Disappointed that the BDA did not purchase Superbowl time

[MerrickG]

For all the criticism that Toshiba marketting takes they make a very smart (albiet ultimately futile) decision and purchase ad time for the superbowl.

How is it that the BDA can pass up an opportunity like that? This was a HUGE chance to get the message out about Warner and sales, but no "they werent ready" for a superbowl caliber ad.

This is disappointing because all this does create more uninformed customers who are going to pick up HD-DVD players at the firesale prices.

My question is:
Dumb move for the BDA or not?

[haushausman]

I say no. This war's done. Why spend 2.6 million for a 30 sec spot?

And if you disagree that it's not done, watch Toshiba and how they will have zero ads as well. They realize it's a waste at this point as well.

[tiger roach]

I think a Superbowl add is not a great idea for high-def media at all. Those ads are way to high-profile, and are expected to be totally mind-blowingly funny, creative, etc. The next day everyone will be talking about the amazing Bud and Coke ads, and, "WTF was that HD-DVD crap about? Were they serious?"

[MerrickG]

Originally Posted by haushausman

I say no. This war's done. Why spend 2.6 million for a 30 sec spot?

And if you disagree that it's not done, watch Toshiba and how they will have zero ads as well. They realize it's a waste at this point as well.

To help force Paramount and Universal's hand!!! 2.6 million is probably way cheaper than what it would cost to pay those studios off.

[galperi1]

Originally Posted by merrick97

To help force Paramount and Universal's hand!!! 2.6 million is probably way cheaper than what it would cost to pay those studios off.

3 things come to mind

1) That money was better spent on deals where if you bought a HDTV over these past couple weeks you get a Blu-Ray Player for free (VERY smart move on the BDA's part). It's a hard sell for HD-DVD to say you need another player on top of the one you just got for free.

2) While the BDA itself does not have an advertisement. I would not be surprised to see a couple ads from BDA members such as Sony, Disney and maybe some other members.

3) Retailers will choose for Paramount Universal. When they stop purchasing and stocking catalog titles and only buy day and date (and even then, much more limited supplies) they will come begging to the BDA to give them access to the 80% marketshare they are missing out on.

[CptGreedle]

Overpriced commercial space that no longer has the impact it once had. Sure one time it used to really help companies, but lately, the price and the value are two different things, and it has not been worth the price they have been paying for these things.
Besides, it's another $2.7 million down the toilet for HD DVD which will not make $2.7 million from it. Why should Blu-ray add a commercial here for that much when they can just ignore it and let the fact that Blu-ray has won do the advertising for them?

[w_tanoto]

naturally disappointed. I don't regard format war is over until one of them (uni or para) switched side.

does sony and other BD manufacturer place ads on their HDTV? Some of them, I believe, are bundled with BD player

[davidPS3]

I agree with the comments on why advertise and spend the money on the super bowl. Does anyone here watch "Adult Swim" on late night TV. Ton's of PS3 ads running every other night.

[TigerShark]

My question is why would BDA need to pay for a time slot? Is FOX not part of BDA? Could they not do it for free, considering they should be supporting their own format?

[xwingsct]

why waste money. BD is already won.

[SGRSBSKIER]

There was an article last week or the week before that said Fox had sold all of the 30 second spots by the end of November except one which they are asking $3 million for it and its a slot in the second half and is not the first in a pod (which I assume means other commercials will be before that slot when it airs). Now I do not know if they have sold it yet, that could have been the Toshiba commercial, but if its not and they do not sell it, it will probably have something to do with Fox.

The BDA has been advertising during the playoffs, which many HDTV's are sold for the Superbowl so people have it in their mind to pick up a BD player as well.

[haushausman]

Originally Posted by merrick97

To help force Paramount and Universal's hand!!! 2.6 million is probably way cheaper than what it would cost to pay those studios off.

They'll come, patience Daniel Son.

