CULTURE POP: FORGET THE LIZARDS -- DIET COKE WINS BIG GAME

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DIET COKE RULES: Budweiser's amphibicidal lizards and Pepsi-Cola's cola-quaffing goose may have scored higher in consumer popularity polls on Super Bowl ads, but a single, unheralded 30-second spot from Coca-Cola Co. actually dominated media coverage surrounding the Big Ad Game.

With 34 stories generating 28,770 words of copy, the soft-drink leader's Diet Coke campaign generated more media impressions in SPINdex's sample of influential media outlets than any other Super Bowl advertiser during the one-month period ending last week.

Expectedly, big-budgeted Super Bowl contenders Budweiser and Pepsi delivered significant media attention, ranking second and third respectively in this month's chart, while Nike's spot featuring near-naked athletes earned a fourth-place finish. Appropriately, Federal Express Corp.'s "non-ad" about an undelivered Super Bowl spot rounded out the top 5.

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