Taking its message to the largest marketing platform on earth, Toshiba has plunked down a reported $2.7 million for a 30-second spot on this year's Super Bowl telecast.
Jodi Sally, VP of Marketing for Toshiba's Digital A/V Group confirmed the purchase to Home Media Magazine, saying "it has always been our strategy to reach HDTV owners, [and] using advertising on football games is just one vehicle."
Of course, the Super Bowl is more than just a football game; according to a research study conducted by trade group the Consumer Electronics Association and advocacy group Sports Video Group, more than 2.4 million HDTV sets will be sold due to Super Bowl XLII.
Sally said that Toshiba's 30-second Super Bowl spot would highlight the company's HD-A3, HD-A30 and HD-A35 HD DVD player, all of which saw significant price cuts a week after Warner's move to Blu-ray exclsuivity.
At press time, there were no plans for a Blu-ray counter-offensive during this year's Super Bowl, with BDA spokesman Andy Parsons telling Home Media Magazine that he didn't believe a Super Bowl ad would convince consumers that HD DVD will win the format war.