As was the case last year, advertising sales for the Super Bowl XXXVII broadcast are a bit sluggish, according to John Antil, associate professor in the Alfred Lerner College of Business and Economics at the University of Delaware. Antil is an expert in sports marketing, specifically advertising during the NFL championship game.
As of the middle of January, there were as many as 10 advertising slots left, all likely in the second half, Antil said.
The reported average cost-$2.2 million per 30-second spot-is up by about 15 percent from last year, he said, but the high cost is not likely the only reason many companies are reluctant to buy time. Antil explained that Super Bowl ads have become a "high risk" undertaking that many companies are unwilling to bear.
"As the only television broadcast in which viewers actually want to see and evaluate the ads, each sponsor risks showing an ad that will be considered lousy and ridiculed by 130 million viewers," Antil said.
Antil predicted a return to creativity and humor for the 2003 Super Bowl, which will be played Sunday, Jan. 26, in San Diego. "Unlike last year, the chances are we will see several humorous and entertaining ads," he said. "In 2002, due to uncertainties caused by the Sept. 11 attacks, many advertisers felt being conservative was prudent. This year, however, the competition for the best ads should be intense."
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