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SBD/5/Sponsorships Advertising Marketing
PBA'S COMEDY CENTRAL APPROACH GETTING NATIONAL NOTICE
Published February 5, 1998
The PBA's new nationwide ad campaign is examined by David Adams of the AKRON BEACON JOURNAL. Adams: "Humor and personality are what the PBA is peddling in hopes of attracting a younger audience to the pro tour. The first round of print ads will be aimed at generating sponsor interest. ... The second round of print and TV ads will likely be more consumer friendly and fan focused." Adams adds that the PBA has decided to spend $500,000 to $1M of its $13M annual budget on the new ad campaign, created by Partners and Shevack, NY, and assisted by The Marquee Group (AKRON BEACON JOURNAL, 2/5). In Milwaukee, Paul Drzewiecki reviewed the new bowling and spectator format used to "liven broadcasts" up this year on ESPN. PBA Assistant Commissioner Kevin Shippy said the new TV format, which includes fans sitting along the bowling lanes and closer to the action, has received a "positive reaction from players" and from ESPN (MILWAUKEE JOURNAL SENTINEL, 2/4).