Newswise — When the New England Patriots and New York Giants face off in this year's Super Bowl on Feb. 3, the game also will bring a flood of new commercials to the airwaves — but perhaps not as many as it used to.
Central Michigan University School of Broadcast and Cinematic Arts Director Peter B. Orlik believes that companies feel a decreasing need to advertise during the Super Bowl, which was long considered a necessary expense and the best forum in which to unveil new television commercials. He attributes the shift in philosophy to the expanding use of the Internet as a viable advertising medium.
A few of Orlik's initial thoughts on the subject:
* "While commercials on the Super Bowl continue to increase in price and are the subject of much popular discussion, there are indications that key advertisers are finding alternative ways of securing multiple buzz opportunities for the cost of a single Super Bowl placement."
* "The mushrooming of broadband Internet activity is further lessening the Super Bowl as a 'must have' exposure for marketers — especially those in search of young males."
* "Advertisers still buying Super Bowl broadcast placements are finding more ways to leverage this exposure via other media."
Orlik, a broadcast educator since 1966, is the founder of CMU's School of Broadcast and Cinematic Arts. He can talk about careers in electronic media; media education; and issues related to broadcast media, including political advertising, media criticism, programming and history. His industry experience includes work as an advertising copywriter, radio announcer, music director and television creative services executive. He is the author of several books on broadcasting, including "The Electronic Media: An Introduction to the Profession," "Electronic Media Criticism: Applied Perspectives," "Broadcast Cable Copywriting" and "Career Perspectives in Electronic Media." He received the Broadcast Education Association's Distinguished Education Service Award in 2001 and was inducted into the Michigan Association of Broadcasters Hall of Fame in 2003.
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