Dotcoms monopolise Super Bowl ad slots

Dotcom dollars forced the average price of a 30-second Super Bowl spot up 40 per cent to a record dollars 2.2 million.

Dotcom dollars forced the average price of a 30-second Super Bowl

spot up 40 per cent to a record dollars 2.2 million.



As the most-watched television event in the US - attracting more than

125 million viewers - the Super Bowl is regarded in America as the

pinnacle of the advertising year, and as barometer of corporate

fortunes.



In recent years, beer and and car ads have dominated the Super Bowl, but

in this year’s event, which took place on 23 January, more than half the

33 advertisers were promoting websites.



William Bird, advertising analyst at Salomon Smith Barney, said this

simply presented a microcosm of what is happening across all media

markets.



He predicted that dotcom spending on traditional advertising will triple

to dollars 8 billion this year - pushing up outdoor, radio and press

rates as well as TV.



A survey of 273 people in USA Today found, however, that viewers

considered the dotcom commercials to be either too complex or too

dull.



Of the ten most popular ads shown during the event, only two were from

dotcom companies: Pets.com and Oprah Winfrey’s Oxygen Media.



LifeMinders.com, which offers a free service whereby subscribers are

e-mailed timely reminders, set out deliberately to create the worst ad

screened during the Super Bowl. It spent dollars 3 million on airtime

but only dollars 4,800 on creative. But according to the USA Today

survey, it was beaten to the bottom slot by General Motors.



According to the US research company Eisner & Associates, 7 per cent of

the Super Bowl audience tunes in just to see the ads.



’Its not just the Super Bowl of football, its the Super Bowl of

advertising,’ said Jerry Soloman, a buyer for the US agency SFM Media.



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