DOES IT MATTER IF IT’S NOT SUCH A SUPER DUPER BOWL?

Boring Teams and Senior-Citizen Rock Act

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NEW YORK (AdAge.com) -- With the Pittsburgh Steelers victory over the Denver Broncos, there’s no clear winner for SuperBowl XL on Feb. 5. While the unpredictability of live events is what makes them so appealing to audiences and advertisers, the match up of the Steelers and the Seattle Seahawks rates more like a 5 on a scale of 1 to 10, in terms of national appeal. There's just no buzz around it given that going into the playoffs, fans were expecting to see the Colts in Detroit.
Super Bowl 06

Pittsburgh has a long heritage of making it the Big Game (it’s the only team ever to win four Super Bowls), but it was a wild-card entry into the playoffs this year and wasn’t expected to make it. It is the first time in Super Bowl history that a sixth-seed has made it through.

Seattle absolutely should have made the Super Bowl. It was the best team in the NFC and went 10-0 at home this year and were the No.1 seed in that conference. For Seahawk fans, it’s a crucial year, given that it’s the first time in the 30-year history of the franchise that it has made it into the Super Bowl. But stuck out in the Pacific Northwest and off the national radar, the Seahawks aren’t exactly the kind of draw ABC might have been banking on.

So what does that mean for marketers who spent on average price $2.5 million for a Super Bowl spot? With all the publicity around the ads themselves, it probably doesn’t even really matter who tunes in for the football. Many marketers have figured out that the money goes a lot farther when you build out a campaign around that spot, including buying up search terms online so folks who type in, say, “monkey ads” get to Careerbuilder.com, which will once again this year be featuring an office full of chimps in its spot.

Still, ABC will trot out the Rolling Stones for halftime, and given how Mick and Keith have managed to sell out their incredibly pricey show across the country, that should keep folks in their seats for at least the first half.

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