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SBD/19/Sponsorships Advertising Marketing
THE HYPE HAS BEGUN: FOX'S $UPER $UNDAY SEES HUGE BOON
Published January 19, 1999
Fox is ready to "reel in a staggering" $150M on Super Bowl Sunday by turning the game "into an even bigger all-day event -- making it the largest day in ad revenue for any network," according to Wayne Friedman of AD AGE. Of the $150M Fox will earn from Super Bowl ad revenue, "about" $45M will come from pregame inventory, with about $93M in-game ads already sold. Friedman notes that NBC received $10-15M from pregame ads last year. Fox also "hopes to make another" $2-4M from its postgame show, or $700,000-800,000 per 30-second spot. Fox is selling "large TV commercial packages to four, possibly five, advertisers" for pregame coverage (AD AGE, 1/18 issue). USA TODAY'S Bruce Horovitz wrote that marketers "clearly ... are buying into the concept" of pregame advertising, as Super Bowl programing stretches all day. Fox President of Broadcasting Sales Jon Nesvig said that 80% of the 150 pregame slots in its 7 1/2 hours of pregame programming "are already sold." Nesvig: "We'll bill as much in half a day as the network billed in an entire year 10 years ago." Media First Int'l Richard Kostyra said advertisers like the pregame buy because, "You can look like you're in the big leagues, but for a lot less money." Horovitz reported that 30-second pregame spots "closer to game time could" cost almost $1M. Among some pregame advertisers: Qantas, which will air a new spot about an hour before kickoff; Blockbuster, which will have 15 pregame and one in-game spot; and Pizza Hut, which "won't make a peep during the game," but will air 17 pregame spots and "expects" to sell 2.2 million pizzas on game day. Pizza Hut marketing exec Randy Gier: "We want to get into their heads before they make their orders" (USA TODAY, 1/18). In N.Y., Richard Sandomir puts Fox's "gross" at $180M in ad revenue for Super Bowl Sunday, including the Fox net and its 22 O&Os. Some advertisers are paying as little as $60,000 for a 30-second pregame spot (N.Y. TIMES, 1/19). DAILY VARIETY's Richard Morgan reports that Fox "has only two of 58 in-game ad slots left," but it expects the rest of its inventory to move "as early as this week." Apple Computer backed out of its in-game buy, but Fox "is simply re- shopping" the spot at a "per-eyeball rate" (VARIETY, 1/19). FOR THE EARLY AD LINE: AD AGE lists its Super Bowl ad roster, including creative and placement (AD AGE, 1/18). MIAMI NOTES: BRANDWEEK's Terry Lefton reports that in an effort "to influence the many media buyers" in Miami for the Super Bowl, Fox will use transit, outdoor and on-premise items to tout its "top-rated" pregame show (BRANDWEEK, 1/18). PA-based Jeremy's MicroBatch Ice Creams was selected by San Diego-based Mail Boxes, Etc. as its "entrepreneur of the year" in its second annual "See Your Small Business on the Super Bowl Search." The company wins $5,000 and a 30- second spot during the second quarter (BRANDWEEK, 1/18 issue)....The Falcons have elected to wear their home black jerseys, meaning the Broncos will wear white (DENVER POST, 1/19)....In Miami, Paul Brinkley-Rogers reported that ticket brokers are selling Super Bowl end-zone seats at Pro Player Stadium for $1,650 and up, midfield seats for "more than" $3,000 and club-level seats for $5,000. The tickets' face value range from $325-400 (MIAMI HERALD, 1/18)....Falcons gear in GA is hot. All 180 Falcons NFC Championship T- shirts ordered by Champs Sports in Duluth "were gone within an hour." The "hottest" selling T-shirt at The Sports Authority in Marietta, GA, was the official Starter locker room T-shirt bearing an image of the Super Bowl tickets. Stadium Stuff store in Atlanta said it sold about 2,500 T- shirts and 2,200 hats (ATLANTA CONSTITUTION, 1/19).