Summary: Kansas City Star marketing and advertising columnist Jennifer Mann has written a comprehensive--and interesting--story regarding Super Bowl advertisers. (Note: The head of Bernstein-Rein advertising said (2/4) in a radio interview that the Helzberg ads did not run on the Super Bowl broadcast, but were local ads.) 02-02-2008
Watch out for the Super Bowl tease By JENNIFER MANN The Kansas City Star The smart money in Super Bowl XLII isn�t only on the Pats or the Giants. It�s also on advertisers who can cleverly leverage $2.7-million-per-30-second TV spots by drawing millions of viewers online in the hours, days or even weeks after the game. At a cost of $90,000 per second, advertisers want to get as much punch as possible from the game, which last year drew an audience of 93.2 million, but also by drawing attention to their spots before and after. Indeed, stretching Super Bowl ad dollars may be even more important than usual given that the writers strike has made much of network television little more than a parade of reruns. �I think where the Internet is playing its place is by teasing people before the game, and then giving them a place to talk about it afterward,� said David Baldwin, chairman of the One Club, which presides over one of the most prestigious awards in advertising. �I think one of the most interesting things is that the consumer isn�t really making the distinction anymore between TV and viral,� he said. �They have a host of choices as to where they can go view content and don�t really think about it.� As for which ads will be memorable, there are two ways to go, �and smart players know both,� Baldwin said. �You can create ads that are relevant and engaging and simple, or you can pull your pants down. The difference is one is much more long-lasting and the other a flash in the pan.� Link to rest of story: http://www.kansascity.com/business/story/471705.html
