Accenture, the new name for Andersen Consulting, will be advertising its makeover. There is going to be less disparity in quality and excellent entertainment value in this year's ads. Today's matchup between the New York Giants and the Baltimore Ravens is not only the year's biggest professional football game, it's also the biggest event in the advertising world. No other event provides such a wide audience, estimated this year at 130 million viewers. Taking advantage of the huge numbers, advertisers traditionally launch new campaigns or introduce new products.
Some viewers tune in as much for the commercials as for the game, marketing consultants say.
Some advertising professionals, though, said that two weeks before kickoff, CBS still had Super Bowl ad time to sell. At a similar point last year, ABC was sold out. Cingular Wireless, the new joint venture between BellSouth and SBC Communications, will mark its brand debut with several spots, including one with NFL players. FedEx will launch a new campaign in a 30-second spot. Visa has one 30-second ad.