SBD/18/Sponsorships Advertising Marketing

MORE FROM THE ROAD TO MIAMI: ONLY 12 MORE DAYS

     According to INSIDE MEDIA, ABC has sold a record $75M worth
of ads for the game.  Thirty second ads were sold for $1M to
$1.2M each (INSIDE MEDIA, 1/17 issue)....49ers QB Steve Young was
spotted wearing a "Say Ow" pullover from Junior Seau's clothing
line.  Young: "Hey, if it's free, it's for me" (MIAMI HERALD,
1/17)....In Miami, Anne Moncreiff Arrarte notes that many
companies are including Joe Robbie Stadium in their ads -- even
those that are not advertising during the game.  JRS VP/GM Glenn
Mon: "We're always looking to book future events here outside of
football and baseball.  These ads let us use the stadium instead
of leaving it empty and keep us top of mind" (MIAMI HERALD,
1/17)....TV syndicator GGP, with 190 TV stations on its roster,
will provide clearances for advertisers reaching 95% of the
nation on its sold-out "Miller Lite Super Bowl Special with Dan
Dierdorf."  In addition to Miller Lite, which has four spots,
DirecTV (three), MCI (two), SmithKline Beecham (two), KFC (one)
and Soloflex (one) all have bought time on the one-hour program.
It will air during a broadcast window extending from January 27
through Super Bowl Sunday.  GGP President Bob Horowitz: "Most
stations are running the program in access on Friday and
Saturday, but some are using it as a lead-in to ABC's [pre-game]
coverage" (COWLES BUSINESS MEDIA, 1/16).... The following will
appear during the Doritos Super Bowl Halftime Extravaganza, which
will be produced by Disney:  Patti LaBelle, Tony Bennett, the
Miami Sound Machine and trumpeter Arturo Sandoval (Super Bowl
XXIX)....Wednesday's "Super Bowl Ad Watch" in USA TODAY features
Bud Bowl.  Anheuser-Busch has bought one 60-second ad, which is
down from previous years when the Bud Bowl ads aired throughout
the games (USA TODAY, 1/18).
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