Changing economics of Super Bowl ads

This year's Super Bowl ads cost a whopping $2.6M for 30 seconds. This article shows how the internet has upped the ante on the value of these commercials. Mentions the 'Kevin Federline Effect'. I don't think anyone would have saw that coming a year ago.

from the article:
"What the highly topical Mr. Federline brings to Nationwide is instant recognition, a first leg up before the opening kickoff. The idea was to capitalize on all the recent publicity surrounding Mr. Federline’s relationship with Ms. Spears. (His recent experiences were considered a perfect way to illustrate the Nationwide ad theme, “Life comes at you fast” — and sell annuities “that could guarantee you income for life.”)

So far, the plan seems to be working. In a Nielsen BuzzMetrics survey of Super Bowl spots, released Jan. 24, the Nationwide commercial finished first, with 26 percent of all blog discussions about the ads in the game. On one day, Jan. 17, according to the survey, the Federline spot accounted for 49 percent of all online conversations about Super Bowl ads."


Colts and Bears and Kevin Federline