Tuesday, January 23, 2007

Superbowl Ads Are Ready To Go

The Superbowl continues to be a marvelous spectacle for those looking to be entertained. It is known for commercials aired as much as the teams playing in it. Forget the Superbowl of champions. This is the Superbowl of commercials. And the company with the best commercial wins.

Expect to see commercials from Anheuser-Busch, Mountain Dew, E*trade.com and Go Daddy.com. However, I feel some of the more popular commercials airing February 4, 2007 will come from Doritos, Nationwide Careerbuilder.com. There is a lot of buzz pertaining to Doritos' "Crash The Superbowl" ad contest. In addition, K-Fed will be featured spoofing himself in a commercial for Nationwide. Also, Cadillac plans to run a Superbowl ad around the launch of the 2008 Cadillac Escalade. Diamond Foods will be running another commercial for Emerald Nuts this year. And finally, Careerbuilder.com is encouraging job hunters to view its ads during the big game with a series of teaser commercials. They end by saying "Watch the Careerbuilder.com ads evolve...February 4th on the big game."

But the Super Bowl continues to be among few TV events that draw a huge audience — more than 90 million last year, according to Nielsen Media Research.

"The Super Bowl still has a huge lure, and it's a great creative platform to really show off your ads," says Andy Donchin, national broadcast director at media-buying agency Carat. "It's an engaging event, and people watching the game also watch the commercials."

The graph below illustrates the popularity of the Superbowl as one of the most important sporting events. Despite being two weeks away, discussion about the Superbowl is already greater than the World Series and NBA Finals. In fact, it accounts for almost 1% of all blog mentions as of January 22, 2007. I'll make sure to take a look at these findings again after the Superbowl.

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