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The Good, The Banner and The Ugly
Now that more than a week has elapsed since the advertising showcase known as Super Bowl XXXIV, the verdict from TV and mousepad advertising pundits alike appears to indicate that the many dotcoms that went for broke by shelling out a record average of $2.2 million per 30 seconds of air time may have paid too much. While the proliferation of dotcom advertising on TV during the big game may reflect the national epidemic of dotcomania, traditional Super Bowl sponsors, such as soft drink and beer purveyors, continue to fare better than high-tech companies in terms of consumer recognition and branding.
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