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SUPER BOWL EXPERIENCE, I: WHICH AD WILL BREAK FROM THE PACK?
Published January 23, 1998
According to MD-based Eisner & Associates Advertising's annual study, 7% of U.S. adults will watch the Super Bowl "just" to see the ads. That has jumped from 4% in '97 and means over 10,000,000 people watch the Super Bowl solely to see the commercials. The study also found that those paying more attention to the ads, even if the contest is decided early, have increased from 51% in '97 to 55% in '98. Of the expected viewers, 22% will watch many (36-58) of the 58 Super Bowl ads; 23% will watch some (16-35); 22% will not watch many (1-15); and 33% will not watch any of the 58 ads or not watch the game at all. The study was conducted among 1,000 households nationwide after the Super Bowl teams were determined and has a 3.5% margin of error (Eisner & Assoc). SUPER SUNDAY: The 30-plus Super Bowl advertisers will pay $43,333 for each second of ad time during Sunday's broadcast, according to Stuart Elliott of the N.Y. TIMES. Elliott reports that "mainstays" like automakers, fast food and sneaker companies, "are giving way to an unconventional combination of advertisers high and low," including computer chips and software, telecom products and services, Internet shopping and satellite TV equipment (N.Y. TIMES, 1/23). In Boston, Chris Reidy writes "there seems to be no overarching theme" to this year's ads (BOSTON GLOBE, 1/23). MSNBC's Keith Olbermann, juxtaposing the Super Bowl to the events involving President Clinton: "Hello, good evening, and welcome from San Diego, site of a decreasingly relevant Super Bowl XXXII come this Sunday" ("The Big Show," 1/22). THE PLAYERS: In Orlando, Jim Abbott reports some of this year's "most anticipated spots" are A-B's Louie the Lizard plotting to rid the world of the Budweiser frogs; Pepsi's Gen-X body-piercing spot and a gnat doing a Mick Jagger impersonation for Pepsi's Lipton Brisk iced tea; and Nike's "The Evolution of Skin" featuring "seemingly naked images of" Lisa Leslie, David Robinson and Michael Johnson (ORLANDO SENTINEL, 1/23)....CA-based Pocket Pump owners Rob Lange and Chuck Davey will show off their invention, via a 30-second spot, courtesy of Mail Boxes Etc.'s "See Your Small Business on the Super Bowl Search" contest. The Pocket Pump is an air pump designed to inflate sports balls (THE DAILY)....In Atlanta, Mickey Gramig reports that Coca- Cola is "spreading its Super Bowl ad dollars across the globe through sponsorship of MTV's 'Rock-N-Jock' Super Bowl weekend programming." The MTV event, "designed to reach teenagers not tuned in to the game, will feature more than" 30 spots featuring Coca-Cola products (ATLANTA CONSTITUTION, 1/23)....CA-based Auto-By-Tel returns after running a spot last year. Auto-By-Tel CEO Pete Ellis: "Our business increased by about 50% and that never dropped below that number. We had a big bump in business" (CNBC, 1/22).