Does RadioShack's Splashy Super Bowl Spot Even Matter?

RadioShack (NYSE: RSH  ) was one of many companies participating in last night's "Ad Bowl," the unofficial contest among businesses vying for consumers' attention during the Super Bowl. The electronics retailer hit it big, according to USA Today's ad meter results, with its "Phone Call" spot ranking as consumers' fifth favorite commercial overall. Investors likewise embraced the ad from RadioShack, sending share upward today.

However, one cute commercial appealing to '80s nostalgia does not a viable business model make, argues Motley Fool analyst Jason Moser. The bottom line remains that RadioShack is suffering at the hands of giants like Wal-Mart and Amazon, as the electronics retailer has neither products nor services that differentiate it from them. Jason believes this splashy commercial shouldn't change anyone's mind about RadioShack's ongoing struggle.

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  • Report this Comment On February 03, 2014, at 9:33 PM, neamakri wrote:

    IMHO this will give RSH a 2% boost for a little while. However, since they are not changing their business model it means nothing. This little boost will disappear.

    I worked at Radio Shack in the 80's; they had the business mindset from the 60's. This TV ad shows they are still 20 years behind.

    I state that the only thing keeping them solvent is cellphone residuals. Without that, kaput!

    Most Fools agree, as evidenced by the one star rating.

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