SBD/Issue 56/Sponsorships, Advertising & Marketing

GE Returning As Super Bowl Advertiser; Pedigree Running First Ad

General Electric (GE) is "suiting up for the Super Bowl for the first time in decades," as sources indicated that GE is "expected to get back in the game now that NBC -- part of GE's NBC Universal unit -- has the broadcast rights to the event," according to Holly Sanders of the N.Y. POST. The Super Bowl XLIII buy is "in keeping with GE's strategy of focusing its TV ad dollars on NBC Universal properties." Several ad veterans said that they "couldn't remember when GE had advertised" last during the Super Bowl, but the "consensus appears to be 1982." It is "unclear what pitch GE will make during" NBC's broadcast of the Super Bowl on February 1 (N.Y. POST, 12/4).

GOING TO THE DOGS: AD AGE’s Brian Steinberg reported Mars’ Pedigree dog food will air its first-ever Super Bowl ad during February's game in "what may be a first for the dog-food category.” Pedigree spokesperson Jody Menaker said that the company “will run one 30-second ad during the game,” via Omnicom Group’s TBWA/Chiat/Day. Menaker “declined to offer information about when the ad would run during the contest or what would be featured in the commercial itself” (, 12/3).

LIGHTS, CAMERA, ACTION: SI's Joe Lemire reports Super Bowl advertisers "don't appear to be suffering remorse," as the cost of up to $3M for a 30-second spot "just might remain a ... bargain." Fox' broadcast of Super Bowl XLII last February drew 97.4 million viewers, and last year's price of $2.7M per each 30-second ad slot "broke down to a cost per mille (i.e., the cost to reach 1,000 viewers) of $27.70." By comparison, an ad during a regular-season "Sunday Night Football" broadcast on NBC costs $434,792, and with an "average of 11.7 million viewers through 10 games this fall, that's a cost per mille of $37.16." Deutsch Inc. Chief Media Officer Peter Gardiner said the Super Bowl is "still the only time you can reach pretty much everyone who's watching TV on a given day." PepsiCo Senior PR Manager Dave DeCecco said of airing ads during the Super Bowl, "We can't afford not to participate. When you consider how many people watch, the costs are pretty good" (SI, 12/8 issue).

HERE WE GO AGAIN: In L.A., Jim Peltz reports IRL driver Danica Patrick yesterday "starred in a commercial being shot" for that is "scheduled to appear" during the Super Bowl XLIII broadcast (L.A. TIMES, 12/4).

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