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University of Iowa News Release

Jan. 29, 2004

UI Marketing Students To Rate Super Bowl Ads

Some people will be watching the Super Bowl this Sunday because it's a match between the best teams in the National Football League. But a group of University of Iowa marketing students will be paying close attention to the often zany commercials aired during the game.

About 20 marketing students in the Tippie School of Management's MBA program will rate the ads as part of a survey organized by Baba Shiv, an associate professor in the UI department of marketing. Shiv uses the survey as a teaching tool in his graduate Advertising and Promotion Strategy class. In the days following the game, Shiv will discuss results in class and with the Graduate Marketing Association.

The student panel will gather at an Iowa City home to watch the Super Bowl and rate the ads, saying which were the best and worst ads from both an entertainment standpoint and a business standpoint. Students will call or email Shiv the evaluations after the game, and he will tally the results.

Shiv, who has been doing the Super Bowl ad rankings since 1998, uses a formula to calculate the effectiveness of the ad given the potential target market among Super Bowl viewers and the firm's communications objectives divided by the cost of the 30-second spot.

"This survey is done in much the same way the average viewer sees the Super Bowl, from their living room. The ads are part of the spectacle of the game and provide entertainment for the fans," Shiv said. "But with this survey, we're taking it a step further and asking students to consider if the ad reinforces the company brand. Millions of dollars are spent on advertising during the Super Bowl and we're asking if it's well spent."

STORY SOURCE: University News Service, 300 Plaza Centre One, Iowa City, Iowa 52242-2500

MEDIA CONTACT: George McCrory, 319-384-0012 (office), 319-643-4227 (home) 319-530-9369 (cell),

OTHER INFORMATION: Shiv may be contacted at 319-353-2605 (at the Tippie College) or 319-321-1731 (cell) during and after the Super Bowl about the Super Bowl ad survey; results are expected to be available shortly after the game. Reporters can also interview marketing students gathered at the home of Eric Julstrom, 1621 Gryn Drive in Iowa City Sunday evening starting at about 5 p.m.