Salesgenie to Sit Out Super Bowl

One of the least-loved Super Bowl advertisers from this year won’t be back for next year’s game., a provider of online solutions for sales effectiveness management, will skip Super Bowl XLIII on Feb. 1. 2009. “We decided not to pursue it this year,” said company rep Kelly Loontjer.

Loontjer said the firm, which advertised during the game in 2007 and 2008, was happy with the return on investment, but decided to focus its ad spend elsewhere. Salesgenie spent $20 million on U.S. media in 2007 and $15 million from January-August this year (not including online), per Nielsen Monitor-Plus.

Salesgenie’s ad in the 2008 game showed a panda couple running a furniture store whose business is improved by calling Salesgenie. But it got some flak among bloggers and reviewers because the characters spoke in stereotypical Chinese accents. Vinod Gupta, the chairman and CEO of InfoUSA in Omaha, Neb., eventually agreed to pull the ad, which Gupta wrote himself.