Super Bowl aftermath: Web site gets dissed, ditched and cursed

The National Football League's Super Bowl is NOT just about the annual American pro football champ. It's the most expensive showcase on the planet for video advertising.

Every year there's much discussion in advance about which tech companies are advertising in the Super Bowl. HP, Garmin, Sprint and Go Daddy were among tech brands buying Super Bowl time in 2007.

After the game there's analysis of best player, best coach, worst mistake. That's for folks who care about football. But the real money and media buzz is around the commercials, those precious 30 seconds of highly produced air time.

USA Today newspaper does a viewer poll each year, picking the spots their viewer sample liked the most. Budweiser has won several years in a row. CNET News.com's follow-up story found a different winner: Coke had the best Super Bowl ad. That was based on some high-tech brain imaging.

One tech company said it was very happy with its first big ad buy. Salesgenie.com spent $3.7 million for four pre-game spots. But elsewhere the Super Bowl left a losing team that never touched the ball. That would be CareerBuilder.com.

AdAge reports CareerBuilder and its ad agency C-K are no longer a pair. The C-K created spot did NOT make the USA Today top 10. CareerBuilder apparently did not get the buzz it wanted. So CareerBuilder's now looking for a new agency. And over at C-K, they say they don't want their former client's business. C-K's CEO spoke angrily about CareerBuilder: "There are a few times in your life when you have to tell someone to **** off and mean it." Put that line in a Super Bowl spot and everybody would notice.

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Tech Culture
About the author

    Harry Fuller escaped from television work to be executive editor at CNET News.com.

     

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