CIBA Vision’s ad from Grey will direct viewers to the company’s online promotion.
ATLANTA CIBA Vision is betting on a specific Super Bowl moment in time.
The contact lens maker has bought a 30-second spot to air in what it calls the “post-gun” time slot, those two-and-a-half minutes in which five 30-second ads will play after the game has ended but before the championship trophy presentation.
Julie Collins, director of consumer marketing for CIBA Vision in Atlanta, said the time slot appealed to her because the audience levels drop from 85 million during the game to 73 million immediately after, citing last year’s numbers. “We expect to get 85 percent of the audience at 38 percent of the cost,” she said.