Super Bowl advertisers as well as those on the sidelines are spending millions on internet campaigns targeting fans who will go online for Super Bowl highlights, player stats and promotional offers, writes the New York Post. The expected traffic surge before, during and after the extravaganza has advertisers going after sites and portals with sports content. Search engines, too, will benefit as users search with, and advertisers buy up, keywords related to the Super Bowl.
A Google ranking of search terms for the week ended Feb. 7, 2005, the day after the game, showed why advertisers are buying Super Bowl-related search terms: Super Bowl was the second most popular term.
"If you're going to spend the money on the Super Bowl, to not take advantage of search advertising just seems silly," according to Sarah Kim Baehr, vice-president of media for Avenue A Razorfish.
