Rookies gamble on Super Bowl ads

Associated Press

NEW YORK

More Super Bowl ad rookies will be trying to score a touchdown this Sunday.

There will be 15 new Super Bowl advertisers this year, the most since 2000, before the economy fell into what would be the first of two recessions since.

Advertising experts say the rookie interest in Super Bowl ads is a positive sign that companies are feeling good in the most recent economic recovery.

New advertisers such as Carnival cruises and Skittles candy are hoping to capitalize on the massive size of the Super Bowl audience: The game is advertising’s greatest showcase, with more than 110 million people expected to tune in to watch the Seattle Seahawks and New England Patriots. And more than the sheer size of the audience, ad experts say new advertisers also are hoping to draw from the good will that people feel toward Super Bowl ads.

But at approximately $4.5 million for a 30-second spot, advertising during the Super Bowl is a huge gamble, too.

Some first-time advertisers succeed in becoming a household name: Godaddy.com established itself with a racy Super Bowl spot 11 years ago.

But others misfire: Groupon’s first and only Super Bowl effort in 2011 aimed to be a tongue-in-cheek take on public-service announcements, but was criticized for being insensitive

“If you need go get a huge audience you can get it here,” said Kelly O’Keefe, a professor at VCU Brandcenter in Richmond, Va. “There will be more losers than winners as there are every year. But for the brands who manage it well, it can be a great place to reach consumers.”