InfoUSA Inc. is backing its Salesgenie.com product with a hefty ad spend, purchasing its first commercial during the Super Bowl.

The database services company will break a 30-second spot during the first half of the game, writes DM News (via MediaBuyerPlanner). The company will also be a presenting sponsor of the pre-game broadcast, with the tagline "The Super Bowl Today Presented by Salesgenie.com."

The product appeals to about 13 million people, including sales people, entrepreneurs and small business owners. Vin Gupta, chairman/CEO of infoUSA, says most of them watch the Super Bowl. "Salesgenie has been one of the hottest selling tools, and we believe this is a premier event to advertise this service," he is quoted as saying.

The spot was conceived and produced in-house and is on the company's website. Visitors to that page can receive a free trial of the product and discounted pricing. They can also submit ideas for the next Salesgenie.com Super Bowl ad (a tactic that Frito Lay, the NFL and Chevy all used this year).

In December, InfoUSA announced plans to create an online community for sales people, including sales managers, entrepreneurs and small business owners. The community, accessible through InfoUSA's SalesGenie site, is planned as a peer-to-peer networking site and will launch in the first quarter.