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Super Bowl Advertisers

February 5, 2012 by staff 

Super Bowl Advertisers, If you’re expecting to be shocked by all the Super Bowl ads, don’t hold your breath: There won’t be many surprises.

This advertisement provided by Teleflora, shows a scene from the ad with super-model Adriana Lima set to launch during Super Bowl XLVI, which will air Sunday, Feb. 5, 2012. Teleflora’s 30-second spot will debut during the game’s second quarter.

About 20 of the roughly 36 Super Bowl advertisers put their TV commercials online in the days leading up to Sunday’s broadcast. That’s a big break with tradition and up from last year when only a handful of companies released their ads before the game. Millions have already viewed Lima’s pre-released Teleflora ad. (The Associated Press)

About 20 of the roughly 36 Super Bowl advertisers put their TV commercials online before Sunday’s broadcast. That’s a major shift: It’s up from last year when only a handful of companies released their ads before the game.

Acura put out its spot showing talk show host Jay Leno zooming off in a jet pack. Actor John Stamos already can be seen getting bonked in the head in a Dannon ad. And tens of thousands have viewed Victoria’s Secret model Adriana Lima in a Teleflora commercial.

Why the flurry of pre-releases? The Super Bowl is advertisers’ biggest stage, with 111 million-plus fans expected to tune in. But after paying an average of $3.5 million for 30 seconds, advertisers are eager to stand out in the crowded field of about 70 Super Bowl commercials. Companies figure what better way to do that than to generate buzz online. But does it pay to show all your cards, err, ads?

“It’s creating ‘pre love’ for your spot,” says Greg DiNoto, chief creative officer of advertising agency Deutsch in New York. “Advertisers are creating an armed camp of habituated enthusiasts.”

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