Not for branding - which all Super Bowl ads are. You want to get as many unique viewers as possible, demos aren't overly important. Branding by buying up a wh

Not for branding - which all Super Bowl ads are. You want to get as many unique viewers as possible, demos aren't overly important. Branding by buying up a whole bunch of separate channels and time slots is very difficult to get that kind of unique impressions. The Daily Show's demo is very coveted so they would get a much better rate than a Simpsons rerun earlier in the day. I will look for the TV study, I am going from a foggy memory. However, even online breadth and volume is very key for branding campaigns. That is how ads.com really took off - being a single point of purchase for a massive number of uniques sold well with the traditional ad agencies (because they are lazy/uninformed when it comes to the web).