The ranks of Super Bowl advertisers are changing. Once, mass marketers saw intuitive sense in getting in front of a mass audience–which the Super Bowl provides like no other television event.
Who’s better off laying out the nine figures for the Super Bowl? Mainly those companies whose brand images are still developing, where the goal is to shape opinion or change public perceptions.
Hyundai, which will advertise this year, is trying to expand past an image as a maker of small, cheap cars. Go Daddy, the Internet domain registrar that markets aggressively through racy ads, some featuring racecar driver Danica Patrick, got over 5 million hits on its Web site following last year’s Super Bowl ads. Career Builder has a natural fit this year thanks to a bum economy that’s got more people looking for job search help. And online broker E-Trade, increasingly established but still focused on luring customers from traditional brokerages, is back in the Super Bowl for a fifth year.