After being battered badly by the apparent surge of acceptance of Blu-Ray, HD DVD is purchasing a Super Bowl spot to get some attention from the beer-hungry, HD-loving football fans this coming Sunday.

The ad is set to feature three Toshiba DVD players, being that the ad is being purchased by Toshiba. The ad is said to cost Toshiba $3 million.

This is a wise audience for Toshiba to hit. It is estimated that about 2 million households purchased HD television sets in the latter part of 2007 specifically for the Super Bowl. Of course, with more HD TVs hitting our living rooms, people are going to be looking for high-def DVD movies.

Blu-Ray was not able to create an ad in time for Super Bowl, and they dismiss the Toshiba ad. "Running a Super Bowl ad is not likely to convince consumers that HD DVD will win the format war."

The good thing for consumers is that, as this format war draws to a close, prices of these players is going to finally drop. I tend to doubt that Toshiba’s ad is going to pimp HD-DVD as much as it will just convince people they want high-def DVD. And, once they go to the stores, they’re more likely to walk home with Blu-Ray.