Network sales executives may have found some new network advertisers in this strange marketplace. Marketers like Cash4Gold.com might be right up your alley. Could Bankrupt4Less.com be far behind?
News that NBC had sold a Super Bowl spot to direct response TV marketer Cash4Gold.com
speaks volumes to some media
executives. To them it says that not only is the economy poor, but that the TV economy is withering right before viewers' eyes.
Cash4Gold doesn't sell a product; it sells a service,
providing consumers the ability to trade in their gold items for cash. This
plays especially well now with U.S. unemployment rocketing toward the 10% mark, the country in the beginning stages of what appears to be a deep recession.
In past years, fringe companies
dipped their toes in Super Bowl waters -- but most of this activity was from too-high-flying Internet companies in the late '90s, or perennial big-event, mid-size marketers like GoDaddy.com.With Cash4Gold in the game,
one wonders what happens now with its pod position in the Super Bowl. Does an
automotive maker dare run a commercial before the Cash4Gold.com spot?
"Get a new car at low-rate financing -- but first hock some of your jewelry."
Consider the next step:
With the advent of direct response-like, daytime and fringe advertisers buying into the Super Bowl, might they become the next new prime-time advertisers?
Historically, 1-800 advertisers
have never been categorized as blue-chip TV marketers. But in this economy things may be changing -- fast. Isn't Google now in the business of signing up new fringe TV advertisers for some cable
The bigger question: Are Super Bowl commercials an increasing reflection of how the U.S. economy is doing? Years of dancing polar bears, wise-cracking monkeys, talking babies, and
girls in bikinis paint a crazy picture.
Now real marketing and real stories comes to play. With the Cash4Gold.com spot, Ed McMahon and MC Hammer can be found trash-talking about who has
more gold to cash in. Everyone's got financial troubles.
Maybe there's more to come. Don't be surprised if a RepoMan.com spot shows up after a fourth quarter Kurt Warner touchdown
pass to Larry Fitzgerald