BBDO Worldwide Exec VP Steve Grubbs said that the
agency has "revised downward" its audience estimate for
Super Bowl XXXI to 122 million total viewers, or 43% of the
nation's 97 million households, according to Sally Goll
Beatty in the WALL STREET JOURNAL. This estimate is down
11.6% from Super Bowl XXX's audience of 138 million.
Despite the "expected drop" in viewers, advertisers are
paying Fox an average of 9% more to advertise on this year's
Super Bowl, or $1.2M per 30-second spot. Grubbs' original
estimate was 128 million total viewers, or 45% of TV
households, but he says that the lowered estimate comes
after a "recent fall-off in football ratings." Grubbs also
notes if the Panthers and Jaguars make the Super Bowl, the
estimate could fall another 10%. Ogilvy & Mather Worldwide
predicts 41-42% of TV households will tune in, while Leo
Burnett, Chicago predicts 45.5% (WALL STREET JOURNAL, 1/10).
SUPER BOWL NEWS & NOTES: In Boston, Chris Reidy that
fans won't see "ads for products or services" from MA-based
companies, during Super Bowl XXXI, adding Gillette, Reebok,
Fidelity Investments and Polaroid will not advertise on the
game (BOSTON GLOBE, 1/10)....Holiday Inn Worldwide will
break its first ad campaign from Fallon McElligot,
Minneapolis, during the fourth quarter of the Super Bowl (AD
AGE ONLINE, 1/10)....CNS's Breathe Right nasal strip spot
during the game is one component of its Super Bowl marketing
program, which includes a national FSI to 45 million homes
on January 19, a direct mail coupon offer, and a new print
media campaign (CNS).
