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Why Watch The Super Bowl If The Ads Are Online?

OK, I’ll admit it, I’m not a big football fan.  Not at all. But, I AM a marketer, so I tended to watch the Super Bowl just for the ads.  Problem is, in Canada Global has the nasty habit of inserting Canadian ads in place of the US ones. But now we can watch all the Super Bowl ads pretty much as the game is happening, so I ask you… Why watch the game if the ads are online?

(Bonus Question:  Did anyone calculate what percentage of the Super Bowl ads prominently featured a URL to drive traffic to a microsite to support the ad?)


  1. Dave Delaney
    Dave Delaney February 5, 2007

    I agree with you ther.! Of course, I could be shot living in Tennessee and saying (err, typing) that I don’t watch the sport.
    Football has never caught on to me (or vice versa). However, I’ve always had a thing for creative advertising.
    I automatically felt stressed at the thought of the Super Bowl, because I was with Global last year when we relaunched the network with it’s new look on that day.

  2. Tin
    Tin February 5, 2007

    That’s exactly what I did. Interesting to see that out of all the advertisers, godaddy exploited online viewership the best by placing a youtube coupon code at the end of their digital spot.

  3. David McLachlan
    David McLachlan February 5, 2007

    I’m with you Ken.
    I once arranged to watch to the SuperBowl while travelling in Thailand. Like you I was mainly tuning in for the ads. My guest house hosts let me watch on their family’s TV at 7 in the morning.
    Sadly what we saw was the satellite feed from the States with no ads whatsoever!!! Just two minute black holes.
    I had to fake an interest in the sport to justify waking everyone up.
    Something tells me that when broadcast feeds go online, instead of satellite, geotargeting will take care of this niche market problem.
    – Dave

  4. Joy Boyson
    Joy Boyson February 5, 2007

    This is why I like to look at good advertising as a form of content in itself, rather than as the monetary packaging around ‘real’ content.
    Some do this with product placement…
    Recall, soap operas started out this way… Begun as 15-minute segments on radio in the 1930s, the presentations were affectionately named “soaps” (which later became “soap operas”), because they were sponsored by soap manufacturers, particularly Procter & Gamble.
    And the latest Bride Massive Hair Wig out by Unilever for Sunsilk… which, by the way, I knew was spin content after about 30 seconds — they all seemed so cardboard! 🙂

  5. Arieh Singer
    Arieh Singer February 5, 2007

    It’s unfortunate that the CBS website is not Firefox friendly. I tried using Safari but had no luck either. The only browser that worked was IE, on my PC no doubt. Poor form by CBS!

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