With advertisers paying up to $1.3M for a :30 spot on
Sunday's Fox Super Bowl telecast, many in the media are
analyzing the benefits of the buy.
MASS APPEAL: In S.F., Carol Emert looks at Holiday
Inn's Fallon McElligott spot that parallels a sex change
operation to Holiday Inn's overhaul of its "conservative
image." Univ. of CA-Berkley Marketing Professor David Aaker
said the ad "could screw up the Holiday Inn heritage," but
added, "If you're going on the Super Bowl, you need to take
risks" (S.F. CHRONICLE, 1/24)....In Chicago, Jim Kirk writes
that McDonald's decision not to advertise on this year's
Super Bowl "signals a shift in its marketing plan as a
result of its expensive alliance with Walt Disney and its
increase in backing the NBA." A McDonald's spokesperson:
"The Super Bowl has become too costly in relations to our
marketing priorities" (CHICAGO SUN-TIMES, 1/24). In
Baltimore, Gary Gately notes this year's advertisers "seem
to be betting heavily on the spectacle and the appeal of
celebrities, living and dead" (Baltimore SUN, 1/24). "CBS
Evening News" examined the Dirt Devil spot depicting Fred
Astaire dancing with Dirt Devil Products. AD AGE's Bob
Garfield: "Death used to be pretty much a career-ender, but
that doesn't seem to be the case anymore" ("CBS Evening
News," 1/23). In N.Y., Stuart Elliott writes this year's
Super Bowl spots are "harnessing star power," as at least 21
"feature stars in some capacity" (N.Y. TIMES, 1/24). In
Boston, Tina Cassidy notes the lack of women's products
advertised during the Super Bowl, despite the NFL targeting
the female audience for future growth. Cassidy: "Although
statistics show women make up 40 percent of Super Bowl
viewers and account for 75 percent of the purchases of
league merchandise, the NFL has been mostly unable to
attract advertisers of women's products" (BOSTON GLOBE,
1/24)....USA TODAY ran an ad report card, allowing viewers
to grade each spot (USA TODAY, 1/24).
WON'T BE A BLOWOUT: The '97 Super Bowl Advertising
Study, conducted by Eisner and Associates for the 11th year,
surveyed 1,000 adults from January 17-January 20. Those who
will watch the Super Bowl were asked what happens if the
game is a blowout: 42% will continue watching game and ads;
37% stop paying close attention; 10% stop watching the game
all together; 9% continue watching but pay more attention to
ads. Asked why they watch the Super Bowl: 36% said they
will not watch; 35% always watch the game; 15% like one of
the teams/good matchup; 10% watch to get together with
friends and 4% watch for the commercials (Eisner & Assoc.).
