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Advertisers scurry for Super Bowl spot

Advertisers scurry for Super Bowl spot
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First Published: Wed, Jan 30 2008. 11 49 PM IST

Gearing up: A New York Giants player taking a walk at the University of Phoenix Stadium, Arizona, ahead of Sunday’s Super Bowl XLII.
Gearing up: A New York Giants player taking a walk at the University of Phoenix Stadium, Arizona, ahead of Sunday’s Super Bowl XLII.
Updated: Wed, Jan 30 2008. 11 49 PM IST
Austin, Texas: The Perfect New England Patriots could squash the New York Giants, or the Giants could score an upset victory on Sunday. Whatever the outcome, Super Bowl fans might remember the Victoria’s Secret ad or Justin Timberlake touting Pepsi more come Monday morning. Surveys of past Super Bowl viewers have found about 35% of men and nearly 70% of women enjoy the game-day ads more than the game.
Gearing up: A New York Giants player taking a walk at the University of Phoenix Stadium, Arizona, ahead of Sunday’s Super Bowl XLII.
Fox’s telecast of Super Bowl XLII is expected to attract 142 million viewers. And advertisers, forking more than $3 million (Rs11.82 crore) for a 30-second spot (that’s $100,000 per second, folks) will push every ounce of creative energy into hawking their products.
“Although the amount of fragmentation in the media world is up dramatically, ratings for the Super Bowl have remained strong,” said Tim Calkins, professor of marketing at Northwestern University’s Kellogg School of Management. “That makes it unique— and especially this year, because of the writers strike. There are fewer new shows, the Golden Globes went up in smoke and there’s a question about what will happen to the Oscars. So, the Super Bowl is basically the only place where advertisers can go right now to reach a mass audience.”
What exactly will we be talking about on Monday morning? Many sponsors like to keep their Super Bowl spots a big secret. They want the ads to stir up anticipation and make a splash on the air, so they keep them under wraps until the big day.
We do know that the Victoria’s Secret spot, the first Super Bowl ad from the lingerie company since 1999, will run during the second half of the game. And Dell Inc. has bought its first Super Bowl spot, scheduled to air in the last break of the first quarter, to tout its new bright-red computers. Budweiser has bought seven (yes, seven) spots for Bud and Bud Light. Sunsilk hair products allegedly will feature spots with Madonna, Shakira and Marilyn Monroe; Audi has a 60-second spot with a Godfather theme; Pepsi also has a unique silent 60-second spot in the pre-game show, with two deaf guys signing; eight movies will be promoted (Fox films, no doubt); and Bridgestone will put Alice Cooper and Richard Simmons together to sell tyres.
©2008/Cox News Service
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First Published: Wed, Jan 30 2008. 11 49 PM IST
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