|Forget betting on the players, teams and NFL. Maybe it's time to bet on the brands and advertisers say online bettors.|
A few online betting sites such as BetonSports.com have already started taking bets on which of the Super Bowl ads will win the popularity vote.
With high profile, expensive commercials at this weekend's Super Bowl gaining as much as mind share as the game itself , fans and online betting enthusiasts are taking a twist, and instead betting on the ads themselves. For instance, advertisers like Pepsi one of the current favorites pegged to win the the online poll conducted by USA Today, has better chances by airing multiple commercials.
David Carruthers, CEO of BetonSports.com says, 'The betting should be intelligent and based on the pedigree of the brand, the quality of the ad agency, and how many ads are going to run.' The online betting operator expects gambling on the ads to be in the low tens of thousands of dollars.
He expects the total wagered on the game by the average BetonSports customer to be $111 including ad-related betting.
Such non-traditional bets for instance on ads are known as proposition bets. Carruthers said the proposition bets are the fastest growing segment of online gambling.
BetonSports.com which lists odds on 21 of the Super Bowl advertisers, currently has 5-to-6 odds on soft drink brand Pepsi, which means that if you bet $60, you can win $50 more, with minimum bet on the ads starting at $10. Brewer Anheuser-Busch follows next with 6-to-5 odds, with grid-lock for half-time sponsor America Online, Pizza Hut, Visa, most of the movie ads, along with the White House's anti-drug ad.
One other ad-related item that BetonSports is taking wagers on is the winner of the Lingerie Bowl, the pay-per-view half-time show featuring seven-on-seven football between lingerie models. Each team has 5-to-6 odds.
Among the long shots is the first Super Bowl ad from consumer products firm Procter & Gamble (P&G), which is advertising its Charmin toilet paper ad. BetonSports puts its odds at 20 to 1. Other bettor favorites on the website incude ads from office supply store Staples, which has 30 to 1 odds. Two public service spots, an anti-smoking ads from Philip Morris and the American Legacy Foundation, have 50 to 1 odds, competing with an Buena Vista Pictures, a division of Walt Disney Corporation.