IS SUPER BOWL WEB ADVERTISING AS HOT AS THE HYPE?
Philip Morris's Kraft Foods is one of "a handful of
advertisers" planning to have a presence on the NFL/NBC Super
Bowl Web site (http://superbowl.com), but "only a few Super Bowl
advertisers have signed up," according to Sally Beatty of the
WALL STREET JOURNAL. The site's "late start and status as an
untested medium apparently inhibited sales." Microsoft paid
$225,000 for its title sponsorship and advertisers were "given a
choice of paying either $100,00 for a banner, or four cents every
time a browser views the advertiser's page." According to Andrew
Batkin, Chair of Interactive Marketing, whose firm is responsible
for superbowl.com site sales, most advertisers "opted for a per-
page rate, and will end up paying prices starting at about
$25,000" (Sally Beatty, WALL STREET JOURNAL, 1/16).
PRIMESTAR'S AD STRATEGY: Primestar, the direct satellite
broadcasting service, will spend nearly $150M on marketing this
year, with their national campaign beginning on Super Bowl Sunday
with two new 30-second spots. The spots "focus on Primestar's
rental approach, touting 'There's nothing to buy.'" Primestar
will target the male sports viewer by running spots during NHL
and NBA All-Star Games, along with MLB's All-Star and World
Series telecasts. Primestar VP/Marketing Dennis Wilkinson said
only 20-25% of their ad money will be sent on sports programming
(Jim McConville, BROADCASTING AND CABLE, 1/15 issue).