Viewer interaction is likewise a hallmark of CareerBuilder, which is returning for its sixth Super Bowl. Last year the company created a Hire My TV contest, offering creative fans the chance to suggest ad concepts, with the winning concept to be aired during this year's Super Bowl.
The spots reinforce CareerBuilder's tagline, “Start building.” The company produced the ads in-house this year, instead of using Wieden+Kennedy, Portland, Ore., as in years past.
“The Super Bowl is the perfect stage to reach 90 million-plus viewers who are job-seekers as well as hiring managers,” said Cynthia McIntyre, senior director of advertising at CareerBuilder. “And we've had great success with the game year after year. It would be silly to keep on spending if we didn't see results.”
Of the highly publicized contest for advertising ideas, McIntyre said, “It was making sure we got involved in the chatter before and after the game.”
A first-time advertiser this year is Boost Mobile, a prepaid mobile phone unit of Sprint, which will run one spot during the game's second commercial break.
“Boost has always had a fair amount of success with small businesses because of its no-contract and walkie-talkie features,” said Bob Stohrer, VP-marketing for the Sprint Prepaid Group. “It's mostly a consumer play, but we should expect to see more and more businesses looking for that kind of flexibility.”
Los Angeles agency 180LA handles Boost's advertising.
FedEx had advertised in 18 Super Bowls but remained on the sidelines last year as the economy and its revenue worsened. Despite sitting out again this year, the company continues to place its faith in televised football, running several spots during December and January's Bowl Championship Series of college games.
Super Bowl spots have gotten pricier over the years. CBS' current $3.0 million per spot matches last year but compares with $2.7 million in 2008 and $2.4 million in 2007, according to TNS Media Intelligence. Last year, Super Bowl ad revenue totaled $213 million.