Reports of the Super Bowl's demise greatly exaggerated.(Viewpoint)

Advertising Age, February, 2008

We come not to bury the Super Bowl as a marketing event but to praise it.

It's not fashionable to admit it, but the Super Bowl is still a key pillar in many advertisers' strategies. Despite the costs, there's a sound reason for that. Say all you want about the 30-second spot being dead, but network TV-and this event in particular-has more reach than any media vehicle on the planet.

Dozens of pundits and bloggers have spent this week criticizing the advertising in the Super Bowl. Management guru Tom Peters went to town on his blog about how much money is wasted by advertisers in the Bowl, given that many in the audience are not in their target group. He also rehearsed other arguments of the anti-Super Bowl camp: Too many brands get in simply because...

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