FoxSports.com Eyes Large SB Ad Revenues LeBron Tops All NBA Players In Jersey Sales Marketplace Roundup Samsung Releases Latest Soccer Video Seahawks' Baldwin, Thomas Building Brands Marketplace Roundup Toyota Planning Super Bowl Ad Around New Vehicle Russell Wilson Signs On With Alaska Airlines USOC Fundraiser Mittens Made In China Dale Jr. Has Top Selling NASCAR Die-Cast Cars
SBD/January 10, 2012/Marketing and Sponsorship
Skechers Replaces Kim Kardashian With Bulldog For Super Bowl Spot
Published January 10, 2012
NOT WORTH THE COST: Denny’s is not advertising in the game after promoting the restaurant chain during the '09 and '10 games. Denny's CMO Frances Allen noted the company didn’t consider buying ad time during the Super Bowl this year, saying, "If you have a purpose for being in there, it’s great. It’s the most expensive airtime and I don’t really see the ROI for it." Allen: "It’s wonderful to have your ad talked about the next day and some people get great media out of that. But we’ve got a full year to support and blowing such a huge proportion of the budget on one spot -- it’s rarely the right decision” (ADWEEK.com, 1/6).