February 3, 2006 12:19 PM PST
Super Bowl ads go online
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the site had record levels of traffic in the days following the game, Castellini said.
"We were able to recoup the amount of money we spent on the Super Bowl ads last year in around three weeks because they built so much awareness around the brand," he said.
After last year's Super Bowl, the advertisers as a group saw the number of visitors to their sites rise 27 percent by the following day, according to a study released this week by Nielsen/NetRatings. Online activity started weeks before the game--the NFL Internet Network attracted nearly 5 million visitors, or nearly 4 percent of all active Web surfers, during the week ending Jan. 22, the study found.
For some, the ads are the main attraction, not the touchdowns. Of more than 1,100 Americans surveyed by ComScore Networks, about one-quarter said they enjoy watching the commercials more than watching the game.
America Online, Time Warner's Internet unit, is conducting a Super Bowl ad poll for the fourth year, allowing people to vote for their favorite commercial online. AOL also has a special Super Bowl section where people can see the 10 worst moments in game history and other content, along with a Sports Bloggers live online radio show that Tom Arnold is celebrity hosting this week, said Carlos Silva, senior vice president for AOL Sports. "Everyone will be talking about the commercials on Monday," he said.
Yahoo and iFilm are teaming to offer all the 2006 Super Bowl commercials for viewing on the Yahoo Video Search page, along with ads from prior years and other related video.
People who want to view commercials that have been banned from the Super Bowl this year can watch them on Heavy.com.
Web domain registrar GoDaddy.com, which had the second airing of its commercial pulled last year, is advertising again this year. The company said it got approval from ABC on Thursday after going through 14 revisions to its ad. Some of the rejected ads can be viewed at the GoDaddy Web site.
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