How integrated is your search?

Interesting article from Kevin Newcomb on Clickz following the Super Bowl last weekend.

Super Bowl advertisers improved the level of integration between their TV spots and their search and online presences this year, but most missed significant opportunities.

Given most of these advertisers paid upwards of $2 million (USD) for a spot, you would think they could have handled a few extra dollars for search engine advertising (SEA or PPC).

So how about some local examples – well you just need to think of the four major sporting events that will occupy interest in this part of the world during 07 – netball, rugby, cricket and the America’s Cup…

Try Silver Ferns

Then All Blacks

Not looking good for the sponsors…

Black Caps

Team New Zealand

Okay, a pretty quick test but given the amount spent on these sorts of activities why have the sponsors (or their agencies) not gone the extra mile and run an SEA program?