Vox Media has confirmed that it is set to run an ad during Super Bowl to promote theVerge, but it won’t be spending the same $4.5m that other companies are lashing out.
After the rumour erupted on Twitter on Tuesday - "it seems a lot of money to promote a news website" was one comment, the truth has emerged.
Jonathan Hunt, VP-marketing at Vox Media, revealed that the company's "Super Bowl commercial" would air in one market alone; Helena, Montana, a town of 30,000 people. It cost Vox just $700, he added.
"It's a nice, thrifty experiment," he added and revealed that Vox created the 30-second spot internally.
The ad will also run next Sunday on theVerge.com and YouTube.
The rumour that Vox Media had bought a Super Bowl commercial to promote its tech website The Verge, electrified Twitter.
Apparently, the Verge published the commercial on its site prematurely and then took it down, said AdAge, but not before the world caught a glimpse and saved it.
"Yes, it's running during the Super Bowl," Fay Sliger, communications director at Vox Media, said before Jonathan spilled the (cut-price) beans.
Newcastle Brown, as The Drum has already reported, is doing regional “crowdsourcing” for an ad to get round the national exclusivity for booze ads held by InBev.