What can viewers expect to see different from previous years in Super Bowl XLII advertising?
Whereas ads used to be kept top-secret until game day, marketers have discovered that the excitement and buzz generated from pre-game promotions can pay dividends by generating more brand awareness and boosting sales before the big game. This year, FOX has partnered with social networking giant MySpace as part of their advertising sales efforts. As a result, viewers will have the opportunity to watch their favorite commercials from Super Bowl XLII over the Internet at any point during and after the game. Has the record price and demand for Super Bowl ad space created added pressure for advertisers to perform? The Super Bowl is the most watched television event in the world, and has been for more than 10 years. What’s remarkable is that viewership numbers continue to grow as the rest of the media landscape fragmentizes. To marketers, the Super Bowl is increasingly the one chance to reach a mass audience. With advertising prices having reached $2.7MM for a single 30-second spot, or more
