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ALKA-SELTZER GETS THE SCORE ON SUPER BOWL FANS

 CHICAGO, Jan. 25 /PRNewswire/ -- While Super Bowl XXVII is not an official holiday, it has definitely moved into the arena of an elite event, with millions of sports buffs nationwide gathering to celebrate the big day with family and friends. According to a recent survey commissioned by the makers of Alka-Seltzer(R), Dallas and Buffalo are no exception -- more than 55 percent of the residents in these cities are planning to attend a Super Bowl party this year.
 The survey, which consisted of telephone interviews with more than 1,000 randomly selected Dallas and Buffalo residents (see Note A), was conducted to identify Super Bowl viewers' habits and opinions in conjunction with the launch of the Alka-Seltzer "Feel Better Fast" Brigade. The brigade is a sampling team that will distribute the product throughout the two cities represented in the Super Bowl to help bring residents big relief for their big game festivities.
 Not surprisingly, 9 in 10 of those surveyed believe that their respective teams will win the big match-up. Following are additional survey results, many of which suggest that Dallas and Buffalo residents, like most other football fans, may need help to "feel better fast" before or after the event on Jan. 31.
 -- The winning combination. When asked for the reasons why they think their teams will win the Super Bowl, Dallas and Buffalo fans had this to say:
 Dallas Buffalo
 Better players 29.8 pct 23.5 pct
 Better special teams 14.7 8.7
 Better defense 10.3 7.2
 -- It's all in the numbers. Although most Dallas fans agree the Cowboys will win and most Buffalo fans believe the same about the Bills, they do have different opinions on the margin of victory.
 Dallas Buffalo
 7 - 9 points 25.8 pct 26.4 pct
 10 - 12 points 26.0 27.6
 12 - 15 points 12.7 11.5
 -- The best of the best. When asked which player they think will prove himself to be the most valuable player in the Super Bowl, Dallas fans overwhelmingly chose Emmitt Smith with 63.4 percent. While Buffalo fans' first choice was Thurman Thomas with 36.6 percent, they also respect Emmitt Smith's talent, giving him the second spot at 12.7 percent.
 -- Armchair coaches. If Dallas and Buffalo residents had the opportunity to offer Cowboys coach Jimmy Johnson and Bills coach Marv Levy (respectively) one piece of advice from the sidelines, it would be:
 Dallas Buffalo
 Simply to win 18.9 pct 21.5 pct
 Keep the team focused 11.3 18.9
 -- "Pass" the chips. When Super Bowl viewers huddle around the party food, the favorite snack of Dallas and Buffalo residents alike will be potato chips, say 24.3 percent of respondent -- The best defense. Simil ar to keeping a good second-string quarterback on hand, a majority of those surveyed in Dallas and Buffalo (51.7 percent) agree that it would be a good idea to have Alka-Seltzer handy for upcoming Super Bowl festivities.
 For diehard football fans and "rookies" alike, the activity surrounding the big game on Jan. 31 is likely to create lifestyle changes for many. Of those surveyed, 32.7 percent agree that their lives will become busier during the two weeks preceding the game.
 Despite this belief, the people of Dallas and Buffalo are sure to make the most of this year's event. Fortunately, no matter what the outcome of the Super Bowl, there's always next year.
 Alka-Seltzer is manufactured by the Consumer Healthcare Products business unit of Miles Inc., which is based in Elkhart, Ind. Miles Inc. is a Fortune 100, research-based company with major businesses in chemicals, health care and imaging technologies.
 (A) -- Composite survey findings are at least 97 percent reliable, with a 3 percent margin of error. Local market findings are at least 95 percent reliable, with a 5 percent margin of error and projectable to all Dallas and Buffalo households, respectively.
 -0- 1/25/93
 /CONTACT: Greg Decker of Miles Inc., 219-264-8145; or Suzanne Ravasio of Edelman Worldwide, 312-280-7030, for Miles/


CO: Miles Inc. ST: Texas, New York IN: HOU SU:

GK -- NY092 -- 8705 01/25/93 16:30 EST
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Date:Jan 25, 1993
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