MCDONALD'S TO RETURN TO SUPER BOWL, BUT PROGRESSIVE OPTS OUT

          McDonald's "will stage a comeback next year" with plans
     to advertise during ABC's broadcast of Super Bowl XXXIV,
     according to Louise Kramer of AD AGE.  McDonald's last ran
     ads during the Super Bowl in '96, when it spent $2.2M on the
     effort.  Kramer writes that the ad buy is "expected to be
     significant," as a McDonald's exec said, "We have to make a
     huge impact to make it worth our while" (AD AGE, 7/26).
          NO SOUP FOR YOU! BRANDWEEK's Terry Lefton writes that
     Progressive Insurance has "walked away" from its sponsorship
     of the Super Bowl halftime show, which is priced at "around"
     $5M annually.  Progressive "opted out" of its two-year
     commitment, although it "signed a separate agreement to
     continue as an NFL corporate sponsor" (BRANDWEEK, 7/26).