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CNN Live Saturday
Super Bowl Offers Ratings Bonanza for Advertisers
Aired January 25, 2003 - 18:49 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 LIN, CNN ANCHOR: More and more people are watching the Super Bowl, which is great for advertisers who are going to pay millions of dollars for just a few seconds of airtime. Well, a little history for you here. Back in the first Super Bowl, CBS and NBC shared the game, getting only $42,000 for a 30-second commercial. Now compare that with this year's game. ABC is getting $2 million for a single 30-second commercial. That gives you some perspective.
Bruce Burkhardt is going to have more on that in just a few seconds, but first Kara Henderson's in San Diego with more on the East/West matchup. Kara, what a beautiful day you've got there, too.
KARA HENDERSON, CNN SPORTS CORRESPONDENT: Oh, it is, Carol. You know we are smack dab in the middle of a family picnic here on Harbor Island. People getting ready for the big fireworks display tonight. It's supposed to be the biggest in San Diego's history, and you know it's kind of appropriate because that's exactly what Jerry Rice has predicted for tomorrow's game. Fireworks, well maybe fireworks all weekend long here in San Diego, but it's been hard work all year long for these two teams to get here.
(BEGIN VIDEO CLIP)
BILL CALLAHAN, RAIDERS HEAD COACH: It's a combination of a lot of things, a lot of toil and tears and hard work and you know, I was just harking back to last Sunday's game against the Tennessee Titans, and looking at Tim Brown in the fourth quarter and tears coming down his eyes, and you know, he was just so jubilant and so ecstatic about where we were at and where we were going that he couldn't fathom it. He just couldn't believe that we were going to the Super Bowl.
JOHN GRUDEN, BUCCANEERS HEAD COACH: We can't change dramatically in terms of how we prepare, but it is very clear in all of our minds what opportunity we have on Sunday afternoon, and we want that very badly.
(END VIDEO CLIP)
HENDERSON: Now the two teams had their final walk-through at the stadium today. A couple of players admitted to us earlier this week that they're going to have a hard time sleeping tonight. It won't be a problem for John Gruden. He usually doesn't sleep much anyway. Warren Sapp says he'll never have a problem sleeping, and he wakes up early tomorrow, he'll say he'll feel like a kid getting ready to go to Six Flags -- Carol.
LIN: I bet they are excited. All right, thanks so much Kara. We'll look forward to your coverage tomorrow.
Well in Las Vegas, casinos are expecting gamblers to place more than $70 million in bets for the Super Bowl, but the stakes are a little different for the governors of California and Florida. For example, if the Raiders win, California Governor Gray Davis gets to mount a Raiders jersey in the Florida State House while munching on some Florida oranges. But if Tampa pulls out a victory, Jeb Bush gets to drink some fine California wine while his team's jersey is mounted in Sacramento. That is wild and whacky risk takers.
Big business is betting that exposing their names and products to the worldwide audience is going to make them big money.
Well, the battle for who's got the sexiest, funniest, most memorable commercial is heating up.
(BEGIN VIDEOTAPE)
(MUSIC)
UNIDENTIFIED MALE: It's got to be the tag.
UNIDENTIFIED MALE: (UNINTELLIGIBLE)
UNIDENTIFIED FEMALE: Hey, dad.
UNIDENTIFIED MALE: Not now, not now...
UNIDENTIFIED FEMALE: We really want to show you something.
UNIDENTIFIED MALE: I've got something to do. I'm trying to get this...
UNIDENTIFIED MALE: I really can see this.
UNIDENTIFIED MALE: What is then? What is it?
UNIDENTIFIED MALE: These aren't Pepsis. They're Pepsi Twists.
UNIDENTIFIED MALE: You're a bunch of bloody magicians.
UNIDENTIFIED FEMALE: We're not the Osbournes.
UNIDENTIFIED MALE: You're not.
UNIDENTIFIED MALE: We're the Osmonds.
UNIDENTIFIED FEMALE: We're the Osmonds.
(MUSIC)
UNIDENTIFIED FEMALE: I'm a little bit country.
UNIDENTIFIED MALE: I'm a little bit rock and roll.
UNIDENTIFIED MALE: Sharon! (END VIDEOTAPE)
LIN: Well, there you go. Our Bruce Burkhardt shows up this competition now.
(BEGIN VIDEOTAPE)
BRUCE BURKHARDT, CNN CORRESPONDENT (voice-over): It is a rare day, Super Bowl Sunday.
The only day of the year when we go to the bathroom during the program so we can get back in time to see the commercials.
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: A musical? What were you thinking?
