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SBD/Issue 82/Sponsorships, Advertising & Marketing
Two Weeks And Counting: CBS 5-6 Six Spots Away From Sellout
Published January 19, 2004
CBS has sold "all but five or six 30-second spots" for its Super Bowl broadcast, according to sources of Phyllis Furman of the N.Y. DAILY NEWS. With 30-second ads going for an average of $2.3M a 7% increase over what ABC got last year CBS is "set to take in about $140[M] for the game." For several blue-chip companies, the Super Bowl's "appeal is stronger than ever after the fizzling of this year's TV season that saw a massive flight of young male viewers." Staples Exec VP/Marketing Shira Goodman, whose company has an ad during the game, said, "It makes the Super Bowl all the more valuable" (N.Y. DAILY NEWS, 1/19). The WALL STREET JOURNAL's Brian Steinberg reports there is one 30-second ad "available in the first half." CBS has sold about 90% of Super Bowl inventory, but "can still make blue-chip space available to an interested party" (WALL STREET JOURNAL, 1/19).
THE FAMOUS MR. E.D.: AD AGE's Rich Thomaselli reports all three erectile dysfunction drugs will have spots on CBS' Super Bowl broadcast. Eli Lilly and Icos' Cialis, which launched a new 15-second ad on yesterday's conference championship games on CBS and Fox, will run a 30-second ad during the Super Bowl, via Healthy Grey Village, N.Y. GlaxoSmithKline and Bayer's Levitra, an NFL sponsor, will also run a 30-second Super Bowl ad, via Quantum Group, NJ. The 30-second spot for Pfizer's Viagra is from Cline Davis & Mann, N.Y. (AD AGE, 1/19). Pharma Marketing News Publisher John Mack is not "sure how effective it will be to spend big money on football for a drug [Cialis] that's trying to appeal to both men and women." Mack: "They want to compete with Viagra and Levitra, so they need to air during football games, but a full strategy would put these ads on shows that women watch, like 'Oprah'" (SEATTLE TIMES, 1/17).
PETA BREAD? NO THANKS: The AP's David Bauder reported that in addition to an ad for liberal advocacy group MoveOn.org's anti-President Bush ad, CBS has also rejected an ad for People for the Ethical Treatment of Animals (PETA). The PETA ad "asserts that meat-eating causes impotence." CBS Exec VP Martin Franks: "We do not accept advertising on one side or the other of controversial public issues." PETA spokesperson Lisa Lange believes that CBS' policy is "inconsistent, because she's seen ads condemning smoking and drunken driving on past Super Bowl telecasts." But Franks responded, "If you can find a respectable group that is for drug abuse or kids starting to smoke, then I would find that to be an intellectually rigorous argument." Bauder noted that some TV insiders "believe organizations put forth ads they know will be rejected in the hope of attracting publicity" (AP, 1/17). The Wall Street Journal's Rebecca Quick: "The big winner is PETA. ... They got turned down for their ads and yet we're all talking about it. They've gotten so much coverage out of this and they didn't have to pay the $2.25[M]" ("Bullseye," CNBC, 1/16). On "Weekend Update" during NBC's "Saturday Night Live," Tina Fey said, "CBS announced that it will not air MoveOn.org's winning anti-Bush ad during the Super Bowl saying that they don't air so-called 'issue ads' unless the issue is that girls are sluts for beer" ("SNL," NBC, 1/17).