It doesn’t take a rocket scientist to know that the Super Bowl is one of the largest platforms for traditional advertising. The Super Bowl TV commercials have almost become just as big of a deal as the game itself, especially to those who don’t know the difference between a quarterback and a cornerback. Airing your ad during the ‘big game’ not only provides an opportunity for TV revenue and unmatched exposure to the big guys, but also allows businesses to pitch, plug and promote their products.  While the big swingers are paying upwards of $2.5-$3 million per 30-second spot, other companies are getting their exposure through the use of more affordable traditional media platforms.

Radio – The Monday before the ‘big game’ the Super Bowl Media Center opens up, which has become the home of “Radio Row.” Almost every sports radio station, both national and local, has a table set up at the Media Center where they do their live feeds from. It’s here that sports radio talk show hosts do live interviews with past and present NFL stars, as well as actors, musicians and comedians.  And why would all these famous people want to do interview after interview with various stations?  Because they’re capitalizing on the ad money generated from their involvement.  It took me a second to realize that Marshall Faulk was paid every time he said “Hass Avocados” during an interview with a local San Diego radio station a couple years back.  He must have said “Hass Avocados” like 30 times.  Ladanian Tomlinson, yet another NFL player capitalizing on the endorsement opportunities, raked in money by promoting Campbell’s Soup.   Adam Sandler used Radio Row as a way to promote one of his new movies.  It’s unclear exactly how much stars get paid for promoting but one thing is for sure, everyone has one.

Print Promotion - The nightlife in the days leading up to the Super Bowl offers a whole slew of traditional advertising and promotional opportunities as well.  Every major men’s magazine, such as Playboy and Maxim, throws huge Super Bowl parties where famous people and promotional items are plentiful.  Victoria’s Secret has jumped on the Super Bowl party bandwagon this year.  The competition from year to year seems to be increasing as everyone tries to one up the other on the party/promotional circuit. This influx of party throwers can only mean more opportunities for exposure for companies.

Direct Mail – Local retailers are also flooding in with advertisements. The front page of Vons’ weekly special includes coupons for everything from chips to frozen pizza and beer.  Meanwhile, Target is doing their own ‘Super Bowl sale’ for flat screen TVs.  Most, if not all, direct mail advertisements received in this week leading up to Sunday’s game is geared towards the Super Bowl in one way or another. It’s insane.

My point – TV commercials are not the only way to effectively reach the Super Bowl audience.