How Some Super Bowl Advertisers Got Intercepted Online

Brands were busy hijacking search terms on Amazon, Instacart and during the Big Game

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While the Los Angeles Rams were battling the Cincinnati Bengals during Super Bowl 56, another battle was taking place off the field.

Between 6 p.m. and 10 p.m. ET on Sunday, Feb. 13, ecommerce analytics firm Profitero detected 6,548 instances of brands hijacking competitors by purchasing key search terms and appearing on product pages across Amazon, Instacart and

Instead of paying NBC up to $7 million for national airtime during the Big Game, some brands “spent a fraction of that on banner ads and sponsored search results to conquest the brand names of Super Bowl advertisers,” Dan Graziano, Profitero’s director of media relations, wrote in a post explaining the research.

For instance, Corona and Modelo, distributed in the U.S.



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