• by January 11, 2001

Dot-com companies have been wise to avoid the advertising crunch of this year's Super Bowl. According to a survey conducted recently by InsightExpress, dot-coms didn't make much of an impression during last year's game. When asked which commercials they remembered most from last year's Super Bowl, four of the top five ads cited by respondents belonged to traditional brick-and-mortar companies, with only bankrupt Pets.com penetrating the top five for dot-coms.

Budweiser emerged the clear favorite of online consumers, with 76% of those surveyed recalling ads from the beer manufacturer, including those featuring the "Wassup guys" and the fire truck Dalmatians. Others receiving mention include:

Which of the following commercials do you remember most from last year's Super Bowl?

Budweiser -- 76%

Mountain Dew -- 48%

Nuveen -- 32%

Pets.com -- 27%

EDS -- 23%

E-Trade -- 18%

BMW -- 15%

Monster.com -- 13%

WWF -- 12%

OurBeginning.com -- 4%

Britannica.com -- 2%

"The Super Bowl appears to be an excellent vehicle for sustaining a brand, especially for recognized companies such as EDS and Budweiser," said Charles Hamlin, President and COO of InsightExpress. "But as Computer.com and other dot-coms realized last year, it's difficult to create indelible brand awareness in a 30 second advertising slot, despite the large and engaged audience of the Super Bowl."

There remains a very attentive audience for Super Bowl commercials as nearly 80% of respondents admit to being either somewhat or very interested in the ads during the game.

The study of adult online consumers was completed on January 5th, 2000. The 600 responses were collected from a cross section of adult online consumers in under twenty-four hours.