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CRAMER-KRASSELT'S SUPERPOLL SHOWS SUPER BOWL PERFORMS AS EFFECTIVE ADVERTISING SHOWCASE

 MILWAUKEE, Feb. 3 /PRNewswire/ -- Professional football's championship game is increasingly becoming the Super Bowl of Advertising with an incidental football game filling the gaps between commercials, according to Cramer-Krasselt, the advertising agency here that has completed an exclusive Super Bowl viewership study.
 "This year, more than ever before, the Super Bowl was a showcase for the advertisers rather than for the best game football could offer. Measured in terms of their effectiveness, commercials -- not the players -- were the stars of last Sunday's game," said Paul Bentley, Cramer- Krasselt senior vice president.
 SuperPoll, Cramer-Krasselt's fifth annual post-game research analysis of 1,000 Super Bowl fans across the United States, revealed the average total commercial recall for spots shown during the game was 66 percent, nearly triple the national prime-time average day-after recall of 23 percent.
 The 66 percent average total commercial recall figure for spots this year was significantly higher than the figure from previous years, which was 59 percent in 1992 and has averaged 57 percent over the last several years. The fact that this year's Super Bowl was sponsored by advertisers who ran longer commercials or several spots that built on each other throughout the game are key factors for the increase, Bentley said.
 Cramer-Krasselt's SuperPoll was conducted Monday, 24 hours after the football game. More than 120 million Americans viewed this year's Super Bowl.
 Advertisers with the best-recalled commercials during 1993's Super Bowl, according to the survey, were Anheuser-Busch, Goodyear, Lee Jeans, Master Lock, Pepsi-Cola and Reebok.
 Many of the best-remembered commercials were also cited by viewers as the best-liked. Of those surveyed, 66.5 percent of 1993 Super Bowl viewers said they liked the commercials seen during the Super Bowl better than the commercials they usually see (compared to 57.1 percent of 1992's viewers). Viewers named most often this year's Super Bowl spots for McDonald's, Lee Jeans, Anheuser-Busch and Frito-Lay.
 "Our numbers also showed a remarkable increase in the view that the Super Bowl has become a national holiday much like New Year's Eve or the Fourth of July, with 62.7 percent of viewers agreeing this year compared to about 54 percent in 1992. Certainly Super Bowl advertising and the attention it receives is contributing to the hoopla surrounding the game," said Bentley.
 Some other facts:
 -- A significant 66.8 percent of the 1993 viewers surveyed said overall, they find the commercials during the Super Bowl to be more interesting than TV commercials in general. That compares to 55.0 percent of 1992's viewers holding the same view.
 -- Apparently this year's Super Bowl offered more reason to party; 35.0 percent of viewers watched the game at a Super Bowl party, compared to 28.4 percent in 1992.
 -- Almost a quarter of those surveyed -- 22.8 percent -- said they would be willing to pay $25 to watch the Super Bowl on a pay-per-view TV channel.
 -- 63.9 percent said the NFL should reinstate instant replay next season; and
 -- In a season that saw an increase in the severity of player injuries, more than three-quarters -- 78.8 percent -- don't believe that NFL football has become too violent.
 Cramer-Krasselt, a national agency with billings now exceeding $142 million, has offices in Chicago, Milwaukee, Orlando and Phoenix.
 -0- 2/3/93
 /CONTACT: Kelly Class of Cramer-Krasselt, 414-227-3500 or 312-616-2426/


CO: Cramer-Krasselt ST: Wisconsin IN: ADV SU: ECO

WB -- NY026 -- 2322 02/03/93 10:53 EST
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Date:Feb 3, 1993
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