Tim Tebow's Accomplishments The Inspiration For Focus On The Family's Latest Ad

Broncos QB Tim Tebow was not mentioned during Colorado Springs-based Focus on the Family's 30-second spot that aired during CBS' broadcast of the Patriots-Broncos AFC Divisional playoff game Saturday, but organization spokesperson Gary Schneebergber acknowledged that Tebow "is the cultural phenomenon that inspired it," according to Electa Draper of the DENVER POST. The ad, which appeared during the second quarter of the game, featured children "reciting the biblical verse John 3:16." Tebow was known for "wearing eye black with John 3:16 inscribed in it" during his college career, and he threw for a season-high 316 yards during the Broncos' AFC Wild Card win over the Steelers. Tebow appeared in an anti-abortion ad for Focus on the Family during CBS' telecast of Super Bowl XLIV in '10 (DENVER POST, 1/15). Syndicated news talk show host Michael Smerconish wrote on his Twitter account, "Funny, I dont remember seeing that Focus on the Family commercial during any Michael Vick/Eagles games."

MARKETING POTENTIAL STILL LARGE: "CBS This Morning," the network's morning news show, Saturday prior to the Patriots-Broncos game aired clips of an interview with Tebow in which he wore a ski cap emblazened with the logo of sponsor FRS. CBS’ Jeff Glor said, “You don't have to look very far to see the marketing is right up front. In these interviews, he makes the decision to wear this FRS hat. How big is the Tebow marketing potential?” PR consultant Joe Favorito said, “It's pretty big. He’s got to win, he’s got to stay healthy, his team has got to do well. He appeals to Middle America. He appeals to a lot of people and we want to hear good stories, and he's a good story so far.” Favorito said Tebow should endorse brands “he's very comfortable with, brands that appeal to him, brands that appeal to Middle America." Favorito: "I don't think he should go and do spirits, things that really aren't part of Tim Tebow's character” (“CBS This Morning,” CBS, 1/14).

MEETING THE DEMAND: Joyce Julius & Associates found that during the six days preceding the Patriots-Broncos game, Tebow was mentioned by name on a total of 9,854 television programs, 1,079 print articles and 14,150 news stories online. That is more than twice the number for Patriots QB Tom Brady, who was referenced on 2,711 television shows, 517 print articles and 5,248 online articles (Joyce Julius & Associates).