"I would think the Super Bowl probably put Go Daddy on the map," says Tom Egelhoff, the founder of SmallTownMarketing.com. "It was probably a stretch for them to be on there."
Smaller companies that air Super Bowl commercials are "either bringing out new products or trying to build a strong brand, like Go Daddy" Strum says.
Groupon, an online coupon service that operates in more than 300 markets and 35 countries, is preparing its first foray into television advertising with a spot during the Super Bowl pregame show.
The Super Bowl will likely be a good venue for the daily-deal website, Strum said. The four-year-old company recently turned heads when it rejected acquisition advances from Google (GOOG, news). It subsequently said it had received almost $1 billion in venture capital.
Groupon could follow the edgy path taken by the likes of Salesgenie and Go Daddy, or opt for the kind of positive exposure elicited by last year's Super Bowl commercial for HomeAway. The Austin, Texas, company's spot used Chevy Chase and Beverly D'Angelo to spoof their roles as Clark and Ellen Griswold from the 1989 movie "National Lampoon's Christmas Vacation."
"They're back again this year, so clearly it worked," Steinberg said of HomeAway.
CEO Brian Sharples said in a statement that the company's "Hotel Hell Vacation" commercial generated a 500% increase in traffic to its website the day after the Super Bowl and 1 million incremental page views over a 24-hour period. Last year's spot was cited by analysts as one of the best at "driving business results and engagement," Sharples said in announcing that the company would advertise during Sunday's broadcast.
A Super Bowl ad hits most major demographics, from soccer moms to affluent executives, said Advertising Age's Steinberg. "(It's) a very broad-based audience, and you reach all kinds of niche groups as part of the mass."
This article was reported by Laurie Kulikowski for TheStreet.
VIDEO ON MSN MONEY
Hell to the No!
If the SuperdumBowl ever ended, life will go on.
I don't watch the Super Bowl. Could care less about the commercials, tho some are funny. You can find all of them online if you want to see them.
Do commercials influence my decision to buy something, no.
Most stuff advertised on commercials' is way over priced, they have to recoup their money
somewhere, we pay for it.
I bargain shop, and buy for price as well as quality.
Seriously why would I pay 3 bucks for Crest Toothpaste when I can get a tube of Aim for .95 cents. It's the same stuff, just 2 bucks cheaper.
People who buy because they saw a commercial for it are idiots with no concept of money management.
NOT INTERESTED IN THIS TYPE OF RECREATION, THE ADS ONLY COST ME LOTS OF MONEY WHEN I PURCHASE LARGE ITEM, LIKE A CAR,ETC. SO WAKE UP AMERICA AND STOP THROWING YOUR MONEY AWAY.
Superbowl advertising is a little like a runway show during Fashion Week. In strict dollars, that event may cost more to produce than it makes in return (most designers make more money selling the lower-end accessories such as belts and purses than on the actual higher-end clothing) but it's advertising and it projects the image that the designer wants to promote. Same thing here. If these ads generate the publicity and traffic that wasn't there before, than they're obviously working. SB commercial watching has become an event. How many of us can't wait for the Budweiser Clydesdales?
I heard they denied an electronic cigarette company too. That will be an interesting development. I believe it was ProSmoke at ProSmokeStore dot com.
You think they could have booze, why not something that helps people stop smoking traditional cigarettes?
Cant wait for the att verizon battle too!
Super Bowl commercial publicity worth it to me?
In a nut shell? No, it's another annoyance & blatant waste of money & time for the actual company.
Besides, who's kidding who? Who's trying to impress who with what? Who really watches something for the sake of commercials? Not the average fan or viewer & definitely not me.
Company's are better off with different kinds of more cost effective publicity.
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