NBC has sold out ad time for Super Bowl XXXII at an average rate of $1.3M per 30-second spot, according to Ross & Jensen of AD AGE. NBC, which "stands to gross about" $75M from the game's advertisers, finished selling its "approximately" 58 national 30-second slots a month ago, "the earliest in recent memory." Anheuser-Busch and PepsiCo will "have the heaviest presence" on the broadcast, both running six 30-second units. Nike and New Line Cinema will run two 30-second spots each, while AmEx and Walt Disney will each air a 60-second spot. Newcomers include Tommy Hilfiger, Hormel Foods and Network Associates. Hormel will have two spots promoting its reformulated, lower-fat chili, while Network Associates will tout its McAfee anti-virus computer software. The following is a complete list of Super Bowl advertisers (AD AGE, 11/24 issue):
| || |
| || |
E. McIlhenny Sons Corp.
Mail Boxes Etc.
Walt Disney Co.
Volvo Cars of N.A.
Michelin Tire Corp.
New Line Cinema
MORE FROM AD AGE: MI-based Domino's Pizza plans to "aggressively pursue renewal" of its NBC NFL halftime report sponsorship. Domino's four-year, $10M deal with the network expires at the end of the season (AD AGE, 11/25)....Midway Home Entertainment features Wayne Gretzky in two spots that debuted last week for its new videogame, The NHL & NHLPA Present Wayne Gretzky's 3-D Hockey '98. The spots were done by DDB Needham Worldwide, Dallas (AD AGE, 11/24 issue).
CT-based Phoenix Home Mutual Life is "close" to signing
as the NCAA's first sponsor in the insurance category,
according to Terry Lefton of BRANDWEEK. The five-year deal,
worth "around" $9M, will give Phoenix media on NCAA
highlights shows, the NCAA radio network and in the various
game programs at NCAA championship events. Phoenix will
also have access to Host Communications' Hoop City fan fest
at the men's and women's Final Four (BRANDWEEK, 11/24).
DEALS: Lefton reports that healthcare unit Cigna has
signed a "letter of intent" to become the first "Founding
Partner" sponsor of the Women's Global Challenge, set for
Spring '99 in Washington, DC. The $5M deal would grant
Cigna media, event signage, tickets, hospitality and an
affiliation with the Women's Sports Foundation and its
grass-roots programs....Lefton also reports that Champion
will supply uniforms to the U.S. basketball teams at the
World Championship in Europe next summer. Lefton adds that
new uniforms, and "a bigger retail and marketing push aren't
expected until" '99, leading up to the 2000 Summer Olympic
Games in Sydney....BRANDWEEK adds that Sunkist's two-year
sponsorship deal with the AVP, announced last week, is
"estimated" at $2M (BRANDWEEK, 11/24 issue).
Hanes yesterday debuted its first round of advertising
behind the launch of its Michael Jordan Collection, a line
of briefs, boxers and T-shirts aimed at men 18-24, according
to Becky Ebenkamp of BRANDWEEK. Created by Long Haymes
Carr, NC, the campaign airs in primetime on ESPN, MTV,
Comedy Central, BET, TNT and TBS. Spots will run about 10
times a day through Christmas, with a budget estimated at
$2-4M. One spot, "Sports Show," features Ahmad Rashad and
Roy Firestone hosting a fictitious sports news show, then
walking off the set wearing only Jordan-brand boxers below
their sportscoats. As they stroll down the hall "boasting
how chummy they are with Jordan, the basketball star
eavesdrops at a water fountain." The Jordan line retails in
department stores and Foot Locker and Champs (BRANDWEEK,
11/24). Firestone is represented by Athletes & Artists, a
Marquee Group division. He will be featured in both 15- and
30-second spots of "Sports Show" (Marquee Group).
SOCCER DEALS: Nike said it is in the "final phase" of
signing a 10-year, $143.8M contract to outfit the players of
Barcelona, one of Europe's biggest soccer clubs, beginning
in '99 (N.Y. TIMES, 11/25)....Reebok has acquired kit rights
to the Argentinean national team starting in '99, the
Italian-based Juventus team in 2000, and "is near" a deal
with a Columbia team (Frank Dell'Apa, BOSTON GLOBE, 11/25).
NOTES: AL-based Russell Athletic will sponsor the NHL
All-Star Fan Balloting in the U.S, and will provide 50 sets
of All-Star merchandise as prizes for the NHL All-Star
sweepstakes (Russell)....Speedo is introducing a bathing cap
with integrated goggles that it plans to equip swimmers with
at the January '98 World Championship in Australia. The cap
will retail for $60 (BUSINESS WEEK, 12/1 issue).
UNC-CH student activists say "they'd like to take Nike
up on its offer" to inspect factories in Southeast Asia, but
"only if they can make the trip on their own terms,"
according to Jane Stancill of the Raleigh NEWS & OBSERVER.
On Monday, the Nike Awareness Campaign student group issued
10 conditions "to ensure an objective study" of the working
conditions at Nike contracted factories, including "free
rein to visit whatever factories they choose." The group
also wants to hire its own interpreters, take their own
experts, and be allowed to take photographs of the working
conditions to bring back with them (NEWS & OBSERVER, 11/25).