NBC and the NFL will announce a partnership with Microsoft
today to "produce a month of advertiser-backed Super Bowl hoopla
on the Internet, billing it as one of the biggest interactive
promotions dedicated to a sports event." According to this
morning's WALL STREET JOURNAL, Microsoft will help create and
manage an NFL-NBC Super Bowl site on the Web and pay about
$225,000 to the NFL and NBC "to serve as the main sponsor of the
on-line venture." The league and network will charge $100,000
for "each of its seven advertising slots." Or advertisers can
pay a fee based on the number of times computer users view pages
showing their ads, up to $150,000. On-line ad execs said the
rates "are high compared with existing sites but could help set
the standard for the medium." Rick Boyce, VP/Advertising for
HotWired, said that "a successful effort could lead to the sale
of official on-line rights to major sporting events." NBC will
promote the site during NFL playoff and college bowl telecasts
(Stefan Fatsis, WALL STREET JOURNAL, 12/18).
OTHER PROMOTIONS: NBC and the NFL will also team for an
hour-long special on January 27 called "Behind the Scenes: Super
Bowl XXX." According to the N.Y. TIMES, they are offering joint
sponsorship opportunities on the Web site and TV show. Microsoft
will have category exclusivity as NBC will not sell to other
computer marketers during the TV special. NBC Sports Senior VP
Jonathan Miller: "We want at most five or six advertisers to buy
the nine minutes of time and already some have stepped up."
Others interested include M&M/Mars, Procter & Gamble and
Prudential. Fans at the Super Bowl in Sun Devil Stadium will
also find a free CD-ROM on their seats featuring Internet
Explorer, the Microsoft Web browser (Stuart Elliot, N.Y TIMES,
12/18).
