Chemistry.com Adds $40 Million Campaign

Chemistry.com is continuing its efforts to take down its online dating site competitors with a new ad campaign. The company has announced plans for a $40 million ad push that includes four new TV commercials. The ads begin debuting April 14 and will mainly air on cable networks like Bravo, FoodTV and TNT.

• $40 Million Too Much?: Is Chemistry.com Going Overboard
• Chemistry.com Goes After eHarmony: Rejected by eHarmony Campaign

About this time last year, Chemistry.com began its "Rejected by eHarmony" campaign in a $10 million advertising effort. That campaign generated a 72-percent spike in the site's traffic.

Chemistry.com spent about $21 million in advertising in 2007. The company is owned by Match.com.

With the company spending $21 million for the entire year in 2007, is $40 million overkill for Chemistry.com's new campaign with four commercials? Or is this a good move for the site to increase traffic? Share your opinion.