(END VIDEO CLIP)
BURKHARDT: Almost as much a part of our culture as the ad themselves have become, are the news stories beforehand about the ads. So when I was asked to do a piece, what else could I say?
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: Anything for a raise, sir.
(END VIDEO CLIP)
BURKHARDT: Monster.com had a monster hit with this ad a few years back when the dot-coms were riding high. When they worked, E*TRADE came out with this one, pretty funny.
(MUSIC)
BURKHARDT: In fact, the ads tell us much about our society at any given moment. Last year there was this.
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: Now more than ever we are one nation...
(END VIDEO CLIP)
BURKHARDT: Solemn tributes to New York, Monster.com and the Budweiser Clydesdales. But once tribute had been paid, Budweiser reverted the form and went for the laughs.
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: Ow.
UNIDENTIFIED FEMALE: Honey?
(END VIDEO CLIP) BURKHARDT: Budweiser has been a player in this game for a long time, though the lizards have been kind of low profile lately. A couple of years back I got a rare interview with Louie the lizard while they were filming a Super Bowl spot. It didn't go well.
(on camera): Louie, right now you're filming one of the Super Bowl spots. Can you tell us what that's about?
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: No, next question. That was good, huh?
UNIDENTIFIED MALE: This is CNN.
(END VIDEO CLIP)
BURKHARDT: You can't even spell CNN Louie.
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: Then who needs you? Get out of my swamp. Take your NN with you.
(END VIDEO CLIP)
BURKHARDT (voice-over): Louie the lizard to Britney Spears and Bob Dole.
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: Easy boy.
(END VIDEO CLIP)
BURKHARDT: It's become a competition that seems to grow more intense each year.
Who will be the funniest? Who will create the most memorable character?
What's the catch phrase we're all going to be sputtering?
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: What are you doing?
UNIDENTIFIED MALE: What are you doing?
UNIDENTIFIED MALE: What are you doing?
(END VIDEO CLIP)
BURKHARDT: The early years of the Super Bowl wasn't like this. In 1984, Apple unveiled what is generally considered the first big event commercial. We might all remember the ad, but I wonder who played in the game that year. (BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: Well, thanks for asking...
(END VIDEO CLIP)
BURKHARDT: Bruce Burkhardt, CNN, Atlanta.
(END VIDEOTAPE)
LIN: 1984, that would be the L.A. Raiders beating the Washington Redskins 38-9.
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 25, 2003 - 18:49 ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
CAROL LIN, CNN ANCHOR: More and more people are watching the Super Bowl, which is great for advertisers who are going to pay millions of dollars for just a few seconds of airtime. Well, a little history for you here. Back in the first Super Bowl, CBS and NBC shared the game, getting only $42,000 for a 30-second commercial. Now compare that with this year's game. ABC is getting $2 million for a single 30-second commercial. That gives you some perspective.
Bruce Burkhardt is going to have more on that in just a few seconds, but first Kara Henderson's in San Diego with more on the East/West matchup. Kara, what a beautiful day you've got there, too.
KARA HENDERSON, CNN SPORTS CORRESPONDENT: Oh, it is, Carol. You know we are smack dab in the middle of a family picnic here on Harbor Island. People getting ready for the big fireworks display tonight. It's supposed to be the biggest in San Diego's history, and you know it's kind of appropriate because that's exactly what Jerry Rice has predicted for tomorrow's game. Fireworks, well maybe fireworks all weekend long here in San Diego, but it's been hard work all year long for these two teams to get here.
(BEGIN VIDEO CLIP)
BILL CALLAHAN, RAIDERS HEAD COACH: It's a combination of a lot of things, a lot of toil and tears and hard work and you know, I was just harking back to last Sunday's game against the Tennessee Titans, and looking at Tim Brown in the fourth quarter and tears coming down his eyes, and you know, he was just so jubilant and so ecstatic about where we were at and where we were going that he couldn't fathom it. He just couldn't believe that we were going to the Super Bowl.
JOHN GRUDEN, BUCCANEERS HEAD COACH: We can't change dramatically in terms of how we prepare, but it is very clear in all of our minds what opportunity we have on Sunday afternoon, and we want that very badly.
(END VIDEO CLIP)
HENDERSON: Now the two teams had their final walk-through at the stadium today. A couple of players admitted to us earlier this week that they're going to have a hard time sleeping tonight. It won't be a problem for John Gruden. He usually doesn't sleep much anyway. Warren Sapp says he'll never have a problem sleeping, and he wakes up early tomorrow, he'll say he'll feel like a kid getting ready to go to Six Flags -- Carol.
LIN: I bet they are excited. All right, thanks so much Kara. We'll look forward to your coverage tomorrow.
