• NY Post, Monday, January 23, 2006 10:15 AM

This year's Super Bowl advertisers are also pouring millions of dollars into Internet campaigns, seeking to reach fans looking at highlights, stats and promos on sports pages across the Web. Everyone from major Web portals to search engines like Google and Ask.com are benefiting from both a surge in traffic and a spike in demand for keywords related to the biggest sports game of the year. As one advertising executive says, "If you're going to spend the money on the Super Bowl, to not take advantage of search advertising just seems silly." The Walt Disney Company's ABC, which is broadcasting Super Bowl XL on Feb. 5, has mobilized its sales team to pitch advertisers on a range of media properties owned by Disney, including ESPN.com, according to the New York Post. As everyone knows, Super Bowl ads are a big media event in and of themselves. Last year, Super Bowl advertisers bought up keywords related to their TV spots in the hope that consumers would search for them for repeat viewing. We can expect more of the same from this year's big game/media blitz.

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