Printer Friendly

SUPER BOWL XXVI ADVERTISING FALLS SHORT OF THE GOAL LINE

 SUPER BOWL XXVI ADVERTISING FALLS SHORT OF THE GOAL LINE
 NEW YORK, Jan. 13 /PRNewswire/ -- At more than $800,000 for a


30-second spot, the cost of advertising during Super Bowl XXVI may be too steep for many advertisers.
 With the Jan. 26 telecast less than two weeks away, Advertising Age reported today that CBS may have as many as eight sponsorship positions unsold.
 Many advertisers facing tightening budgets in a recessionary year say the price of admission to TV's biggest advertising showcase is disproportionately higher than other desirable network times. The $800,000-plus price tag represents the most expensive commercial ever sold.
 Advertising Age explains that the Persian Gulf War that kept last year's Super Bowl hoopla to a minimum also showed some marketers they could live without a promotion spectacular in January. Additionally, the upcoming Winter and Summer Olympics have siphoned off some Super Bowl interest.
 Advertising Age also reports that "Super Sunday" and "The Game" displays traditionally littering supermarket aisles before the Super Bowl "are about as popular with sales promotions agencies this year as a lame quarterback." Such Super Bowl promotions cost a lot of money upfront to get noticed.
 Among the advertisers last year sitting out this year are AT&T Co., MasterCard International, Visa International, Panasonic Co. and Johnson & Johnson. One key category that won't be in this year is long-distance telephone companies and possibly automotive.
 Ad agency executives say the football championship game is still a valuable setting for promotions, especially by beer, soft drink and snack food marketers.
 Advertising Age ad review columnist Bob Garfield doesn't expect much of the blockbuster creative advertising that traditionally debuts on the Super Bowl. But some Super Bowl regulars are promising "surprises."
 Anheuser-Busch will run a modified version of Bud Bowl IV, a football game among animated beer bottles. The advertising is supported by a sweepstakes featuring a $1 million grand prize.
 Miller Brewing Co. has rights to use the Super Bowl XXVI trademark in a promotion that uses a Miller Lite animated "It Squad." In-store materials offer Super Bowl banners for home parties while bars have the option of various Super Bowl/Miller Lite merchandising packages that include banners and pins.
 Coors Brewing Co. is mounting guerrilla marketing tactics to steal some heat from its rivals' Super Bowl marketing. Coors plans to spend more than $2 million on SuperSCoors II. In the regionalized promotion consumers pick up game cards that contain Super Bowl scores at retailers. They can win prizes by calling an 800-number whenever their score matches the one in the game. That means prospective winners will be dialing Coors immediately after a score -- when high-price commercials for Bud and others are airing.
 Pepsi-Cola Co. on Jan. 12 broke a 30-second teaser spot that sets the stage for three new "episodic" commercials for flagship Pepsi to break during Super Bowl XXVI. The three 60-second spots will introduce a new slogan designed to capture the way consumers feel about the great taste of Pepsi. The teaser will run on network TV through Jan. 26. Set in a field, it shows people working on an outdoor board carrying a partial version of Pepsi's current slogan, "The choice of a new generation."
 Seven Up Co. will kick off a yearlong ad campaign for Diet 7Up. The campaign features the long-standing "Uncola" theme, previously used to support regular 7Up only. In the three Diet 7Up spots airing on Super Bowl XXVI, 7Up's familiar cartoon character, Spot, transforms a glass of diet cola into Diet 7Up. A national in-store promotion tied to the Super Bowl telecast will encourage consumers to watch for the spots during the game to get clues for a mail-in drawing.
 Reebok International will break advertising that's part of a new campaign with a strong Olympics theme. Positioning Reebok in sports performance, it is themed "The greatest athletes in the world wear Reeboks." The campaign will keep Reebok's "Life is short. Play hard" umbrella tagline. Reebok will introduce a new technology in a Pump shoe in its Super Bowl advertising.
 Nike's Super Bowl spots will pair basketball star Michael Jordan with what Nike calls "one of the most powerful icons" in the world, possibly an animated character.
 Merrill Lynch & Co. promises creative that is a very different approach: The financial marketer's usually stoic ad tone will have a more emotional pitch.
 Gillette, meanwhile, has been creating a spot for its Sensor razor line that "dimensionalizes" its current campaign.
 Master Lock Co. typically spends nearly all of its TV budget for the year on the Super Bowl.
 -0- 1/13/92
 /NOTE TO EDITORS: Ad Age editors are available for news commentary and to review Super Bowl XXVI commercials./
 /CONTACT: Meryl Suben of Advertising Age, 212-210-0716/ CO: Advertising Age ST: New York IN: ADV SU:


GK-OS -- NY016 -- 8985 01/13/92 10:01 EST
COPYRIGHT 1992 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Jan 13, 1992
Words:807
Previous Article:AFFYMAX N.V. ANNOUNCES RESEARCH COLLABORATION WITH SANDOZ PHARMA LTD.
Next Article:EMPLOYEE BENEFITS 'WORTH' NEARLY $10,000, WYATT STUDY FINDS
Topics:


Related Articles
'SNOWMAN SHOWDOWN' TO OFFER TWIN CITIES' RESIDENTS SUPER BOWL TICKETS, $5,000 IN CASH
TWIN CITIES' RADISSON HOTELS GEAR UP TO HOST SUPER BOWL XXVI GUESTS
CAMPBELL'S CHUNKY SOUPS TO BUILD WORLD'S BIGGEST BOWL OF SOUP AT SUPER BOWL XXVI
1989 SAN FRANCISCO 49ERS TOP GTE 'SUPER POWERS' RATING AS ALL-TIME GREATEST SUPER BOWL TEAM; RESULTS TO APPEAR IN SUPER BOWL GAME PROGRAM
CAMPBELL BUILDING WORLD'S BIGGEST BOWL OF SOUP -- AT SUPER BOWL
SUPER BOWL FANS TO WARM-UP BEFORE OPENING KICKOFF IN MINNEAPOLIS; COCA-COLA, TASK FORCE TAKE STEPS TO HELP VISITORS BEAT THE COLD
Lite Super Bowl materials include football figurines.
RIDGEWAY ASSOCIATES, INC. TO COORDINATE SUPER BOWL TRANSPORTATION AND LOGISTICS
ADVERTISERS QUEUE UP TO PAY TOP RATE FOR SUPER BOWL.
Chevrolet Returns to Super Bowl to Advertise Division's Bold New Attitude.

Terms of use | Copyright © 2017 Farlex, Inc. | Feedback | For webmasters