Best Buy Realigns Media Mix with Super Bowl TV Investment

Geoffrey Precourt

"Retailers don't do Super Bowl ads," according to Barry Judge, evp/cmo of Best Buy, America's largest consumer-electronics retailer.

But, come Super Sunday, there was the unlikely pairing of Ozzy Osbourne and Justin Bieber – outfitted in futuristic astronaut uniforms – chaotically recording the march of technology and touting a Best Buy initiative that allows consumers to exchange merchandise to keep abreast of technology.

Best Buy Ozzy Osbourne and Justin Bieber

What happened to the marketer that had taken home the Titanium Grand Prix at Cannes for the best use of social media?

"While Best Buy gained market share in 2009 and 2010, our revenue share declined sharply," Judge explained to an audience at the Association of National Advertisers' annual TV & Everything Video conference. The cause was the performance of and Apple, whose combined share of the consumer electronics marketplace has risen steadily from 7.4% in 2008 to 10.6% last year.