Decline Found in Interactive Components for Super Bowl Ads

Online advertising was an integral part of last year’s pre-Super Bowl marketing. In the lead up to the 2007 Super Bowl, Frito-Lay got significant attention for its user-gen spots. And others, such as Snickers, web domain company GoDaddy and GPS device maker Garmin offered early peeks of what would be airing during the game as a way to build buzz. A year later, however, the novelty has worn off. Citing analysis from Nielsen Online and Cym, ClickZ reports that, this year, marketers are relying a little less on the internet to spark early interest; most of 2007’s early marketers are now saving their ads for the game. That’s not to say there won’t be online promotions during and afterward, though Nielsen and Cymfony tell ClickZ there appears to be a decline in interactive components tied to this year’s Super Bowl ads.
http://clickz.com/showPage.html?page=3628127

http://www.paidcontent.org/entry/419-online-teasers-and-the-super-bowl-the-novelty-has-worn-off/