Super Bowl

Super Bowl XXXIII advertisers

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Fox is charging an average of $1.6 million per 30-second spot for the Jan. 31 telecast of Super Bowl XXXIII. That puts the network in line to gross about $93 million from Super Bowl advertisers, a 24% increase over NBC's gross from Super Bowl XXXII, broadcast Jan. 25, 1998.

Ad buy
Anheuser-Busch 5 minutes, 9 spots For Budweiser, Bud Light and possibly Michelob Goodby, Silverstein & Partners, San Francisco, and DDB Needham Worldwide, Chicago (Budweiser); DDB Needham, Chicago (Bud Light); Leap Partnership, Chicago (Michelob); possible others
American Express Co. :60 in 3rd qtr For the green card featuring Jerry Seinfeld Ogilvy & Mather, New York
American Honda Motor Co. :30 in 2nd qtr For Odyssey minivan, "Negotiations II," with lawyer pushing for more back-area room for his client, a dog Rubin Postaer & Associates, Santa Monica, Calif.
AT&T Corp. :60 in 2nd qtr Corporate positioning Foote, Cone & Belding, New York
Blockbuster Video :30 in 2nd half Spot backs sweepstakes, promo Doner, Southfield, Mich.
Dr Pepper/Seven Up Co. :30 in 2nd qtr For 7 UP, launch of new 'Are U an UN?' campaign Y&R Advertising, New York
Federal Express Corp. :30 in 2nd half New creative BBDO Worldwide, New York
First Union Corp. :60 in 2nd qtr Branding spot Publicis & Hal Riney, San Francisco
Frito-Lay :60 in 2nd qtr For Doritos Smoky Red BBQ, brings back Ali Landry, the sexy siren from last year's Super Bowl ad BBDO Worldwide, New York
General Motors Corp.
for Oldsmobile brand
:60 in 4th qtr High-energy, music-driven spot challenges consumers to 'Start something' (the tag for Olds new Alero car), do something they've always dreamed of, like climb a mountain, write music, eat a pomegranate or drive an Olds. No voice-over; supers only Leo Burnett USA, Chicago
General Motors Corp.
for Cadillac Escalade
May air first spots for the sport-utility vehicle Berlin, Cameron & Partners, New York
Hartford Group :30 in 3rd qtr N/A Arnold Communications, Boston :30 in 3rd qtr New creative McCann-Erickson Worldwide, Troy, Mich.
Intel Corp. At least one :30 Launch of the Pentium III chip Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York
Just for Feet :30 in 3rd qtr Branding spot that backs up a vehicle giveaway Saatchi & Saatchi, Rochester, N.Y.
Land Rover of North America :30 in 3rd qtr For Discovery SUV, launch of 1999 model; humorous and family-oriented in a natural setting, emphasizing the bigger '99 model over the '98 Grace & Rothschild, New York
Mail Boxes Etc. :30 in 2nd qtr Reprise of 1998's 'See Your Small Business on the Super Bowl' contest Kenneth C. Smith Advertising, San Diego
MasterCard International :30 in 2nd qtr Branding spot McCann-Erickson Worldwide, New York
M&M/Mars Two :15s in the 2nd qtr For M&M's Crispy, "Floor" and Lifeguard." In the first, a Crispy M&M tries to talk actor Patrick Warburton out of eating him. In the second, Halle Berry tries to corner him in a swimming pool BBDO Worldwide, New York Two :30s; one in 2nd qtr, one in 4th qtr New branding creative Mullen, Wenham, Mass.
New Line Cinema N/A For "Austin Powers" sequel N/A
Pepsi-Cola Co. Two :30s in 1st qtr For Pepsi One, spot features Cuba Gooding Jr. For Mountain Dew, spot touts soda's new graphics BBDO Worldwide, New York
Pizza Hut :30 N/A BBDO Worldwide, New York
Progressive Insurance :60 in 2nd qtr For car insurance, featuring E.T. Arnell Group, New York
Titan Sports/World :30 in 3rd qtr Wrestlers give tours of WWF HQ Wrestling Federation to dispel misperceptions about the sport and WWF In-house
Universal Studios :30s in 1st qtr; :60 in 4th qtr For 'The Mummy' (:30); for both 'Life' and 'Ed TV' (:60) N/A
Visa USA Two :30s in 1st half N/A BBDO Worldwide, New York
Volvo Truck North America :30 in 1st qtr Titled "Arm Pump." Folks in small town pour out into streets, wildly waving arms at big rig driver, who obligingly blows his horn. 'You don't have to be a trucker to know a great truck when you see one," is the sole voice-over Carmichael Lynch, Minneapolis
Warner Bros. N/A N/A N/A
Yellow Pages Publishers Association :30 in 4th qtr New creative featuring spokesman John Lovitz Martin Agency, Richmond, Va.
These advertisers had bought time on the Super Bow as of Jan. 15, but some details were not known at press time. Apple Computer bought time but Friday said it will not be on the game; Fox at press time was seeking a buyer for Apple's time. MGM Distribution Co. similarly asked Fox last week to resell its time.

N/A=information not available

Copyright January 1999, Crain Communications Inc.

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