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Super Bowl: Super Bowl Xl
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Last year, 30-second spots during CBS's broadcast of Super Bowl XLI between the Chicago Bears and the Indianapolis Colts sold for about $2.6 million each. That's up from $2.5 million for a spot in 2006's broadcast on ABC. And in 1997 that commercial time was a bargain at just $1.2 million for 30 seconds. Ride the way-back machine to 1982 — two years before Apple Computer's vaunted "1984" commercial — and a Super Bowl ad sold for just $324,000. When it costs that much to air an ad, almost no expense is too great in generating one.
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With Super Bowl XLI approaching, Tony Dungy will garner more positive press than Barack Obama. Count on myriad gushy stories about Dungy's grace. Nonetheless, one description that will be elusive is Dungy as genius. Despite making history to highlight his brilliant career, Dungy still hasn't overcome the maddening tendency to overlook his football acumen.
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The Super Bowl is typically held in early February to conclude the NFL season that began the previous year. It is one of the most popular sporting events in the United States, and attracts a huge television audience from across the country and around the world. The Super Bowl is often referred to with Roman numerals, such as Super Bowl XL (the 40th Super Bowl, held in 2006).
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"Not everyone can attend the Super Bowl, but everyone can participate in the fun and excitement," says Karen Mac Donald, Taubman director of communications. "That's why we created this event, and we're honored that it's the first to win official Super Bowl XL Host Committee approval. It will be a great way for everyone to take part in the festivities as all eyes focus on Detroit."
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On Super Bowl Sunday, February 5, SIRIUS will air an expanded lineup of live play-by-play broadcasts of Super Bowl XL to its growing nationwide subscriber base, which has tripled since last year's Super Bowl. SIRIUS will offer 11 different game calls in seven languages, including both teams' local radio broadcasts and the national Westwood One/CBS Radio Sports broadcast. SIRIUS subscribers can choose from:
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For marketers, Super Bowl XLI presents a break from the advertising norm. The changing environment of the web -- with audience participation and the emergence of user-generated content as a creative force in particular -- has led companies of all sizes to turn to their users for help creating the ultimate product blitz.
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