Well in Las Vegas, casinos are expecting gamblers to place more than $70 million in bets for the Super Bowl, but the stakes are a little different for the governors of California and Florida. For example, if the Raiders win, California Governor Gray Davis gets to mount a Raiders jersey in the Florida State House while munching on some Florida oranges. But if Tampa pulls out a victory, Jeb Bush gets to drink some fine California wine while his team's jersey is mounted in Sacramento. That is wild and whacky risk takers.
Big business is betting that exposing their names and products to the worldwide audience is going to make them big money.
Well, the battle for who's got the sexiest, funniest, most memorable commercial is heating up.
(BEGIN VIDEOTAPE)
(MUSIC)
UNIDENTIFIED MALE: It's got to be the tag.
UNIDENTIFIED MALE: (UNINTELLIGIBLE)
UNIDENTIFIED FEMALE: Hey, dad.
UNIDENTIFIED MALE: Not now, not now...
UNIDENTIFIED FEMALE: We really want to show you something.
UNIDENTIFIED MALE: I've got something to do. I'm trying to get this...
UNIDENTIFIED MALE: I really can see this.
UNIDENTIFIED MALE: What is then? What is it?
UNIDENTIFIED MALE: These aren't Pepsis. They're Pepsi Twists.
UNIDENTIFIED MALE: You're a bunch of bloody magicians.
UNIDENTIFIED FEMALE: We're not the Osbournes.
UNIDENTIFIED MALE: You're not.
UNIDENTIFIED MALE: We're the Osmonds.
UNIDENTIFIED FEMALE: We're the Osmonds.
(MUSIC)
UNIDENTIFIED FEMALE: I'm a little bit country.
UNIDENTIFIED MALE: I'm a little bit rock and roll.
UNIDENTIFIED MALE: Sharon! (END VIDEOTAPE)
LIN: Well, there you go. Our Bruce Burkhardt shows up this competition now.
(BEGIN VIDEOTAPE)
BRUCE BURKHARDT, CNN CORRESPONDENT (voice-over): It is a rare day, Super Bowl Sunday.
The only day of the year when we go to the bathroom during the program so we can get back in time to see the commercials.
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: A musical? What were you thinking?
(END VIDEO CLIP)
BURKHARDT: Almost as much a part of our culture as the ad themselves have become, are the news stories beforehand about the ads. So when I was asked to do a piece, what else could I say?
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: Anything for a raise, sir.
(END VIDEO CLIP)
BURKHARDT: Monster.com had a monster hit with this ad a few years back when the dot-coms were riding high. When they worked, E*TRADE came out with this one, pretty funny.
(MUSIC)
BURKHARDT: In fact, the ads tell us much about our society at any given moment. Last year there was this.
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: Now more than ever we are one nation...
(END VIDEO CLIP)
BURKHARDT: Solemn tributes to New York, Monster.com and the Budweiser Clydesdales. But once tribute had been paid, Budweiser reverted the form and went for the laughs.
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: Ow.
UNIDENTIFIED FEMALE: Honey?
(END VIDEO CLIP) BURKHARDT: Budweiser has been a player in this game for a long time, though the lizards have been kind of low profile lately. A couple of years back I got a rare interview with Louie the lizard while they were filming a Super Bowl spot. It didn't go well.
(on camera): Louie, right now you're filming one of the Super Bowl spots. Can you tell us what that's about?
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: No, next question. That was good, huh?
UNIDENTIFIED MALE: This is CNN.
(END VIDEO CLIP)
BURKHARDT: You can't even spell CNN Louie.
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: Then who needs you? Get out of my swamp. Take your NN with you.
(END VIDEO CLIP)
BURKHARDT (voice-over): Louie the lizard to Britney Spears and Bob Dole.
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: Easy boy.
(END VIDEO CLIP)
BURKHARDT: It's become a competition that seems to grow more intense each year.
Who will be the funniest? Who will create the most memorable character?
What's the catch phrase we're all going to be sputtering?
(BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: What are you doing?
UNIDENTIFIED MALE: What are you doing?
UNIDENTIFIED MALE: What are you doing?
(END VIDEO CLIP)
BURKHARDT: The early years of the Super Bowl wasn't like this. In 1984, Apple unveiled what is generally considered the first big event commercial. We might all remember the ad, but I wonder who played in the game that year. (BEGIN VIDEO CLIP)
UNIDENTIFIED MALE: Well, thanks for asking...
(END VIDEO CLIP)
BURKHARDT: Bruce Burkhardt, CNN, Atlanta.
(END VIDEOTAPE)
LIN: 1984, that would be the L.A. Raiders beating the Washington Redskins 38-9.
TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com
