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Article: Cheerful super bowl ads mask a deeper malaise: The super bowl is the advertising industry's chance to reach the biggest global audience on TV. So what was the result this year? (America).
- Article from:
- Marketing Week
- Article date:
- February 28, 2002
- Author:
CopyrightCOPYRIGHT 2002 Centaur Communications Limited. 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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When the whistle blows at the start of the super bowl each year, there is usually as much, if not more, hype and anticipation surrounding the ads that will be shown in the breaks as there is about which team will win the coveted trophy. The super bowl has traditionally been the showcase for the $250bn ([pounds sterling]175bn) American advertising industry, with high costs and big egos all being at stake.
Considering that it is the most watched event on American television all year, with more than 40 per cent of homes tuning in and a massive worldwide audience, it is not surprising that the pressure is on.
At this year's super bowl in New Orleans earlier ...