Pepsi has announced they will not be a sponsor of the 2010 Super Bowl, choosing to place those advertising dollars on the Internet. This ends a 23 year sponsorship. Frito-Lay, a unit of Pepsi, will continue to advertise their Doritos product line.
This is another sign of the gaining popularity of the Internet as a way to get your product name in front of consumers. Amazon
The Internet is a sound strategy for products aimed at Generation X, Generation Y, the Millennial Generation, or Baby Boomers. It is less effected on the older Builder Generation which less likely to use the Internet and is more brand loyal than younger generations.
Internet technology allows for ads to be effectively targeted to specific demographics, including ages, income levels, geographic regions, and more. Although television can deliver a demographic based on the data behind the ratings collected by various television monitoring agencies such as Neilsen, advertisers must also pay for viewers not in their targeted group.
Thirty second ads on the Super Bowl, which sold for $42,000 for the first Super Bowl, now sell for millions of dollars - plus production costs.
Pepsi's past Super Bowl ads have been noted for stars, including Michael Jackso, Justin Timberlake, Bob Dylan, and Ozzy Osbourne.
By providing the proper consumer profile and keywords, an Internet advertiser is able to place their ads in front of prospects at a much lower per image cost than tradition media advertising.
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