Jurassic Park takes the night

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NBC's May 7 telecast of the TV premiere of Steven Spielberg's "Jurassic Park" averaged a 25.3 rating and a 37 share in the 33 Nielsen metered markets, about what NBC guaranteed advertisers for a national rating. The ratings handily beat ABC's 11.9, CBS' 11.3 and Fox's 8. NBC's May 6 and 7 weekend coverage of the NBA playoffs averaged a 9.1 rating in the 33 Nielsen metered markets, a 21% increase over last year. The May 7 triple-header averaged a 10.2 rating, a 26% increase from last year. Game 3 of the triple-header, the Chicago Bulls vs. the Orlando Magic, had a 9.7 rating.

SnackWells products on the way
Nabisco Biscuit Co. unveiled today at the Food Marketing Institute convention in Chicago a host of new products under its $400 million SnackWells brands including low-fat pies and a line of salty snacks. SnackWells Potato Crisps, Tortilla Chips and Pretzels, with half the fat of regular brands, are being marketed in Jacksonville, Fla., western New York and Denver. The snacks will receive TV support featuring "the SnackWells Guy" along with product sampling and free standing inserts. Nabisco also unveiled Ritz Snack Mix and Ritz Spreadables, single-serve cartons containing Ritz crackers and peanut butter or cheese spreads. In addition Nabisco unveiled SnackWells Reduced-Fat Pies, available in apple and cherry. FCB/Leber Katz Partners, New York, is the agency.

U.S. chief
MasterCard International named Alan J. Heuer, 53, president of its U.S. operations, from exec VP-retail operations, Bank of New York. He replaces Peter S.P. Dimsey who left in February. At the teleconference to introduce Mr. Heuer, MasterCard International President-CEO Eugene Lockhart said its media buying review is down to six agencies, including incumbent DeWitt Media. He declined to name the others. Mr. Lockhart said he expected ad spending this year to total somewhere between $95 million and $100 million, and that the company is considering adding print and radio to the media mix. Ammirati & Puris/Lintas, New York, handles creative.

TV deals
Microsoft Corp. said 13 content providers will participate in Microsoft Interactive Television Media Partners, a collaborative program that gives interactive content providers hands-on experience in the development of content for broadband networks. Initial providers include CUC International, Discovery Communications, ESPN Enterprises, Foote, Cone & Belding, HSN Interactive, Interactive Network, Starwave Corp., Time Warner Interactive, Tribune Interactive Network and the U.S. Postal Service. Microsoft also said AT&T and Samsung Electronics Co. agreed to support the integration of the MITV platform in their tests and commercial deployments.

shop
Chris Wall, senior VP-worldwide creative director on Apple Computer at BBDO Worldwide, Los Angeles, is moving to Wieden & Kennedy as associate creative director on the rival Microsoft Corp. account. Mr. Wall is the fourth key BBDO exec on Apple to exit over the past year. But Apple's new director of worldwide corporate advertising, Allen Olivo, has told Ad Age he does not want to review the $150 million-plus account.

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