Super Bowl Ads Huge for "Dotcoms"

By Sushuma January 30, 2000 12:02 PM

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(Reuters)--New faces such as OnMoney.com, OurBeginning.com, Computer.com, LifeMinders.com and kforce.com will join Super Bowl regulars.?Lured by the promise of some 130 million receptive viewers, a bunch of "dotcom" companies will brave advertising's biggest stage -- the Super Bowl -- in hopes of launching their brands.?New faces such as OnMoney.com, OurBeginning.com, Computer.com, LifeMinders.com and kforce.com will join Super Bowl regulars Anheuser-Busch Cos., General Motors Corp., Pepsi Cola Co.?and Visa USA for this Sunday's game in Atlanta.?At an average price of $2.2 million for a 30-second spot, Super Bowl XXXIV is likely to bring in some $130 million for Walt Disney Co.'s ABC.?But that hefty price hasn't deterred the newcomers, who are betting the farm that 30 seconds in the public eye will parlay into a profitable future.?Internet start-ups hoping to use the Super Bowl as a launching pad will need to be prepared for the long haul, a number of advertising experts warn.?"People are confusing awareness with branding," said John Lister, chairman of Lister Butler Consulting Inc., a New York brand identity firm.?Read more ...

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