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How U.S. Presidential Caucuses Work; Reports On The Untimely Death Of Kobe Bryant; The Cost Of Super Bowl Ads. Aired 4-4:10a ET

Aired January 27, 2020 - 00:04:00   ET

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


CARL AZUZ, CNN 10 ANCHOR: Serving viewers from Colombia to England, Egypt to Nigeria, South Korea and Japan, to Canada and Naperville, Illinois.

This is CNN 10 and I`m Carl Azuz. It`s great to be with you on this last Monday in January. We are exactly one week away from the Iowa Caucuses.

They`re the first formal contest in the U.S. presidential nomination process. Caucuses and primaries are state held events that help narrow

down a field of candidates so that each major party has only one name that appears on the presidential ballot. For Republicans there are two people

challenging incumbent President Donald Trump for the party`s nomination. One additional candidate has dropped out of the race but election analysts

expect the U.S. leader will easily win his party`s contest.

For Democrats, it`s more complicated. There are currently 12 of them still in the running and 16 other Democrats have dropped out of the race. For

those still in it, all eyes are on Iowa. When voters there caucus on February 3rd, they could give a big lift to the candidate to make a strong

showing.

According to the Des Moines Register, more than half of Democrats and Republicans who won the Iowa Caucuses have eventually won their party`s

nomination for president at least since 1972. But only three of those Iowa Caucus winner actually went on to become president. So why do the matter

so much right now? Momentum.

Doing well in the first contest gives candidates a boost. It gets their names out there. It helps them with fundraising and for those who don`t do

well in Iowa, the results can have the opposite effect.

They may struggle to gain ground on the winners. They may struggle to get campaign donations. Some candidates usually drop out after Iowa but before

these caucuses and primaries begin we`re explaining what the differences are between them.

(BEGIN VIDEO CLIP)

UNIDENTIFIED MALE: So most of us are familiar with voting in a primary. You go to your polling place. You enter a voting booth or some

approximation of a voting booth and you pick your preferred candidates then you leave. Done and done. Caucuses are way, way more labor intensive for

voters.

The best way to understand between the difference between a primary and a caucus you ask? A primary is a vote. A caucus is a conversation and a

vote. That`s Iowa, Republican party Chairman Jeff Kaufmann summarizing things nicely. So let`s go through how it works for Democrats.

Across Iowa on caucus night, people will gather in schools and churches and community centers and the like. Inside the Democratic caucuses

particularly in strongly Democratic areas that are allotted more delegates, a presidential candidate or one of his or her surrogates will address the

gathering before the caucusing actually begins.

JOE BIDEN, FORMER VICE-PRESIDENT AND DEMOCRATIC PRESIDENTIAL CANDIDATE: This race is in your hands.

UNIDENTIFIED MALE: And then caucusing begins. People literally vote with their feet lining up in groups around the room according to the candidate

they support. The groups are then counted with only candidates who have support from 15 percent or more of the caucus goers in the room being

considered viable.

That`s really important. Here`s where it gets really interesting. If you`re first choice candidate doesn`t meet that 15 percent viability test,

you are then asked to consider caucusing with a candidate who does which leads to all sorts of controlling, haranguing, persuading of these newly

undecided voters by people already supporting one of the viable candidates.

UNIDENTIFIED MALE: A lot of you are probably undecided at this point.

UNIDENTIFIED MALE: I support Marco Rubio.

UNIDENTIFIED MALE: Now once the group`s settled the numbers are counted again and delegates for each candidate are assigned. For a variety of ties

and other weird scenarios that do happen, a coin flip, yes really a coin flip is used to decide which candidate gets a delegate.

Caucuses are like unicorns, unique, cool and sort of weird all at the same time. But if history is any guide, the winner of this Iowa Caucus will

have a major leg up on winding up as the Democratic nominee against President Donald Trump in November.

(END VIDEO CLIP)

AZUZ: Family members, friends and fans are mourning the death of basketball great Kobe Bryant. Early reports indicated he was among nine

people including one of his daughters killed in a helicopter crash yesterday in Calabasas, California.

It`s about 30 miles west of Los Angeles where Bryant spent his professional career helping the L.A. Lakers win five championships. Between 1996 and

2016, Bryant scored 33,643 points in his career. That puts him fourth overall in NBA history according to ESPN.

World leaders from President Trump to Israeli Prime Minister Benjamin Netanyahu extended their condolences yesterday. Bryant was 41 years old at

the time of the crash. Because it`s still under investigation, details continue to come out after we produced this show. You can find the latest

on Bryant, his career and the accident at CNN.com.

