Super Bowl Ads Get Their Own Sponsors

from the secondary-ads dept

Mon, Jan 29th 2007 12:25pm — Joseph Weisenthal

The coming Super Bowl offers an easy opportunity to reinforce a point we've made several times here, which is that advertisements, ideally, should be compelling content in their own right. Few are likely to skip the ads during the Super Bowl (of course, the fact that the Super Bowl is typically watched live diminishes the value of skipping ads, as well). This year, as the big game approaches, several sites have sought to run special promotions revolving around great ads from Super Bowls past, asking users to vote on their favorites. And as evidence that these ads are legitimate content, many of the sites are selling ads before the ads themselves, in the form of pre-roll video. Of course, unless these secondary ads are also compelling, it's easy to imagine most people will just ignore them until they get to the ad they really want to see.

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11 Comments

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Count Ted, 29 Jan 2007 @ 1:27pm

How Many Times...
did the word "AD", "ADS" or "advertisement" appear in the above story?

I think there something subliminal going on here
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- Shwagsy, 29 Jan 2007 @ 1:50pm
  
  Re: How Many Times...
  Yeah, I'm strangely compelled to watch for the ads during game. Wonder why......
  
  Would be kind of funny for a brand to bring you an ad from a now defunct brand from years past. I.e. a Pets.com spot brought to you by Fidelity.
  
  Voting on previous ads? That ad concept seems like someone is out of creative concepts.
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|333173|3|_||3, 29 Jan 2007 @ 2:28pm

only one use for ads:
getting more drinks out of the fridge without missing any sport.
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- Resistance is NOT futile, 29 Jan 2007 @ 3:33pm
  
  Re: only one use for ads:
  I whole-heartedly agree. I find most ads insulting and leave the room.
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hoeppner, 29 Jan 2007 @ 3:46pm

I just record the super bowl and skip the annoying content, I mean the game.
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- ConceptJunkie (profile), 29 Jan 2007 @ 5:01pm
  
  Re:
  I just skip everything and go out to dinner.
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67Comet, 29 Jan 2007 @ 4:03pm

Adds vs the "Game"
For the most part I flip back to "the game" to see if there is an ad on. If not I flip back to what ever I was watching.

Most Superbowl games are blow out games anyhow. Adds paying for adds sound like a plan to me ..

When will Microsoft run a Superbowl add that's sponsored by Apple? .. hummmm .. lol
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Pissed_off_american, 29 Jan 2007 @ 6:34pm

Spectator sports have got to be the biggest waste of time imaginable. What is so entertaining about watching people play sports when you can go out and play them yourself.

The entire concept is completely retarded. Go out and play the damned sport yourselves.
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- Anonymous Coward, 29 Jan 2007 @ 7:38pm
  
  Re:
  I would have to completely agree with pissed_off_american, are people really that lazy these days that they have to sit on their arse and watch other people rather than actually going outside (OMG, scary!) and getting involved.
  People, being involved in sport DOES NOT mean sitting on you f##kin lazy arses watching other people play!
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  - Chronno S. Trigger, 30 Jan 2007 @ 4:27am
    
    Re: Re:
    I'd have to agree with half of what you say. Yes getting off your fat a$$ and playing the game yourself is much more fun then watching it on TV, but it's the F'n Supper Bowl. In America your shunned if you don't watch. (Believe me I know, I haven't watched on since XXX)
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Anonymous Coward, 30 Jan 2007 @ 11:24am

I don't know where people get the idea that sporting events are not subject to ad-skipping, sometimes called "Tivo-Proof". People seem to understand clearly that Tivo users watch their favorit broadcast shows by starting about 15-18 minutes past real-time start. Then, by commercial skipping, you're just about back in synch with real time by the end of the show.

Same technique works for sports, particularly clock driven sports like American/NFL footbal. Start about 45-55 minutes into a 3 hour game and Bingo! you can skip all commercials (and halftime) and converge on real time about at the end of the game.

So, we'll still Tivo the Super Bowl, and watch some of the commercials more than once (and skip others).
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