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CNN Live At Daybreak

Super Bowl Ads

Aired January 30, 2004 - 06:20   ET

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.


CAROL COSTELLO, CNN ANCHOR: We have to talk about the Super Bowl and, of course, the ads. One hundred thirty million pairs of eyes will be glued to their TVs on Sunday. That's what advertisers are banking on this Super Bowl Sunday. But those eyes don't come cheap.
Julie Vallese live in Washington adding things up for us this morning -- good morning, Julie.

JULIE VALLESE, CNN CORRESPONDENT: Good morning, Carol.

Whether you follow the NFL throughout the season or jump on the bandwagon on the end, come Super Bowl Sunday, everyone's a fan -- of the commercials, that is. Advertisers are saying no matter what the outcome of the game, viewers will not be disappointed.

(BEGIN VIDEOTAPE)

VALLESE (voice-over): The stage is set, the banners hung, the teams picked.

(BEGIN VIDEO CLIP FROM COMMERCIAL)

UNIDENTIFIED MALE: Where's Wallace?

(END VIDEO CLIP)

VALLESE: Not a 30 second spot to be had.

(BEGIN VIDEO CLIP FROM COMMERCIAL)

UNIDENTIFIED CHILD: That's just wrong, dad.

(END VIDEO CLIP)

UNIDENTIFIED MALE: I think we all watch Super Bowls just to get some of the new commercials that's going to be coming out for the year.

VALLESE: Madison Avenue is banking on it. Although overall network television viewership has been down, viewership for the Super Bowl has been rising. Estimates for this year's game, more than 100 million. BERNICE KANNER, "SUPER BOWL OF ADVERTISING": This is the one time you don't get up and get a beer, you don't go to the bathroom. You're glued to the TV.

VALLESE: Veterans of Super Bowl advertising like Pepsi...

(BEGIN VIDEO CLIP FROM PEPSI COMMERCIAL)

UNIDENTIFIED CHILD: And there's not a thing anyone can do about it.

(END VIDEO CLIP)

VALLESE: ... Monster...

(BEGIN VIDEO CLIP FROM MONSTER COMMERCIAL)

UNIDENTIFIED FEMALE: Will it be the day you put on a suit? Where's the suit?

(END VIDEO CLIP)

VALLESE: ... and AOL are all back.

(BEGIN VIDEO CLIP FROM AOL COMMERCIAL)

UNIDENTIFIED MALE: It turns out it's just supposed to make the Internet fast.

UNIDENTIFIED MALE: That was awesome.

UNIDENTIFIED MALE: Don't be stupid.

(END VIDEO CLIP)

UNIDENTIFIED MALE: Expect to pay, what, half a million to $2 million for a 30 second slot.

VALLESE: Actually, it's up to about $2.25 million. Some newcomers are hoping they've got game.

JEFF COHEN, CIBA VISION: This will be the first advertisement on Super Bowl for the Night and Day brand. But being a revolutionary product, we believe it's the right place to advertise.

VALLESE: And there are others hoping to leave an impression...

(BEGIN VIDEO CLIP FROM COMMERCIAL)

UNIDENTIFIED MALE: I must be the greatest.

(END VIDEO CLIP)

VALLESE: ... when they debut at the big game.

(END VIDEOTAPE)

VALLESE: Now, there are newcomers to the advertising on Sunday, but they're holding off showing their commercials, hoping to get the biggest bang for their buck -- Carol.

COSTELLO: I can't wait because, you know, a lot of people watch the Super Bowl simply for the ads, Julie. VALLESE: Yes, they do.

COSTELLO: Thank you very much.

Julie Vallese live from Washington.

TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com






Aired January 30, 2004 - 06:20   ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
CAROL COSTELLO, CNN ANCHOR: We have to talk about the Super Bowl and, of course, the ads. One hundred thirty million pairs of eyes will be glued to their TVs on Sunday. That's what advertisers are banking on this Super Bowl Sunday. But those eyes don't come cheap.
Julie Vallese live in Washington adding things up for us this morning -- good morning, Julie.

JULIE VALLESE, CNN CORRESPONDENT: Good morning, Carol.

Whether you follow the NFL throughout the season or jump on the bandwagon on the end, come Super Bowl Sunday, everyone's a fan -- of the commercials, that is. Advertisers are saying no matter what the outcome of the game, viewers will not be disappointed.

(BEGIN VIDEOTAPE)

VALLESE (voice-over): The stage is set, the banners hung, the teams picked.

(BEGIN VIDEO CLIP FROM COMMERCIAL)

UNIDENTIFIED MALE: Where's Wallace?

(END VIDEO CLIP)

VALLESE: Not a 30 second spot to be had.

(BEGIN VIDEO CLIP FROM COMMERCIAL)

UNIDENTIFIED CHILD: That's just wrong, dad.

(END VIDEO CLIP)

UNIDENTIFIED MALE: I think we all watch Super Bowls just to get some of the new commercials that's going to be coming out for the year.

VALLESE: Madison Avenue is banking on it. Although overall network television viewership has been down, viewership for the Super Bowl has been rising. Estimates for this year's game, more than 100 million. BERNICE KANNER, "SUPER BOWL OF ADVERTISING": This is the one time you don't get up and get a beer, you don't go to the bathroom. You're glued to the TV.

VALLESE: Veterans of Super Bowl advertising like Pepsi...

(BEGIN VIDEO CLIP FROM PEPSI COMMERCIAL)

UNIDENTIFIED CHILD: And there's not a thing anyone can do about it.

(END VIDEO CLIP)

VALLESE: ... Monster...

(BEGIN VIDEO CLIP FROM MONSTER COMMERCIAL)

UNIDENTIFIED FEMALE: Will it be the day you put on a suit? Where's the suit?

(END VIDEO CLIP)

VALLESE: ... and AOL are all back.

(BEGIN VIDEO CLIP FROM AOL COMMERCIAL)

UNIDENTIFIED MALE: It turns out it's just supposed to make the Internet fast.

UNIDENTIFIED MALE: That was awesome.

UNIDENTIFIED MALE: Don't be stupid.

(END VIDEO CLIP)

UNIDENTIFIED MALE: Expect to pay, what, half a million to $2 million for a 30 second slot.

VALLESE: Actually, it's up to about $2.25 million. Some newcomers are hoping they've got game.

JEFF COHEN, CIBA VISION: This will be the first advertisement on Super Bowl for the Night and Day brand. But being a revolutionary product, we believe it's the right place to advertise.

VALLESE: And there are others hoping to leave an impression...

(BEGIN VIDEO CLIP FROM COMMERCIAL)

UNIDENTIFIED MALE: I must be the greatest.

(END VIDEO CLIP)

VALLESE: ... when they debut at the big game.

(END VIDEOTAPE)

VALLESE: Now, there are newcomers to the advertising on Sunday, but they're holding off showing their commercials, hoping to get the biggest bang for their buck -- Carol.

COSTELLO: I can't wait because, you know, a lot of people watch the Super Bowl simply for the ads, Julie. VALLESE: Yes, they do.

COSTELLO: Thank you very much.

Julie Vallese live from Washington.

TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com