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Published January 7, 1998
Ogilvy & Mather Worldwide "estimates" that 134 million people will watch some portion of Super Bowl XXXII "or about 44.7% of the nation's TV households will have their sets on," according to Sally Goll Beatty of the WALL STREET JOURNAL. That means "nearly" 3.9% more people will be watching the game than last year, when 129 million people watched "some part" of Super Bowl XXXI. One of the reasons is that media buyers say the four remaining teams "are considered roughly equal in audience popularity." Ogilvy President of U.S. Broadcast/Programming Peter Chrisanthopoulos calls the Super Bowl contenders "great draws," and Beatty writes that each of the four remaining teams all have "stars whose personal stories feed sports writers and TV profilers." Beatty adds "the strengths of individual networks are also a factor," and that NBC "has a better record of attracting big audiences to previous Super Bowls than CBS and ABC" (WALL STREET JOURNAL, 1/7). AD ROSTER: CA-based Auto-By-Tel will again purchase ad time during this year's Super Bowl. After last year's spot, Auto-By-Tel reported a 50% increase during February '97. This year's spot is entitled "Come As You Are" and will run during the second quarter (MEDIA CENTRAL, 1/7).