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Media News - Monday, February 08, 2010

Google splashes out USD 5m on Super Bowl advert

Google's aversion to advertising its search engine on TV ended with a bang on Sunday night as the company paid an estimated USD 5m to run a commercial during the Super Bowl. The minute-long spot marks the biggest venture into mainstream advertising for a company that has become notorious growing almost exclusively through word of mouth and online exposure. Google's "Parisian Love" commercial, which featured a variety of plugs for the company's search engine played out as a virtual love story, was aired during the game's third quarter and lasted a full minute. As one of the world's most-viewed TV events, the Super Bowl is a opportunity for advertisers to reach huge audiences in one swoop - and a notorious cash cow for the NFL. With companies charged around USD 2.5m for a 30 second spot last year's game, which lasted just over three and a half hours, made USD 213m from advertising alone. But experts said the decision to spend millions on a highly-visible ad betrays how Google is feeling the heat from competitors - in particular Microsoft's Bing search engine. Running an advert of this magnitude marks a significant turnaround for Google, which has regularly turned its nose up at offline advertising. While is not the first time that Google has ventured into mainstream ads – in recent months the company has promoted its web browser, Chrome and run an international campaign to publicise its web-based software - it has done little or no external marketing of its search engine for most of its life. (The Guardian)