Strategies for the Super Bowl of advertising: an analysis of how the web is integrated into campaigns

Juran Kim
University of Tennessee, Knoxville

Sally J. McMillan
University of Tennessee

Jang-Sun Hwang
Chung-Ang University


The Super Bowl is a showcase. Two football teams field highly paid players in an attempt to win the most important game of the season. Multiple advertisers broadcast expensive commercials in an attempt to win in the game of business. Consumers tune in to see both games. A poll conducted by Eisner Communications prior to the 2003 Super Bowl found that 14% of those viewing the Super Bowl tune in primarily to see the advertisements (Horovitz 2003).