Super Bowl ad survey: Many small-business owners prefer to sit it out

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Posted: Saturday, February 1, 2014 12:00 am | Updated: 1:51 pm, Thu Jun 5, 2014.

The advertising bonanza that is Super Bowl Sunday is a spectacle in its own right, but a survey from business solutions provider Sage North America shows many small-business owners would prefer to stay on the sidelines, even if they had the means to buy air time.

More than 60 percent of small-business owners surveyed indicated an ad during the big game would have no effect on their business. Thirty-one percent said they felt national exposure would provide a bottom-line benefit.

“Local (markets) is where businesses get the biggest bang for their buck, not national,” said Gabrielle Boko, executive vice president of marketing for Sage.

Accordingly, Sage has launched a sweepstakes in which it will select one U.S. company and one Canadian company to receive a $15,000 local advertising package. The sweepstakes runs through Feb. 7.

Find more details at

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