Annual Super Bowl Advertising Review with Tim Calkins

Date and Time
Wednesday, February 10, 2016
7:30am— 9:00am
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The University Club

Join Tim Calkins for a look at the highs and lows of the Super Bowl 50 advertising. Who did well? Who missed? And what does all this mean for business leaders?


Super Bowl 50 Advertising Review
with Tim Calkins 
Wednesday, February 10, 2016
7:30 a.m. – 9:00 a.m.
The University Club
76 East Monroe St., Chicago, IL 60603
Northwestern Room

The 2016 Super Bowl promises to be another remarkable marketing event, featuring many of the best advertisers in the world. This year, companies are paying about $5 million for each 30 second spot.

Fun fact - A thirty second commercial cost about $40,000 during the first Super Bowl in 1967.   
For advertisers, it's no longer just about their ads being the talk of the office water-cooler on Super Bowl Monday. 
With more than 500,000 video shares being tracked every 24 hours, the real opportunity is online, where their ads will be talked about and shared before, during and way after the big game. 
An example is the most shared ad from the 2013 Super Bowl Ad, Budweiser's Brotherhood. According to Unruly, it has accumulated 15.6 million views and over 2.74 million online video shares so far – extending its audience long after the Big Game aired way back on February 3, 2013.  

Why are shares important? The shares these ads earn are invaluable. Nielsen and McKinsey both found word-of-mouth and advocacy to be the most trusted form of advertising and a format that directly drives sales. 

How should brands make the most of this unique opportunity?

Join Tim Calkins for a look at the highs and lows of the Super Bowl 50 advertising. Who did well?  Who missed? And what does all this mean for business leaders today?
About Our Speaker 
Tim Calkins is clinical professor of marketing at Northwestern University’s Kellogg School of Management.  He is the author of Breakthrough Marketing Plans and co-editor of Kellogg on Branding. Tim teaches marketing strategy, branding and biomedical marketing. Tim is a widely cited expert on marketing issues; he has been quoted in all the major newspapers and appeared on CBS, ABC, NBC, Fox and other major media outlets. He has led the Kellogg Super Bowl Advertising Review for the past seven years.
Tim began his career at Booz Allen and Hamilton and spent 11 years in marketing at Kraft Foods. He started teaching at Kellogg in 1998. In 2006 Tim received the Lawrence G. Lavengood Outstanding Professor of the Year Award, the top teaching award at the Kellogg School of Management. Tim received his B.A. from Yale before attending HBS.


DATE: Wednesday, February 10, 2016

TIME7:30 - 9:00 am

LOCATION: University Club

76 E. Monroe St., Northwestern Room

Chicago 60603


Plated Breakfast Service included. Please choose from one of the following:

  • Midwest Breakfast -eggs, bacon & sausage, potatoes, pastries
  • Midwest Breakfast (non-pork) - eggs, turkey sausage, potatoes, pastries
  • Fruit Plate Breakfast - fruit plate, pastries



Reservations will be held at the door.


$25 HBSCC Patron Members

$25 Patron & 1 Guest Pass Members (additional guests only $55)

$45 Wharton Club of Chicago

$65 Non-members of HBSCC and their guests

PARKING IS ADDITIONAL: Valet Parking is available at UCCO for $25. Self-parking is available at nearby garages. 

CANCELLATION POLICY Absolutely no cancellations after 4:00pm on Friday, February 5th, or the attendee who made the reservation will be charged, regardless of participation, due to costs associated with the reservation.

Click Here to Register! 

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