So, why did Groupon make a last minute Super Bowl ad buy? LivingSocial had a huge January. They ran an amazon.com gift certificate deal that sold 1.16 million deals, out-selling Groupon’s now famous Gap deal. The effect of the deal was that LivingSocial added 5 million subscribers, representing a 33% growth compared to Groupon’s 11% growth in January. Even more worrisome to Groupon is that the amazon.com deal proved what many predicted: consumers aren’t loyal to one daily deal service and will happily chase a good deal on a new service
