Newswise — The adage that more is better is certainly true when it comes to Super Bowl advertisements. Companies are spending as much as $2.7 million for a 30-second television spot to capture the attention, and perhaps coax a chuckle out of the 90 million game watchers on Super Bowl Sunday. Advertisers are also supporting their television commercials with online spots in hopes of extending the experience for viewers.
Marketing expert David Allan, Ph.D., of Saint Joseph's University in Philadelphia, says advertisers flocked to the Internet in record numbers for the first time last year. "It used to make sense for advertisers to take their television audio and put it on the radio for some type of image transfer," he said. "Now the transfer is to the Internet to extend the advertising experience, and to attract a younger demographic."
Allan says that advertisers are counting on this cyber-friendly generation to create buzz around the ads and fuel Internet discussions in the days following the game. "Supporting a television campaign with online advertisements is definitely worth it," commented Allan. "In fact, it's not really a choice anymore. It's an essential part of integrated marketing communications."
At no additional cost to advertisers, sites like MySpace, YouTube, AOL, and Yahoo! have plans to post all of the commercials during and after the game, and many will feature interactive polls and live discussions. Other advertisers will be more aggressive and purchase banner ads on popular sites.
As for a prediction on who this year's advertising success story will be and who will fumble, Allan advises: "never bet against beer and sodas."
Allan's 20 years of experience in media and research resulted in his appointment to a National Association of Broadcasters (NASB) Subcommittee on Indecency following Janet Jackson's Super Bowl incident. He is also one of few scholars to receive multiple research grants from the NAB to investigate the effectiveness of radio commercial length on recall.
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