{"id":263174,"date":"2010-02-01T17:39:17","date_gmt":"2010-02-01T22:39:17","guid":{"rendered":"tag:typepad.com,2003:post-6a00d834519bc269e20120a8410f7c970b"},"modified":"2010-02-01T19:23:49","modified_gmt":"2010-02-02T00:23:49","slug":"big-stars-and-big-songs-make-for-mixed-results-in-grammys-ads","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/263174","title":{"rendered":"Big stars and big songs make for mixed results in Grammys ads"},"content":{"rendered":"<p><a href=\"http:\/\/brandmediaweek.typepad.com\/.a\/6a00d834519bc269e2012877441a25970c-pi\" style=\"float: left;\"><img decoding=\"async\" alt=\"Grammy-award\" class=\"asset asset-image at-xid-6a00d834519bc269e2012877441a25970c \" src=\"http:\/\/brandmediaweek.typepad.com\/.a\/6a00d834519bc269e2012877441a25970c-250wi\" style=\"margin: 0px 5px 5px 0px; width: 250px;\"><\/img><\/a> <\/p>\n<p>A-list stars and popular tunes might cost the big bucks, but that didn&#8217;t stop a bunch of marketers from using both in commercials that aired during Sunday night&#8217;s Grammy Awards. (Dish Network defiantly <a href=\"http:\/\/www.brandfreak.com\/2010\/02\/dish-network-ad-rips-directv-over-its-pricey-celebrity-endorsers.html\" >swam against the tide<\/a>.) A full 15 percent of the ads featured celebrity endorsements, a whopping 150 percent spike from last year, and 22 percent used pop music as a soundtrack, according to GreenLight, a licensing, talent and rights consultancy. (See its full report in PDF form <a href=\"http:\/\/www.greenlightrights.com\/blog\/wp-content\/uploads\/2010\/02\/2010_Greenlight_Ad-Gauge_Report_FINAL.pdf\" >here<\/a>.) Among the brands rubbing elbows with Hollywood and music-industry elite were Target (Black Eyed Peas, Nick Jonas, Pearl Jam), Cover Girl (Drew Barrymore) and T-Mobile (Eric Clapton). Only a few marketers, like McDonald&#8217;s and Outback Steakhouse, stuck with their own jingles. Ads cost $1 million or more during the CBS show, which pulled in 25.8 million viewers for its best-rated performance in six years. It was worth the price for Target, T-Mobile and MasterCard, says GreenLight vp David Reeder, but not so much for Ford&#8217;s Lincoln and AT&amp;T. An <em>American Idol<\/em>-inspired battle-of-the-bands ad from the former and a Luke Wilson showcase for the latter just didn&#8217;t cut it. <\/p>\n<p>\u2014Posted by T.L. Stanley<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A-list stars and popular tunes might cost the big bucks, but that didn&#8217;t stop a bunch of marketers from using both in commercials that aired during Sunday night&#8217;s Grammy Awards. (Dish Network defiantly swam against the tide.) A full 15 percent of the ads featured celebrity endorsements, a whopping 150 percent spike from last year, [&hellip;]<\/p>\n","protected":false},"author":3984,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-263174","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/263174","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/3984"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=263174"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/263174\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=263174"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=263174"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=263174"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}