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IS SUPER BOWL WEB ADVERTISING AS HOT AS THE HYPE?
Published January 18, 1996
Philip Morris's Kraft Foods is one of "a handful of advertisers" planning to have a presence on the NFL/NBC Super Bowl Web site (http://superbowl.com), but "only a few Super Bowl advertisers have signed up," according to Sally Beatty of the WALL STREET JOURNAL. The site's "late start and status as an untested medium apparently inhibited sales." Microsoft paid $225,000 for its title sponsorship and advertisers were "given a choice of paying either $100,00 for a banner, or four cents every time a browser views the advertiser's page." According to Andrew Batkin, Chair of Interactive Marketing, whose firm is responsible for superbowl.com site sales, most advertisers "opted for a per- page rate, and will end up paying prices starting at about $25,000" (Sally Beatty, WALL STREET JOURNAL, 1/16). PRIMESTAR'S AD STRATEGY: Primestar, the direct satellite broadcasting service, will spend nearly $150M on marketing this year, with their national campaign beginning on Super Bowl Sunday with two new 30-second spots. The spots "focus on Primestar's rental approach, touting 'There's nothing to buy.'" Primestar will target the male sports viewer by running spots during NHL and NBA All-Star Games, along with MLB's All-Star and World Series telecasts. Primestar VP/Marketing Dennis Wilkinson said only 20-25% of their ad money will be sent on sports programming (Jim McConville, BROADCASTING AND CABLE, 1/15 issue).