10 Second Trivia. Who won the most widely watched sporting event in U.S. history? New England Patriots, Philadelphia Phillies, Serena Williams or

Richard Petty. Super Bowl 49 or XLIX was when the Patriots defeated the Seahawks in front of more than 114 million Americans.

In recent years the Super Bowl has regularly been the highest rated event on TV in America. That`s why the network that runs it can charge

tremendous amount of money for Super Bowl ads.

This year`s record price for a 30-second commercial, $5,600,000. Beside the fact that part of next Sunday`s audience will be watching Super Bowl 54

just for the ads, what are companies getting for their money?

(BEGIN VIDEO CLIP)

UNIDENTIFIED MALE: Why would a company like Coca-Cola that everybody already knows spend millions of dollars to remind you that they still

exist? Why does Coca-Cola want to buy a Super Bowl ad? To answer this question we brought in a smart person who gets paid to get inside your

head, meet Amy Avery.

AMY AVERY, CHIEF INTELLIGENCE OFFICER, DROGA5: Chief Intelligence Officer at Droga5 Ad (inaudible) top creative agency.

UNIDENTIFIED MALE: Let me guess. Faking your own death to get out of your Verizon contract?

AVERY: You know people around me ask all the time because I do measurement. Is $5.1 million really a reasonable amount to charge for that

and why would a brand ever do it? Yes, you`re buying exposure but that`s not really what you`re buying there. You`re buying access into

conversation. You`re buying access into a memorable experience. You`re triggering emotion.

UNIDENTIFIED MALE: Oh man.

UNIDENTIFIED MALE: For some big purchases like a car, you might research it, give it a lot of thought and that`s where the details of an ad you saw

about an APR deal might kick in.

UNIDENTIFIED MALE: Get zero percent financing for 60 months.

UNIDENTIFIED MALE: But for most of the things that you buy everyday, you don`t really think about why you`re doing it. It`s that brief moment

before you grab a product off the shelf that those countless ads you`ve seen over and over and over again take effect. Should you go with the

cheaper brand that you`ve never heard of or the more expensive brand you saw on TV?

So there was this study done and - - and it took two items that were exactly the same but one had a brand on it that people knew and the other

one was the same product without the brand. People preferred the exact same item branded by 24 percent, cut to four years later and that brand

slashed their ad budget. The same test was done and the brand`s perceived quality was cut in half.

(INAUDIBLE AD)

UNIDENTIFIED MALE: One of the reasons for this is that not only does not advertising make your product seem less desirable, it also raises the

perceived quality of your cheaper, generic competitors. Your perception of the difference between product you know X and product you`ve never heard of

Y, it shrinks.

And advertising is not just meant to make you go out and buy something, yes, that is a big part of it but it also works to make people happier with

the purchase that they already made. People in the ad world call this reinforcement. You want to know that the thing you bought is good and

seeing an ad makes you enjoy the product that you already have more. So there are ads on TV make you feel better about the purchase you might think

the item is worth.

AVERY: So when people talk about how it doesn`t work, I`m like mathematically it does. I mean, they wouldn`t keep doing it. These

companies are massive companies with a lot of investment behind making sure that it`s working and tracking if it`s not.

There is 20 to 30 percent of your sales typically come from advertising. So yes, you`re still going to have sales. Your company is not - - Coca-

Cola`s not going out of business if they stop but they`re no longer counting on that percentage of sales. So if they have 100 sales, they`re

now going to have 80 sales.

UNIDENTIFIED MALE: Go back to that Coca-Cola ad. There`s family. There`s friends and not a lot of Coke. The soda is kind of secondary here. What

it`s really doing is stirring up your emotions, making you feel something, family, patriotism. Coca-Cola knows that feeling, that emotional

connection is what`s going to make your hand want to reach for the red bottle.

(END VIDEO CLIP)

AZUZ: For 10 out of 10, we wouldn`t exactly call this underwater creature a land shark but it definitely looks like it could get around on solid

ground. Scientists recently found four new species of what are called "walking sharks". They use their fins to climb around sea grass and

shallow reefs while they`re on the hunt for small fish.

So thankfully they`re not dangerous to humans. But if a great white ever decides to imitate one and you`ve got a cut on your ankle, you`ll need

amble time to "ramble", to reach the "upper beach", to stash away from waves while waving "adieu to what`s chasing you" in hopes you`ll have the

"locomotion" to propel you from the ocean. You can`t turn me into "reefs" with what`s walking your way has "teeths". That`s a "cold-blooded"

conclusion to CNN 10. We hope you`ll take it all in stride.

We want to thank Trickum Middle School for taking a 10 minute bite out of their day. They`re watching from Lilburn, Georgia. Please keep

subscribing and commenting at YouTube.com/CNN10 for your chance to be mentioned on our show. I`m Carl Azuz.

END