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NETWORK NEWS: DR PEPPER ON ABC; NBC & SUPER BOWL XXX
Published March 29, 1995
Dr Pepper has signed a 3-year deal with ABC to be the presenting sponsor of the network's coverage of the SEC football championship games through '98. The company also holds a 2-year option that could extend the association through 2000. Since '93, Dr Pepper has been the presenting sponsor of the game. The deal gives Dr Pepper "category exclusivity" in addition to ten 30-second spots and a minimum of three on-air billboards for each game. Category exclusivity includes not only soft drinks, but isotonic beverages as well. To supplement its media buy, Dr Pepper plans to run a marketing/merchandising campaign tied to the game that involve southern-based retail chains. Also as part of the ABC deal, Dr Pepper becomes the presenting sponsor of the network's Thanksgiving Day college football games, which also includes category exclusivity. Dr Pepper would not disclose the deal's total price tag (Brockington & Reynolds, INSIDE MEDIA, 3/15-3/28). NBC & SUPER BOWL XXX: NBC, which will televise Super Bowl XXX, has been negotiating with a couple of traditional Super Bowl advertisers, PepsiCo and Anheuser-Busch, with discussions reportedly focused on ad positioning. It is unclear how much NBC is seeking for a 30-second spot. While the "sports marketplace is quite healthy now, INSIDE MEDIA's Brockington & Reynolds note that Super Bowl XXX "takes place in an Olympic year," and the '96 Games will "drain millions of dollars from the market" (INSIDE MEDIA, 3/15-3/28). FOX & THE NHL: Fox will use animated characters during its coverage of the NHL, according to Michael Hiestand of USA TODAY. The "Fox Bots" are animated robots who will appear after goals to "do battle via steamroller or laser beams." Also, Wayne Gretzky will be an in-studio guest analyst during Fox's debut coverage this Sunday. Gretzky might even lace up his in-line skates in Fox's in-studio the mini-rink in L.A. (USA TODAY, 3/29)....TSN's Gary Green has been enlisted by Fox Sports to be a game analyst. He will be teamed with Fox's Kenny Albert (TORONTO SUN, 3/29).