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BizReport : Advertising archives : May 10, 2007

Fox to offer MySpace slots to Super Bowl advertisers

News Corp.'s Fox Sports and MySpace are teaming up to give Super Bowl television advertisers a larger online presence during the game.

by Helen Leggatt

In the run up to the Fox network's “upfront” market, where around $9 billion in advertising will be secured for next February’s Super Bowl, the news network has announced that advertisers will get increased web components.

It’s a move that the WSJ says “marks the biggest move yet by a network to try to leverage its Internet ties to buyers who are increasingly demanding a web component in their marketing plans”.

With the price of a 30-second slot rising $100,000 to $2.7 million, it’s not surprising that advertisers are demanding more exposure. The WSJ reports that advertisers will be able to append additional calls to action, for instance links and coupons, to their ads.

A comScore survey of 1,000 viewers of this year’s Super Bowl revealed that 7 percent went online during the game purely to view the ads, reported the WSJ.

Tags: Fox News, MySpace, online advertising, Super Bowl

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