SBD/Issue 179/Sponsorships, Advertising & Marketing

Some Believe More Advertisers Will Return To Super Bowl In '11


With marketers' "insight into their finances more clear this year," there is hope that a "more venerated class of advertiser will return" to the Super Bowl, according to Brian Steinberg of AD AGE. Fox President of Ad Sales Jon Nesvig, whose network will broadcast Super Bowl XLV, said, "You will see a number of people back in the Super Bowl that you haven't seen in a few years." Steinberg noted with the "economy flailing in recent years, the caliber of marketer and marketing in the Super Bowl has declined." FedEx and GM have been "gone for the last two airings," while newcomers like Cash4Gold, HomeAway and Skechers have bought ad time. MPG VP & Account Dir Jeff Gagne said, "Some of the categories that have supported the NFL that have had some tough luck in the past year are coming back strong. I don't know if the market as a whole is moving, but those key positions (in broadcasts) are moving well in advance of previous years."  However, Steinberg reported it is unclear how much "of the current interest in football's regular season will persist when it comes to more expensive playoff games, much less the unique -- and uniquely costly -- event that is the Super Bowl." One ad exec said, "The automotive category seems to be back in full force. Whether those conversations carry through from the regular season to post-season, I think, is still to be determined." The exec added, "I'm sure Fox is dealing with a totally different marketplace than CBS had to last year" (, 5/26).

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