Superbowl Ad Blitz is Coming - Oh, and a Football Game
January 22, 2008 | 11:32 am | by t-blender |Rate It:
chicagoTribune.com: With the opportunities to reach viewers dwindling, marketers are going to be throwing a lot at you on Super Bowl Sunday. Try to remember there’s a football championship game on, too.
Before the New England Patriots-New York Giants showdown Feb. 3 on Fox, Ryan Seacrest will host a pregame show complete with red-carpet interviews of celebrities and personalities tied to in-game commercials. Paula Abdul, a judge on the network’s “American Idol,” is in talks to debut a new song during the telecast.
And advertisers have paid an average of $2.7 million for 30 seconds in which to wow the American public with their best creative efforts.
The hubbub over Super Bowl XLII is an adroit marketing effort by Fox. It is also a calculated — and expensive — gamble by advertisers, who are finding it increasingly difficult to reach audiences with their marketing messages.
Marketers have been frustrated by digital video recorders, which make it easy for viewers to skip commercials, and also by the dearth of original programming, except for reality television, because of the Writers Guild strike. The strike even canceled the Golden Globe Awards and left the fate of the Academy Awards unclear.
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