About one-third of the national advertisers on Fox's
Super Bowl broadcast are buying time for the first time, and
USA TODAY's Bruce Horovitz reports, "Some want to buy
recognition. Some want to create instant brand images.
Some want to reinvent themselves. But for much of the
freshman class, it's really all about ... survival."
Richard Johnson, President & CEO of Hotjobs.com, a Super
Bowl newcomer, said his company has a "window of
opportunity" to take advantage of its Super Bowl spot: "We
make it in the next six months, or we are not the Yahoo of
the job boards" (USA TODAY, 1/29). USA TODAY's Greg Farrell
writes that the latest Super Bowl "marketing trend" for
advertisers is to "lure people on line." First-time Super
Bowl advertiser Victoria's Secret will urge viewers during
its 30-second spot to "check out its Web site." Interactive
marketing consultant Fergus O'Daly, on Victoria's Secret's
effort: "They cannot miss. Virtually every guy is going to
jump right up and be at that Web site" (USA TODAY, 1/29).
DO YOU REMEMBER? TV GUIDE ranks its "10 Best Super Bowl
Ads of All Time," with Nike's "Hare Jordan" spot from '92
taking the top spot (TV GUIDE, 1/30 issue).
