Nationwide To Run SB Ad For First Time Since '07 SEC Title Game Rating Down Again CBS, Dish Reach Carriage Deal Shanks, Lazarus Talk About Sharing NASCAR Rights Notre Dame Audience Drops On NBC Janay Rice Has 15 Outlets Bidding For Interviews NBC, ESPN Land Exclusives With Janay Rice Iron Bowl Draws Big ESPN Rating ESPN Draws Lowest "MNF" Rating Of '14 Cowboys-Giants Rating Lower On NBC
SBD/26/Sponsorships Advertising Marketing
PENNZOIL'S SPORTS SPONSORSHIPS TARGETING PREMIUM MARKET
Published March 26, 1996
Pennzoil is staking its '96 core motor oil strategy on a "technological superiority claim" and its sponsorships of the Indy 500 and NBC's Olympics coverage via $14M in media advertising, according to BRANDWEEK. This strategy marks Pennzoil's move toward "premium positioning," boosted by price discounting included in a Final Four rebate offer. Sports tie- ins help reach the 18-49 audience, and Pennzoil is using its Olympic broadcast ads to target female buyers, now about 50% of the company's total sales. Pennzoil will break a new spot on CBS' Final Four coverage Saturday to push sales of their 10W-30 motor oil. Valvoline, which is "pushing" the growing semi- synthetic blend oil category will have 14 spots on ABC's Indy 500 telecast, but lose in-track signage to Pennzoil (Steve Gelsi, BRANDWEEK, 3/25 issue). RACING NEWS: Sources say that Roger Penske, owner of Michigan Int'l Speedway Owner, is putting up an "estimated" $70M offering in Penske Motorsports Inc. which will be priced as early as today and available for investors for the first time on Wednesday (Dave Philips, DETROIT NEWS, 3/26).