Intel scraps Super Bowl buy

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Intel Corp. said Jan. 25 it has scuttled plans to advertise on the Super Bowl and that it has asked Fox to find a buyer for Intel's two 30-second slots. Intel had publicly disclosed plans to be on the game for the third consecutive year, and it had been expected to use the event to kick off teaser advertising for its Pentium III. But a spokeswoman said Intel decided there would be too much time between the game and the chip's launch later this quarter. ``We felt this was too long of a teaser component,'' the spokeswoman said. Intel, she added, is ``optimistic that we will be successful in getting the time [re]sold.'' Intel's move came the same day Apple Computer announced it had decided to run a spot on the game, changing an earlier decision to drop its bowl commitment.

Copyright January 1999, Crain Communications Inc.

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