The Fox network will air Super Bowl XLII on Feb. 3. Last year, 93.2 million viewers tuned in to watch the game and the advertisements. According to the industry magazine “Advertising Age,” Fox has gotten some marketers to pay as much as $3 million per 30-second ad to appear in the game. Thanks to the high price tag, the commercials are highly anticipated, generating almost as much hype as the game itself.
Researchers and advertising experts at The University of Texas at Austin are available to comment on advertising creativity, media strategy, consumer behavior, branding and sponsorship. Many will be available to comment on the commercials aired during Super Bowl XLII during and immediately following the game.
Dr. Neal Burns, professor of advertising
Burns is a former advertising agency entrepreneur and consumer research specialist who has conducted research on Super Bowl commercials. His expertise includes creative strategy, agency management, branding, qualitative research, consumer behavior and marketing. Burns will be watching the game and commercials and will be available for comment.
512-799-6605 – mobile
Dr. Terry Daugherty, assistant professor of advertising, director of The Media Research Lab
Daugherty directs the Media Research Lab, an academic research unit designed to conduct social science research exploring strategic, social, and technological issues involving the mass media. Expertise: advertising, media strategy, media research, consumer behavior and interactive media (Internet advertising, gaming, virtual environments, presence and media technology). Daugherty will be watching the game and commercials and will be available for comment.
512-300-3965 – mobile
Lisa Dobias, senior lecturer, Texas Media program in the Department of Advertising
Dobias is a former agency media buyer for multinational advertisers, local retail advertisers around the country and technology, business-to-business advertisers. Her expertise includes media strategy and media development.
Dr. Wei-Na Lee, professor, Texas Media program in the Department of Advertising
Her research interests include cross-cultural consumer behavior, consumer acculturation and consumer behavior in a technology-mediated environment. Expertise: market segmentation, how consumers process advertising information, ethnic and international people representation in advertisements.
Matt McCutchin, lecturer, Texas Creative program in the Department of Advertising
McCutchin is a former print and broadcast copywriter at several top advertising agencies. Expertise: advertising and culture production, the history of advertising and integrated marketing creativity. McCutchin will be watching the game and commercials and will be available for comment.
512-672-9006 – mobile
Maria Rivera, lecturer, Texas Creative program in the Department of Advertising
Rivera has worked in marketing capacities for several arts organizations and has worked as a copywriter for creative agencies in New York. She runs a freelance copywriting business while teaching courses in advertising creativity. Expertise: copywriting, creative strategy and creativity coaching. Rivera will be watching the game and commercials and will be available for comment.
512-619-2667 – mobile
Sean Thompson, lecturer, Texas Creative program in the Department of Advertising
Thompson is a former art director at one of the premier agencies in Chicago and continues to work as a freelance creative director in addition to teaching. Expertise: art direction, branding, creative strategies and broadcast commercial production. Thompson will be watching the game and commercials and will be available for comment.
512-773-5728 – mobile
For more subject matter experts, visit The University of Texas at Austin Experts Guide.