The top three rated commercials premiering during Fox's
Super Bowl XXXI coverage, as determined by the USA Today
Super Bowl Ad Meter, will be announced during the network's
post-game show. During the game broadcast, USA Today will
conduct an informal consumer poll, during which focus groups
will grade ads premiered during the game. This marks the
first time the results will be exclusively announced on the
network broadcast of the game (Fox).
SUPER BOWL ROUND-UP: In New York, Stuart Elliott
profiles Porsche's Boxster sports car Super Bowl spots.
Porsche "is seeking" consumers ages 35-45, and the company
also "wants more women." Rich Silverstein, Chair and co-
Creative Dir at Porsche's ad agency, Goodby, Silverstein &
partners, San Francisco: "That's what's cool about the Super
Bowl. The husband and wife are watching together" (N.Y.
TIMES, 1/16)....USA TODAY's "Super Bowl Ad Watch" looks at a
Visa spot starring Bob Dole. In the 60-second BBDO spot,
Dole visits his hometown of Russell, KA, "but later runs
into a financial fix" (USA TODAY, 1/16)....Wieden & Kennedy
Creative Dir Stacy Wall said Nike has the option to continue
showing their Li'l Penny Super Bowl Party ad, or some
different version, for two weeks after the game. Wall: "You
might even see some spots of him reminiscing about the
party, including moments you didn't see before" (WASHINGTON
POST, 1/16). A Nike Canada spokesperson said that the Super
Bowl spot hasn't been confirmed to be included in the
Canadian broadcast of the game, but the company "hopes" to
have it carried in Canada (Toronto GLOBE & MAIL, 1/16).
