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Article: Super Bowl ad rematch.(advertisments by HotJobs.com, Monster.com)(Brief Article)
- Article from:
- U.S. News & World Report
- Article date:
- January 29, 2001
- Author:
CopyrightCOPYRIGHT 2001 All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The turf is ready. The players are pumped. The playbooks are set. NFC vs. AFC? Nope. It's another persistent Super Bowl rivalry: the ad war between online employment companies HotJobs.com and Monster.com.
For the third straight Super Bowl, Monster and HotJobs will square off with new campaigns. Their decision to advertise puts them at odds with the current wisdom, that spending big on championship ads is about the most inane thing a dot com could do. Last year, 17 dot coms ran spots; most have seen their share prices plummet and two are no more. So this year, it's down to these two--Monster paid about $4 million for bowl and pregame ads, while HotJobs anted up ...