The un-falling sky of Super Bowl ads

02/05/2010 at 3:41 PM Leave a comment

There are some things that, as Americans, we simply cannot avoid—like bad music made popular by tweens and Christmas advertisements before Halloween. The most unavoidable force, however, has to be the Super Bowl. 

This Sunday, close to a third of the American population will sit down just to watch a football game featuring two of the best quarterbacks in the NFL right now—at least that’s what I would like to think. But I have a feeling that this isn’t going to be a game where many people are going to TiVo past the commercials.

It’s no secret that arguably the biggest draw to the Super Bowl is the commercials, but late in 2009 Pepsi, who had featured a Super Bowl ad the past 23 years, announced they would not be participating this year. This obviously was a big deal, as I said in a previous post of mine, and was the talk of the industry for a while. I even had some of my friends ask me if this was the beginning of the end for Super Bowl ads. 

In this Web 2.0, “get it done yesterday” world we live in, I can see why some people could view this as a commercial apocalypse, but I don’t think it changes anything. People were saying the same thing last year when vendors like Cash for Gold secured spots. Yes, the vendors might change, but that’s nothing new; the show goes on.

While the faces may change, the overall spirit of the Super Bowl stays the same. AdAge’s Tom Denari put it perfectly when he pointed out that this is the one day out of the year that people will actually sit down with the intent of watching commercials. It’s just what we do; we watch the game and then after each commercial airs we lean over to our friend and tell them what we think—it’s the same thing we do after previews at movie theaters.

The Super Bowl has become an American holiday and the commercials have become integrated into its tradition. You wouldn’t want to have a Fourth of July without the fireworks would you? That’s why, no matter how much the Super Bowl changes, as long as it’s still there, advertisements will be right next to it.

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Entry filed under: Television. Tags: , , .

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