36 Days: Previewing the Super Bowl of ads
December, 28, 2013
By Jane McManus | ESPNNewYork.com
Each day from now until Feb. 2, ESPNNewYork.com will take you inside the challenge of staging the most unpredictable NFL title game ever. There are 36 days until the Super Bowl.
The sports-marketing world is focused on Super Bowl ads at this time of year, for good reason -- those 30-second spots are being sold by Fox for $4 million each.
There's no such thing as an accidental leak, but there is plenty of buzz-building footage to be found. Go Daddy, the web-hosting company that's brought you years of halftime cleavage, has released part of an ad featuring race-car driver Danica Patrick walking down the street in a suit that makes her look like a bodybuilder.
Suberbowl-commercials.org has the footage and archives of the best and worst advertisements ever to hit the most expensive broadcast window of the year. For the New York fans, here’s one with Joe Namath and Farah Fawcett from 1973.
Like Namath, Patrick is a Super Bowl regular. It’s a coveted and highly visible spot for any athlete. The Super Bowl isn’t something you DVR and watch a week later, covering your ears and screaming “No spoilers!” when it comes up in conversation. No, at 6:30 p.m. on Feb. 2, an average of 109 million viewers will be in front of television sets watching live television for the next four hours.
Fox announced a sell-out of Super Bowl inventory in the first week of December, but the slots were accounted for a week or two beforehand.
“Demand has been strong and people recognize the value of the investment,” said Fox VP of communications Lou D'Ermilio.
This Deadline.com story does a good job of explaining why the expense is worth it for some companies.
These ads live online for years. Dozens of mainstream outlets have stories the next day on which ads failed or succeeded to sell a product, or shock. Remember the supermodel and the nerd making out for Go Daddy last year? Need a minute to recover from the memory?
It may have been gross, but it made you look.
Come back daily for more on the issues, logistics and personalities surrounding Super Bowl XLVIII.