Tallahassee Journal

Super Bowl advertisers ready to rock

Super Bowl advertisers ready to rock

Get ready for the Super Bowl advertising hype fest to explode this week. The ad space — at up to $4.5 million per 30-second slot — is virtually sold out. Roughly half of the expected 40 or so Super Bowl advertisers already publicly have announced that they’re in the game. Beginning this week — with the Super Bowl less than four weeks off — the PR floodgates are about to open as each company seeks its marketing edge.jacoby-jones-superbowl-hed-2013

“Early and often has become the new mantra for Super Bowl advertisers,” says Stephen Greyser, a Harvard Business School professor who specializes in sports marketing. Because the competition for eyeballs is so intense — particularly on social media, he says, there’s little choice. “Each Super Bowl ad serves as a hub to promote the entire brand.”

For the sixth consecutive year, Kia also will return to the Super Bowl, this time featuring actor Pierce Brosnan in its ad promoting the new Sorento. The spot takes place at a talent agency, with Brosnan’s agent explaining his client’s “unexpected role” in the commercial, says Michael Sprague, Kia’s executive vice president of sales & marketing.

Danica Patrick also will return for GoDaddy, but this time her co-star isn’t a sexy babe, but a golden retriever puppy named Buddy. At least a half-dozen tech advertisers are expected to strut their stuff on Super Bowl Sunday, including GoDaddy, Moxie, Wix.com and Squarespace. Several more are expected to announce soon.