The number of dotcom companies planning to air commercials during America’s equivalent of the FA Cup - the Super Bowl - has dropped dramatically from last year.

In fact a mere 10% of Super Bowl advertisers are dotcom companies, compared with about 40% last year, according to a spokeswoman for CBS, which will broadcast the American Football game 28 January.

The rest of the companies are more traditional advertisers such as beer, car and financial firms, the spokeswoman said.

The drop is a sobering reminder of the hard times many pure-play online companies have run into, according to industry analysts.

Market research firm The Yankee Group estimates that with elusive profits and stagnant revenues, many pure-play dot-coms have slashed their advertising and marketing budgets by 50% to 70%.