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Super Bowl Ads Branching Out

By: Lindsey Ward Email
By: Lindsey Ward Email

January 31, 2007

Starting last year and continuing again this year there are a couple of advertisers that you won't see ads for during the regular season, but since Sunday's game is more than just a game, a couple companies have gone out of bounds by targeting women.

As players battle on the field trying to get points on the board, advertisers are trying to score big in your living room with the best of the best in commercials.

"Your spot has to stand-out in the middle of the noisiest party of the year. So, it has to be funny, it has to be quick, umm it has to capture people's attention" said Fran Kelly, Advertising Executive.

With action packed commercials from Anheuser Busch, you may be surprised at what product you see in the third quarter of Sunday's game.

New York beauty company Revlon is following in the footsteps of fellow beauty corporation Dove by running an ad during the Super Bowl. But is this raising a bigger question?

"I think we're seeing a change in demographics with the sports audience" said Pam Fitzgerald, The Ivy Group.

"The Super Bowl audience has just gotten larger and larger. They've shifted from primarily male to now quite a few females are watching and in mixed company as well" said Paul Ferris, UVa professor of business administration.

Even though more women are watching it can still be a risk advertising during such a highly rated game.

"The risk is that the creative doesn't measure up to expectations. That people really anticipate you're going to be in the Super Bowl you better be dressed for the occasion" said Ferris.

The game and commercials will air this Sunday on CBS19.


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