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Super Bowl Is An Advertiser's Touchdown

MSNBC, Thursday, January 18, 2007 11:30 AM

Technology such as TiVo, which allows viewers to zip through commercials, is changing the way marketers allocate their ad budgets. But the Super Bowl continues to be a sure thing. Because it's live, the allure the big game holds for advertisers could grow stronger. Some experts say those who do record the Super Bowl may be doing so specifically to watch the ads again, while using the fast-forward button to skip through the game.

Still, many major advertisers question whether they're getting their money's worth in traditional TV. Other companies are designing ads knowing that they might be watched more closely, more than once and on different platforms.

FedEx ad director Steve Pacheco says the company's ads now need to stand up to being seen live, played back on a DVR, viewed over the Web or even downloaded to a portable device like a video iPod. "You've got to give it a lot more thought than you used to."

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