Although many viewers don't realize it, virtual ads
"are proliferating in TV sports these days, in baseball
games, bullfights, and the international feed of January's
Super Bowl," and "could be appearing soon" in other sports
coverage such as boxing, basketball and tennis, according to
William Power of the WALL STREET JOURNAL. ESPN used NJ-
based PVI's technology for a June MLB game and "plans to use
it again" for its August 9 Braves-Giants broadcast. In
addition, ABC's telecast of this weekend's Brickyard 400
will show virtual logos for Pennzoil, Chevrolet, Miller Beer
and NAPA, which will appear as if "they have been mowed into
the grass on the fourth turn." Virtual ads are seen as
"cost-effective," since a half-inning of national exposure
during an MLB game can run "about" $20,000, "roughly the
same as" a 30-second spot. And, the technology allows
advertisers to target regionally. Although early on in the
use of the virtual ads, some teams ran disclaimers to
disclose the technology's use, "that practice has been
stopped." Phillies Ad Sales Dir David Buck, whose team has
recently begun using virtual ads, said "there's no need" for
such a disclaimer, adding that there has been "maybe one
complaint so far" from viewers (WALL STREET JOURNAL, 7/30).
