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Super Bowl XLIV may offer early look at how internet is changing sports television advertising

"With less than five weeks to go before the game, CBS has only four commercial spots left to sell during the Super Bowl broadcast — demonstrating that advertisers once again will elbow each other to get into TV’s biggest event of the year," Meg James writes, but asks, "Will they always rush onto the field of sponsorship?" James adds that "Pepsi’s decision to sit out the Super Bowl, once deemed a can’t-miss showcase for major advertisers, underscores how the Internet is reshaping marketing by providing companies less expensive ways to convey their messages to consumers who might be likely to buy their products."
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