Super Bowl Notebook | Big Game ads still big-time business

NEW YORK — For most of us, Super Bowl ads make fine entertainment. But for the advertisers who make and buy them, Sunday is white-knuckle time.

The blogging boom has created crowds of armchair critics; the price for a 30-second spot is up again, to $2.7 million; and a writers strike has wiped out many other opportunities to reach mass audiences by putting scripted dramas such as "Desperate Housewives" on hold.

Against this backdrop, many major marketing powers and a few first-timers couldn't resist the opportunity of reaching more than 90 million people in a single shot — something increasingly hard to do in any medium.

"There are so few media vehicles out there that reach that size audience that there's still a big value in not only reaching so many people, but in such an engaging manner," said Andy Donchin, director of national broadcast at Carat, a major buyer and planner of advertising.

Add the extra buzz created by the possibility of the New England Patriots making history with an undefeated season, and advertisers have a lot on the line. The placement is great if they have a winning ad, not so great if the ad tanks. Last year's viewership of 93.2 million was close to the all-time record of 94.1 million set in 1996, and many believe that record could be surpassed this year.

The Super Bowl continues to draw new advertisers. Tire maker Bridgestone Firestone North America is jumping in with two spots and sponsorship of the halftime show. One ad features a car accelerating toward Richard Simmons as he dances on a road at night. In the other, a woman screams as the car she's riding in approaches a squirrel nibbling on an acorn.

Other big advertisers are venturing back to the Super Bowl after long absences. Audi is coming back to the game after nearly 20 years with a Godfather-themed spot. And Coca-Cola, whose main brand was back in the game last year for the first time since 1998, will have three or four spots this year.

Another theme cropping up again this year is amateur talent. The NFL itself ran a contest among fans last year to come up with ad ideas, and this year solicited league players to pitch ideas for a spot based on how they got into the sport. Likewise Doritos is running a contest where undiscovered musicians submit video performances of original songs. And Pepsico used its own employees in its Super Bowl ad.

Notes

• Patriots NT Vince Wilfork has been fined $5,000 for unnecessary roughness during the AFC Championship Game, his fourth fine of the season.

The NFL acted after Wilfork received a 15-yard penalty for grabbing the facemask of Chargers RB Michael Turner with his right hand during New England's 21-12 win over San Diego on Jan. 20. The fine brings Wilfork's total to $37,500 this season.

• James Lofton, the Hall of Fame receiver and recently fired Chargers wide receivers coach, is scheduled to interview with the Raiders for an unspecified coaching position.

Considering Lofton was a candidate for the head-coaching job the past two times the Raiders had an opening, it is unclear what role he would serve if hired. The Raiders haven't announced receivers coach Charles Coe wouldn't return.

Raiders senior executive John Herrera said Friday that head coach Lane Kiffin, amid reports he had been asked to resign, would interview Lofton.

• The Washington Redskins, still without a head coach, promoted Scott Campbell to director of player personnel.

• Mike Holovak, a former Boston Patriots coach and a longtime NFL executive with the Houston Oilers and Tennessee Titans, died Sunday in Ruskin, Fla. He was 88.

The Sacramento Bee contributed to this report.