The Future of Super Bowl Ads

31 01 2010 2009 SuperBowl Ad (

The Super Bowl is one week away, and the majority of viewers are looking forward to the ads, not the football.

But this year, ads from traditional sponsors such as Pepsi and GM will be missing in action, while lesser known brands take their turn at the big stage.

This makes sense.  Ad prices dropped this year for the second time in history, making a Super Bowl spot more affordable.  And in the midst of a struggling economy, companies are assessing whether spending $3.4 million on a  30 second commercial is worth the investment.

For Pepsi and other infamous brands, it simply isn’t.  But for growing companies such as and Hyundai, the access to millions of viewers at one moment is well worth the money.

One thing to definitely count on is being directed to the internet.  Whether Anheuser Busch or E-Trade, companies are going to use their precious seconds on air to get viewers to check in online.

“The key is leveraging it beyond the game itself. More marketers are taking it to the online world,” says George Belch, who teaches sports business at San Diego State University, to Forbes.

And to get in the Super Bowl spirit, here is one of 2009’s most popular commercials.  Instead of taking the traditional route of conveying product information, Cadbury counted on its ad becoming a viral success.




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