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Las Vegas Not Participating in the Super Bowl XLIV Ads

Posted on February 6, 2010 by Jordan There have been 0 comments


The much anticipated Super Bowl is just a day away, and aside from the big game many are anxious for the expensive commercial ads. Several weeks ago, the National Football League announced that it was relaxing some policies and would allow Las Vegas to advertise during the Super Bowl, lifting a ban that has existed for years. Inconsistencies in the league’s gambling stance limits the NFL from making a lot more money from generating considerably more revenue with tourism. The NFL should reconsider some of its business philosophies, most importantly among them the advertising policies for Super Bowl Sunday. Las Vegas is familiar with the NFL’s heavy-handed approach to protecting its brands.

One thing apparently lost on the NFL over the years battling with Las Vegas, is that the city can and has successfully teamed up with other major sports leagues and entities. The National Hockey League brought its annual sports awards program to Las Vegas for the first time in June along with NASCAR’s annual sports banquet in December. Several years ago, the league jumped on resorts that used “Super Bowl” on marquees. That’s why print ads and radio spots for events related to the Super Bowl reference “the big game” or “championship Sunday.” Among the theories on why the NFL is so aggressive about protecting the Super Bowl brand is its well-known contempt for gambling, legal and otherwise. The ban ended up drawing far more attention to the city than any 30-second spot during the game ever could. News outlets nationwide ran the ads or portions of them in stories reporting on the controversy over the NFL policy.

This year, the Las Vegas Convention and Visitors Authority had to decide whether to pay $3 million for 30 seconds during the Super Bowl broadcast. It decided against placing an ad for this year’s Super Bowl because officials determined an ad wouldn’t have delivered enough return to the city, particularly considering that the NFL would not allow it to show Las Vegas hotels or gaming icons.

Instead, the authority planned a few, less expensive regional broadcast ads and some national cable buys in the two-week run-up to the Super Bowl. The authority purchased time in markets such as Los Angeles, San Diego, San Francisco, Phoenix and Denver. It spent $1.3 million on ESPN and the Fox Sports Network and in USA Today. Online, the buys were made on ESPN, Versus, NBC Sports and Yahoo. The first step in resolving this feud with Las Vegas would be for the NFL to acknowledge the existence of legal gambling and adopt an ad policy that doesn’t discriminate against the gaming industry.

This post was posted in Vegas News