What can viewers expect to see different from previous years in Super Bowl XLIII advertising?
Certainly the economy is a major factor in Super Bowl advertising this year. Spots are selling slower than in previous years, and bigger players like FedEx, GM and Salesgenie.com are sitting out this game. At the same time, many perennial advertisers will be back, including Anheuser-Busch, Godaddy.com and Careerbuilder.com, as well as the highly anticipated return of Monster.com. Although consumers this year are experiencing significant uneasiness with the financial crisis and high unemployment rates, the Super Bowl is the biggest event of the year, and many consumers are even more excited about the commercials than the game itself. Marketers have found that the excitement and buzz generated from pre-game promotion, combined with online marketing components and the integration of social media, can make a big impact on brand awareness and sales before and after the big game.
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