Saturday, February 10, 2007

Super Bowl Sees Changing Media

The evolution of media is inevitable. Jukebox-sized radios have turned into flat-panel televisions and extinct cassette tapes have been replaced by compact discs and now MP3s. In an age of high-tech ‘this’ and wireless ‘thats’, it’s no wonder why advertisers are reorganizing their budgets to include interactive media, like the Internet.

A study conducted by the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP found that the 2006 third-quarter Internet advertising revenues reached an all-time high – a record-setting $4.2 billion and 33 percent higher than last year during the same period. The study’s results reflect the continual growth of Internet advertising budgets and advertisers’ craze over the versatile medium.

Each year, the Super Bowl attracts millions of viewers – some for the gridiron football, others for the 30 second, $2.5 million commercials. For companies that choose to participate in the three-hour extravaganza, the advertising possibilities are endless. Some companies opt for half-time show sponsorships, promotional events or digitally-imposed banners that appear on viewers’ screens. Still, some continue with the traditional commercial, which takes on a Cinderella-type transformation from an annoying program interruption to water cooler and blogger hot topics.

Increased focus on the Super Bowl’s highly anticipated commercials appeal to more than just pig-skin lovers and lead advertisers to do the same. Anheuser-Busch, who usually purchases most of the Super Bowl’s ad spots, launched “BUD.TV” ( The web-based entertainment network featured the company’s Super Bowl beer ads alongside sporting events, user-generated content, and other consumer-customized entertainment. This year, Anheuser-Busch allocated 10 percent of its $600 million annual advertising budget to online advertising. Other online video streamers, like “” (, made Super Bowl commercials available at the click of a mouse shortly after their premier.

Even some of the biggest advertising spenders used the Internet to aid their advertising efforts. PepsiCo’s Frito-Lay division held a contest asking people to submit their amateur Super Bowl commercials online, the best of which was aired during the game. In addition, there is a growing trend of companies using commercial ads as springboards to direct viewers online. VH-1’s “V-spot” ( and Burger King’s “Subservient Chicken” ( and the “Whopperettes” ( offer entertainment long after the program or commercial is over.

So, as you log onto “BUD.TV”, here’s some food for thought…….
Was there a noticeable transition from television to Internet in the 2007 Super Bowl? How do companies use the Internet to their advantage/disadvantage?
How do you think the exorbitant costs of airtime and increased interest in interactive media will affect advertising meccas like the Super Bowl?
Will online advertising take over, or is the commercial still king of Super Bowls to come?

See Frito-Lay YouTube Commercial -

Reference Articles -
Internet Advertising Revenues Surpass $4 Billion for Q3 -
Anheuser-Busch to launch Bud.TV -


Anonymous said...

I agree that the Internet has become a huge force in the advertising universe, but I also feel that you can never replace the generated interest you get from the public when they see ads during the Super Bowl. Personally, I didn't watch the Super Bowl this year, but I did tune in for some of the commercials. I think a lot of people, especially women who aren't necessarily interested in the game, watch just for the ads. Plus, there is still so much hype around Super Bowl ads every year that I don't see a big drop in the use of this advertising method.

It is very important for companies to recognize the growth of the Internet in terms of reaching their target public, especially if they are younger individuals. The internet will continue to be a huge source of power for companies that want to get their product out there or spread their message.

No one can really lose either way they go. I think incorporating Internet along with TV advertising would result in the most successful absorption of a message.

LG_gator said...

I don't think the transition to using the internet so heavily just happened this year, it happened over time as we became more computer-savvy as a culture. Since we are spending so much time online, it only makes sense for companies to reach out to us here also. The internet also is a good way to distinguish between passive and active viewers through website hits.

That said, I doubt TV commercials will completely die out any time soon. Tivo is certainly having an impact on day-to-day television but the Super Bowl is known for its entertaining commercials. That reputation may change if their commercials are deemed boring and uninteresting for several years but advertisers have a vested interest in making sure that never happens.