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NEW YORK - The Hollywood writers strike, declining TV ratings and budget pressures conspired to make it a tough stretch for US advertisers this year - so the Super Bowl couldn't come at a better time.
Always the biggest US TV event of the year, Super Bowl XLII has taken on added significance as advertisers look for shows audiences watch live instead of recording to watch later, often skipping commercials.
"It could be the highest-rated Super Bowl in history," said Brad Adgate, director of research at Horizon Media. "The competing networks usually back down anyway. But with an audience starved for TV entertainment, it could be huge."
With such a huge audience, Super Bowl is known for it's screening of high concept and extravagantly expensive ads.
With prices as high as US$3 million for a 30-second spot, advertisers are looking for the most bang for their buck. Celebrities are a popular drawcard, with singing superstar Justin Timberlake fronting a spot for PepsiCo. (see full ad below)
Another trend this year is interactive advertising, spots that urge viewers to visit a website or text with their cellphones for more information or to win prizes.
And of course, it wouldn't be a Super Bowl without beer. Anheuser-Busch, the makers of Budweiser, have reportedly purchased a whopping 10 spots during the game.
Among the big-name advertisers who bought commercial time this year are Audi, General Motors, FedEx, Gatorade, Sony, Universal and Paramount pictures,Victoria's Secret, Dell, Coca-Cola and PepsiCo.
- REUTERS/HERALD STAFF
