s ads during the
\ngame was captioned. <\/p>\n
– Though not counted here, there were numerous ads for the Pro Bowl,
\nnone of which were captioned. <\/p>\n
– Fred and I thought it was ironic that an NFL “all rights reserved”
\nad was not captioned – people could be crooks and not know it! <\/p>\n
– Budweiser and its Bud Light accounted for more than 20% of the
\ncaptioned ads, yet two Bud Light ads had no captions. <\/p>\n
– Was it just me, or were the captions in the Coke ad with Bill Frist
\nand James Carville really out of sync at first? <\/p>\n
Anybody who wants to volunteer to find contact information for these
\ncompanies, to thank them or express disappointment, we need you!
\nWe’ve got too many other projects at NVRC right now to do it! <\/p>\n
——————————————————————————–<\/p>\n
\u00a92008 by Northern Virginia Resource Center for Deaf and Hard of
\nHearing Persons (NVRC), 3951 Pender Drive, Suite 130, Fairfax, VA
\n22030; www.nvrc.org; 703-352-9055 V, 703-352-9056 TTY, 703-352-9058
\nFax. Items in this newsletter are provided for information purposes
\nonly; NVRC does not endorse products or services. You do not need
\npermission to share this information, but please be sure to credit
\nNVRC. This news service is free of charge, but donations are greatly
\nappreciated. To subscribe, unsubscribe, change your email address, or
\nreport problems, contact cheppner@nvrc.org
\n.<\/p>\n
Note from Deaf Network Team: <\/p>\n
You can watch re-run Super Bowl 2008 advertising with captioning. <\/p>\n
Go to http:\/\/deafnetwork.com\/list\/lt.php?id=ZUtVBFUCUlkdCVNVVh8BB1AE<\/p>\n
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NVRC’S 2008 SUPER BOWL CAPTIONED AD RESULTS By Cheryl Heppner, 2\/4\/08 What an exciting Super Bowl game! But what a complete bummer to see the dismal results of our captioned ad survey. Sometimes there were long stretches of ads with…<\/p>\n