• January 26, 2009

Hulu, the joint venture of NBC Universal and News Corp., will kick off an advertising campaign during this Sunday's Super Bowl broadcast. In a cryptic announcement sent out Monday, the company promised the campaign will "reveal the secret behind Hulu."

The Super Bowl effort would mark the first promotional push for the video hub, which had an audience of 22.5 million unique visitors in November, according to comScore. But its 3.5% share of videos viewed is still only a tiny fraction compared to YouTube's 40%.

Whether Hulu would have topay the full $3 million for a 30-second Super Bowl spot is unclear since the game will air on NBC.--Mark Walsh