No force feeding necessary. They see the millions being made off Blu-ray and the huge sales month after month. You don't have to force feed someone who's hungry.

[Slapper]

Not disappointed. The format war is over. The money spent on a Super Bowl ad would be better used in their regular advertising campaigns. The market is really not there for advertising at the highest cost level, IMO.

[Slec]

The BDA did not, but what about Sony for the PS3? Some of their new commercials ARE Blu-Ray commercials... Any one know?

[Caligula]

Will boo at hd dvd commerical and think how much people will say samething? millions will and toshiba is doomed! I wished BDA would had invested into humor superbowl tv commerical like blue team kicking red team's ass and say blu is the future!

[japuva]

The most watched television program of the year. That would be a great time to put a final nail in the coffin.

[Pellaeon]

I have posted this elsewhere. But initially yeah I was thinking what the hell is the BDA doing!

Then I gave it a little more thought. Now that Warner has switched, retail in general is backing Blu Ray. After those folks (those who weren’t in a drunken stupor) see that commercial and go into a store to buy an HD-DVD player they will run into the retail sales guy. That guy will hopefully know his stuff and tell them the pros and cons of Blu vs HD-DVD. This commercial will in effect become an HDM commercial, which will wind up bringing some BLU sales into the mix also, maybe even more than HD-DVD.

I am really surprised Toshiba would do this! It has real potential to backfire in 2.6 million ways.

[Slapper]

Originally Posted by Pellaeon

I have posted this elsewhere. But initially yeah I was thinking what the hell is the BDA doing!

Then I gave it a little more thought. Now that Warner has switched, retail in general is backing Blu Ray. After those folks (those who weren’t in a drunken stupor) see that commercial and go into a store to buy an HD-DVD player they will run into the retail sales guy. That guy will hopefully know his stuff and tell them the pros and cons of Blu vs HD-DVD. This commercial will in effect become an HDM commercial, which will wind up bringing some BLU sales into the mix also, maybe even more than HD-DVD.

I am really surprised Toshiba would do this!

These ads are planned out way ahead of time - before the Warner Blu exclusive announcement. I'm sure Toshiba had no inkling of what Warner had planned or they wouldn't have flushed this money down the toilet.

[Clark Kent]

Originally Posted by Slapper

These ads are planned out way ahead of time - before the Warner Blu exclusive announcement. I'm sure Toshiba had no inkling of what Warner had planned or they wouldn't have flushed this money down the toilet.

+1

Toshiba got blindsided by the Warner decision. Their hasty pulling of the HD DVD keynote at CES and this Superbowl ad show that Toshiba had no idea Warner was going to do what it did. This ad was planned long ago and now is approximately three million down the drain for a format that is dead. If Toshiba even thought for a moment that Warner was going to drop them they would have never made this ad buy.

This would not have been a good use of money for the BDA. Doubtful that a 30 second commercial about a new HD format would really stick out among the wonderfully creative commercials that populate the Superbowl.

[terjeber]

Originally Posted by Pellaeon

After those folks (those who weren’t in a drunken stupor) see that commercial and go into a store to buy an HD-DVD player they will run into the retail sales guy. That guy will hopefully know his stuff

People don't go straight from watching a TV commercial to buying a product. Particularly if the investment is moderately high (above $200 or so). Also, most people barely remember the product name or anything else after watching a single commercial. What they will "remember" is that there is a HD disk format out there that they can buy for their newly (about 2.4 million HD TVs will be sold for this years Superbowl) acquired HDTV. They will ask around, most people know a geek or two. They will go to CC and BB and look around. There will be little or no HD DVDs around, and they will buy Blu.

If the BDA wants to sell stuff, they should do it every weekend for a couple of weeks after Superbowl. Ads that basically say something like (if there is a good HD DVD ad during Superbowl) "Did you see the Superbowl ad about the Hig Def replacement of DVDs? Come try out Blu-Ray this weekend."

BDA will capitalize on the Tosh investment. Not Tosh.