A year ago, advertisers had both the Super Bowl and Winter Olympics as major sports venues to hawk their wares. Now, with Super Bowl XXXVII as the only game in town, the usual superstars are lining up for what arguably will be the biggest single-event marketing day of 2003.
But while many of the traditional brands will fill the screens of ABC on Jan. 26 for the game at San Diego’s Qualcomm Stadium, there will be a number of changes. For one, E*Trade won’t return as sponsor of the halftime show, a role it has embraced since 2000. It has also not yet made a decision as to whether it will air new ads, via agency Goodby, Silverstein, San Francisco.