SBD/25/Sponsorships Advertising Marketing

THE ABC'S OF PUTTING ON A SUPER BOWL BROADCAST

     Amid all the talk that ABC's 2nd half ratings could suffer
if this year's Super Bowl is another NFC blowout, Dennis Lewin,
Senior VP of Programming for ABC Sports, said there is no
specific barometer for a successful Super Bowl other than the
fact that, "in all likelihood, it is going to be the highest
rated television show of the year.  And that is successful by any
standard."  Lewin, who made his remarks during of news conference
attended by members of ABC's Super Bowl broadcast team, also
noted that ad sales for this year's game "are as good as they've
ever been for the history of this game."  Also in attendance:
Announcers Al Michaels, Frank Gifford and Dan Dierdorf, sideline
reporter Lynn Swann, pregame host Brent Musberger, pregame
producer Curt Gowdy Jr., "Monday Night Football" Producer Ken
Wolfe and Exec Producer Jack O'Hara.  Excerpts follow:
     THE GOALS OF THE BROADCAST:  Ken Wolfe said that the goals
won't change and called the Super Bowl "a natural extension of
what we don on 'Monday Night' on a regular basis."  He noted the
"diverse audience" that tunes into "Monday Night," including
"peripheral" males and women.
     THE "FOX BOX":  Wolfe maintained his position that the on-
screen scoreboard, instituted this year by Fox, is not necessary
and will not be used during the Super Bowl.  Wolfe:  "I think too
much has been made of it."
     THE HYPE:  Brent Musberger said there was no need to hype
the game in the pre-game show:  "The printed media, ESPN and all
the cable channels do it for us. ... [Viewers will want to know]
Is there a chance for an upset?  If there is, if this game turns
the corner in the 4th quarter and the Chargers have a chance to
win it, then I think you'll see one of the greatest Super Bowl
ratings of all time."  Gifford said if the Chargers were to win,
it would probably be the biggest Super Bowl upset ever, at least
similar to Super Bowl III (Jets over Colts).  Dierdorf countered
that it would be "bigger" Super Bowl III (THE DAILY).
Return to top
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug