SBD/19/Sponsorships Advertising Marketing

THE HYPE HAS BEGUN: FOX'S $UPER $UNDAY SEES HUGE BOON

          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). 

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