• by David Goetzl , November 19, 2007

With word that Fox is nearing the goal line for a Super Bowl sellout, a first-time advertiser last year is returning--and doubling its presence. Salesgenie.com will air two spots this year and sponsor part of the pre-game show.

Salesgenie.com, which provides sales executives with access to leads culled from a database of millions of potential targets, made a debut appearance in the game last year with a single 30-second spot--plus a less expensive role in the pre-game.

The company was so delighted with the attention, it's adding another spot on the Feb. 3 Fox broadcast.

"We are tremendously pleased with the results and interest it has brought Salesgenie.com," D.J. Thayer, a company executive, told DMNews after last year's game.

The company has increased its advertising significantly this year, with some $10.3 million in measured media during the first half of the year--perhaps 20% devoted to the Super Bowl--compared to $5.9 million for all of 2006, according to TNS Media Intelligence.

Salesgenie.com does its own media buying and ad production. Last year's Super Bowl spot featured a salesman so successful that he has a new sports car, time to play golf and his boss gushing.

As of Friday, Fox was believed to have perhaps two Super Bowl spots left--although Rupert Murdoch, CEO of Fox parent News Corp., said the sales were finished.