A TV spot during the actual Super Bowl is still advertising's crown jewel, but marketers are increasingly expanding to Internet news, video, search and social networking. The Web lets TV advertisers stretch their investments farther, reports the Wall Street Journal, while letting smaller players get in on the action without shelling out $2.7 million for a 30-second spot.
Paramount is promoting a new film with a game-time spot bolstered by an online presence that includes ESPN.com ads and a MySpace profile. And many Web sites will show the TV Bowl ads free, to attract traffic and thus other advertisers. Take Verizon, for example, which won’t be on TV but is sponsoring AOL’s Super Sunday Ad Poll.