Super Bowl XXXIV (played in January 2000) featured 14 advertisements from 14 different dot-com companies, each of which paid an average of $2.2 million per spot. In addition, five companies that were founded before the dot-com bubble also ran tech-related ads, for a grand total of 22 different dot-com ads. These ads amounted to nearly 20 percent of the 61 spots available,
and $44 million in advertising. In addition to ads which ran during the game, several companies also purchased pre-game ads, most of which are lesser known. All of the publicly held companies which advertised saw their stocks slump after the game as the dot-com bubble began to rapidly deflate.
The sheer amount of dot-com-related ads was so unusual that Super Bowl XXXIV has been widely been referred to as the "Dot-Com Super Bowl", and it is often used as a high-water mark for the dot-com bubble. Of these companies, 4 are still active, 5 were bought by other companies, and the remaining 5 are defunct or of unknown status.
Video Dot-com commercials during Super Bowl XXXIV
Effectiveness
Many websites saw short-term gains from the advertisements. LastMinuteTravel.com, for example, reported a surge of 300,000 hits per minute during its advertisement broadcast. In many cases, though, this did not translate into long-term gains. OurBeginning.com's revenue jumped 350% in Q1 of 2000, but its $5 million in advertising costs were still ten times what its customers spent. Short-term gains were not enough to recoup advertising losses, and Pets.com, Computer.com, and Epidemic.com, among many others, would fold before the end of the year.
Maps Dot-com commercials during Super Bowl XXXIV
Later references
Less than a year later, E*Trade ran an ad during Super Bowl XXXV mocking the glut of dot-com commercials during the previous game. The ad featured the chimpanzee from E*Trade's 2000 commercial wandering through a ghost town filled with the remains of fictional dot-com companies, including a direct reference to the already-defunct Pets.com sock puppet. During the game that year, only three dot-com companies ran advertisements.
In-game ads
The following list details each company, the commercials they ran, and their ultimate fate. All spots were 30 seconds long.
Companies founded before the bubble
In addition to the companies listed above, several tech companies that were founded before the dot-com boom also ran ads. As these are outside the strict definition of a dot-com company, since their founding significantly pre-dated the creation of a dot-com website, they have been listed separately.
Pre-game ads
The following list details companies which ran ads prior to the actual game time.
Notes
See also
- List of commercials during Super Bowl XXXIV
References
External links
Contemporary opinions leading up to Super Bowl XXXIV
- CBS News article
- CNN Money article
- CNN Tech article
In-depth articles
- Analysis of OurBeginning.com and its advertising choices
- Retrospective with founders of Computer.com
Source of the article : Wikipedia
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