Feeds

Super Bowl is dotcom kiss of death

Seven advertisers slain in one year

  • alert
  • submit to reddit

Beginner's guide to SSL certificates

The Super Bowl 2001 will not see the dotcom ad orgy of last year - mainly because many of the outfits that splashed out on the event have become dotcom dodos in the interim.

Just three dotcoms have so far coughed up the necessary $2.5 million for one of the 30-second spots on CBS in this month's football fest - E-Trade, jobs sites Monster.com (going for its Super Bowl ad hat-trick this year) and Hotjobs.com. E-Trade is going all out - it is sponsoring the Super Bowl XXXV half-time show for the second consecutive year, while all 66,321 audience bottoms in the stadium will be resting on cushions emblazoned with the financial site's logo.

Other dotcoms have not been so lucky - of the 17 technology or Internet companies that bought ad space for Super Bowl XXXIV, seven have gone out of business. These include Pets.com and Computers.com.

Meanwhile, some survivors have spurned the January 28 sporting extravaganza in favour of spreading their advertising money around other sporting events - Autotrader.com will not be repeating the Super Bowl ads this year, but will have TV ads during basketball games.

"The Super Bowl tripled our site traffic and really gave what was a brand associated with a print product a big boost," Clark Wood, Autotrader VP marketing told The Industry Standard. "But to spend money on the Super Bowl this year would be a huge waste of money." ®

Related Stories

Mr Wembleystadium.com loses domain case
Football fansites get sweet FA
Pro footballer hits on chat room teen
In-stadium instant messaging for sports fans
Dopey surgeon loses $200k on dud deal - sues E-Trade, and wins
Blimp and you'll miss it - Monster.com CEO breaks world record

Providing a secure and efficient Helpdesk

More from The Register

next story
Scrapping the Human Rights Act: What about privacy and freedom of expression?
Justice minister's attack to destroy ability to challenge state
WHY did Sunday Mirror stoop to slurping selfies for smut sting?
Tabloid splashes, MP resigns - but there's a BIG copyright issue here
Google hits back at 'Dear Rupert' over search dominance claims
Choc Factory sniffs: 'We're not pirate-lovers - also, you publish The Sun'
EU to accuse Ireland of giving Apple an overly peachy tax deal – report
Probe expected to say single-digit rate was unlawful
Inequality increasing? BOLLOCKS! You heard me: 'Screw the 1%'
There's morality and then there's economics ...
Hey Brit taxpayers. You just spent £4m on Central London ‘innovation playground’
Catapult me a Mojito, I feel an Digital Innovation coming on
While you queued for an iPhone 6, Apple's Cook sold shares worth $35m
Right before the stock took a 3.8% dive amid bent and broken mobe drama
EU probes Google’s Android omerta again: Talk now, or else
Spill those Android secrets, or we’ll fine you
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
The next step in data security
With recent increased privacy concerns and computers becoming more powerful, the chance of hackers being able to crack smaller-sized RSA keys increases.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.