The three 30-second in-game spots,
AOL's in-game buys are in the first, second and fourth quarters. AOL bought the first-quarter spot during the upfront earlier this year; the rest were negotiated later.
The Super Bowl will air Feb. 1 on Viacom's CBS.
AOL said that following the game, it will run its annual Super Bowl Commercial Showcase, where members can vote on their favorite Super Bowl ads. The Super Bowl deal extends AOL's relationship with the National Football League, which offers AOL audio and video content through [email protected] That service features video highlights including game-by-game previews to AOL for Broadband subscribers.
In addition to the halftime show, which will be produced by Viacom's MTV, AOL will also sponsor the NFL Experience, a weeklong interactive theme park for fans leading up to the big game in Houston. The value of the AOL's NFL media and marketing package is estimated at between $7 million to $10 million, according to people close to the situation.
AOL has pushed back plans to mount a brand campaign; executives had tentatively planned to launch brand image work during the Super Bowl. The company will instead continue to hammer new features and products related to AOL 9.0 and broadband service.