January 13, 2010: As Super Bowl XLIV approaches, CBS is filling its remaining 30-second ad slots with companies that are rookies to the big game. TruTV, part of Time Warner's Turner Broadcasting System, and text-answering service kgb have both purchased time, joining first-year advertisers that to date include Dr Pepper, Electronic Arts and HomeAway.
Financial details were not released. CBS is charging between $2.5-2.8 million for a 30-second spot.
TruTV said that its spot is scheduled to appear in the second quarter of the game, prior to the two-minute warning, and would star Troy Polamalu of the Pittsburgh Steelers. KGB said it would run a 30-second spot during the third quarter of Super Bowl XLIV and two 30-second spots during the pre-game coverage.
TruTV said its humorous spot, from Grey, New York, would have Polamalu in a scenario that highlights NFL Full Contact, a behind-the-scenes look at professional football that will debut Feb. 8, the day after Super Bowl XLIV. Polamalu was part of the Steelers' championship teams at Super Bowls XL and XLIII; he appeared in a TV spot for Coke Zero during Super Bowl XLIII that was a humorous remake of the classic "Mean" Joe Greene Coca-Cola spot from 1979.
KGB's creative, from The Brooklyn Brothers, New York, will focus on kgb's 542542 text answer service "as a better way to get quick, precise information by texting questions to live kgb 'special agents' instead of having to sift through mountains of results that a search engine typically returns when asked a specific question. KGB said that it's previous ads have been " edgy, humorous." One spot, played out to the strains of "The William Tell Overture," aka the theme to the classic TV show, The Lone Ranger, sees people asking such questions as, "Should a mom be concerned if the poop is too green?" and "Does paying online get me out of court?"
According to TNS Media Intelligence, first-time advertisers have accounted for 20-25% of the Super Bowl TV ad lineup since 2005. First-time advertisers during Super Bowl XLIII were Cash4Gold.com, Castrol, Denny’s, Teleflora and Vizio.
"Advertising during the Super Bowl is a tremendous opportunity for us to introduce even more Americans to kgb's 542542 text answer service," Bruce Stewart, kgb CEO of Mobile and Digital, New York, said in a statement. "We already have millions of mobile phone customers who rely on kgb for quick, accurate answers to their questions." The 15-year-old kgb said it launched its text answer service in the U.S. about a year ago.
According to Marc Juris, evp and general manager of truTV/In Session, "Having an ad in the Super Bowl gives the network the biggest possible platform to show viewers and the advertising community that truTV has emerged as a major player in television." TruTV, which rebranded from Court TV in 2008, said that 2009 was the best in the network's 18-year history "as deliveries grew 29% among adults 18-34 and 11% among adults 18-49."