LONDON (Brand Republic) - The dotcom gloom is reflected in this year鈥檚 line-up of advertisers for the US鈥檚 Super Bowl XXXV, to be broadcast on January 28 on CBS.
Only three dotcom companies are likely to be among the 36 or so advertisers which pay an estimated $2.3m-$2.4m for each 30 seconds of commercial airtime. This compares with 17 dotcom advertisers last year, when dotcom marketing budgets and share prices were much healthier.
The three companies that have signed up with Viacom-owned CBS are the E*Trade Group, Hotjobs.com and the Monster.com unit of TMP Worldwide. They will be rubbing shoulders with traditional advertisers, including some Super Bowl regulars such as MasterCard International. MasterCard stayed away last year, ironically fearing a dotcom glut and because increased demand from dotcoms pushed prices as high as $3m for the all-important 30-second slots.
BBDO New York, part of the Omnicom Group, has seven clients advertising. They are: Cingular Wireless, a joint venture of BellSouth and SBC Communications; Federal Express; the M&M/Mars unit of Mars; the Frito-Lay and Pepsi-Cola divisions of Pepsi-Co; the Pizza Hut unit of Tricon Global Restaurants; and Visa.
Young & Rubicam in New York, part of the WPP Group, has created four commercials for Accenture, formerly Andersen Consulting, to run during the game.
Other advertisers include Anheuser-Busch, Levi Strauss, Philip Morris and Volkswagen.