Rivalries Highlight CBS' Thursday NFL Package ESPN Gets NFL Playoff Game For First Time NBC Has Best Full Season Of NHL Games Sochi Games Provide Q1 Jolt For NBCUniversal TV Audience Down For NBA Regular Season NBC Up For Opening NHL Playoff Telecasts NBC Linking Late-Night Shows In With Derby Disney: Cable Network Unit Growth To Continue MWC Schools Increase Nat'l TV Exposure Masters Overnight Lowest Since '04
Upcoming Conferences and Events
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).