Super Bowl Advertisers Hope for the Best

This year's game won't draw as many viewers, but advertisers like Hyundai who are shelling out for the pricey spots are tailoring their pitches to recession-strapped consumers

Super Bowl advertisers have plenty to worry about come Feb. 1. Super Bowl commercials cost as much as $3 million this year, but the contest between the Arizona Cardinals and the Pittsburgh Steelers may not attract the same blockbuster, 97.5 million person audience that tuned in to watch last year's clash of the New York Giants and the New England Patriots. Meanwhile, those who do watch are likely in no mood to shop, thanks to the weak economy.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.