This Day On The Street
Continue to site
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

Pregame With These Super Bowl Ready Stocks

Super Bowl XLVII is here. You may be rooting for the Ravens or the 49ers, John or Jim Harbaugh. Even if you have no idea who those people are or where those teams are from, chances are you are going to pay attention to the commercials.

For major US corporations, the occasion is a super investment. A 30 second spot now costs over $3.5 million according to Nielson. That doesn't include production costs which can be even greater. On the Monday after, stock prices reflect public reactions to these pricey ads. It makes sense: A viral Doritos commercial can generate future sales for the product.

The most commonly advertised products are cars, beer, movies, chips, and soft drinks.  It's a clear reflection of what works for target consumers.  Apparently credit card and cold medicine commercials are major flops while movie trailers are only particularly effective in entertaining us.

The line between entertainment and prudent marketing can be very fine.  A commercial can move us but can it get us to buy a Jeep? Critics argue that these ads are a poor allocation of capital but the benefit of brand awareness is difficult to quantify.

Business Section: Investing Ideas

Many companies are expected to reprise their strong marketing presence in years past. Anheuser-Busch (BUD) is a regular for the Budweiser brand. Pepsico (PEP) will return to follow up on the popularity of Doritos' Super Bowl spots.  The year the brand crowdsourced its big day with a contest called Crash the Super Bowl.

Tim Calkins at Kellogg's Super Bowl Review, which grades each year's ads, highlights two brands with big bowl stakes this year. 

Ford (F) is hoping to put the Lincoln back on the map. Recent ads for the brand have featured John Slattery from "Mad Men" in attempts to gain back market share. Other carmakers with big spots include Chrysler, Toyota (TM), Honda (HMC), and Audi. General Motors (GM) is sitting out this game.

Blackberry (RIMM) has similar hopes for this Sunday. The new Blackberry 10 has had a welcome reception among reviewers but it's done nothing for the stock which slipped 29% through the week. A sleek ad and the recent appointment of Alicia Keys as Creative Director could create a much needed jolt for the brand.

Finally, Under Armour (UA) will be pushing its Baltimore roots. A victory from the Ravens can draw attention to the apparel brand. CEO Kevin Plank mades his Super Bowl prediction in a recent earnings call: "Wait, Ravens 35-33. Final prediction. Go Ravens."

Written by Kapitall's Freda Ding


Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!


DOW 18,080.14 +21.45 0.12%
S&P 500 2,117.69 +4.76 0.23%
NASDAQ 5,092.0850 +36.0220 0.71%

Partners Compare Online Brokers

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs