Super Bowl XXXIII on Fox is "attracting some unusual
players" as advertisers, such as the WWF and two Internet
"job hunting sites," according to USA TODAY's Melanie Wells.
These "upstart advertisers" will pay $1.6M for a 30-second
spot, more than "they spend all year on advertising." Fox's
$1.6M asking price is 23% higher than last year's $1.3M
charged by NBC. Hotjobs.com, which estimates $5M in revenue
this year, "expects" to spend $2M -- including production
costs -- on an "irreverent" ad. Its competitor, The Monster
Board, bought 1:30 worth of time. The WWF has purchased "at
least" one 30-second spot, which may be used to promote a
PPV event in March (USA TODAY, 11/17).
WILL THERE BE A JEDI? Producers of the new "Star Wars"
movie have "quashed a rumor" that they have bought 12-
minutes of ad time during the Super Bowl. 20th Century Fox
is distributing the movie (N.Y. POST, 11/17).
FEET WON'T FAIL THEM NOW: Just For Feet (JFF) has
selected the Rochester, NY, office of Saatchi & Saatchi to
create JFF's initial advertising spot in a $25-30M national
branding campaign. A 30-second ad will debut during the
Super Bowl. JFF CEO Harold Ruttenberg said that "up to now"
the company's $70M ad program has been "local, limited to
the markets where the company has stores." A 15-second
"teaser" spot will run during the NFC Championship game
(JFF). BRANDWEEK's Terry Lefton has JFF's Super Bowl spot
running during the third quarter (BRANDWEEK, 11/16 issue).
