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CNN Sunday Morning

Advertising Competition Gives Super Bowl Run For Its Money

Aired February 03, 2002 - 08:16   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.
MILES O'BRIEN, CNN ANCHOR: The clock is ticking down to Super Bowl XXXVI. The game gets underway at 6:30 PM Eastern time in New Orleans. The security tight in the Crescent City, to say the least. Fans being told to show up as much as five hours early for tonight's game. Because of the increased security, fans are being told to leave camcorders, banners, noisemakers, those big foam number one things at home. Jeez (ph).

Today's showdown between the Rams and the Patriots isn't the only competition in this year's big game. Competition for advertising dollars always stiff this time of year. As CNN's Susan Lisovicz reports, even the so-called Super Bowl of advertising is feeling the effects of the recession, however.

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SUSAN LISOVICZ, CNN CORRESPONDENT (voice-over): There are celebrities, there are special effects, and there is skin. Madison Avenue is working feverishly to outdo itself in the so-called Super Bowl of advertising. But FOX had to work hard to get those advertisers to commit.

Even with the nation's best-watched event -- an estimated 130 million people will tune in -- ads for Super Bowl XXXVI have been a tough sell. The economic recession is just one reason why. EDS says it raised brand awareness by 50 percent with its running of the squirrel Super Bowl spot last year. But it's opting for the Salt Lake City Olympics this year, which begins just five days after the Super Bowl.

DON UZZI, EDS: The reason was really strategic in nature, in that we felt we had a much larger story to tell this year, in that we're moving into the next phase of our advertising.

LISOVICZ: And with prices at $600,000 per 30 seconds, Olympic commercials are a fraction of the cost of the average $1.9 million price tag for Super Bowl.

CAROLYN BIVENS, INITIAVE MEDIA: The Super Bowl advertiser is looking for big name recognition, a one-day event, a major, kind of a splash. The Olympic advertiser is looking for something that builds a little more over the long run. They'll use those rings throughout the entire year. LISOVICZ (on camera): (UNINTELLIGIBLE) says competition from the Olympics, as well as scaled-back Super Bowl programming, which translates into fewer commercials, will hurt FOX's third quarter results. It expects an operating loss of $15 million to $20 million.

(voice-over): But FOX says it expects Super Bowl revenue to bring in $200 million. One advertiser contributing to that sum is Levi's.

ROBERT HANSON, PRESIDENT, LEVI'S: Advertisers have to look for opportunities to engage with the American public in a way which is about an event, about delivering appointment -- television or appointment media events. The Super Bowl is that, and when you look at it on a return on investment basis, it absolutely delivers.

LISOVICZ: Anheuser-Busch has purchased five minutes of Super Bowl air time, and one of its agencies says there are no regrets.

BOB SCARPELLI CHAIRMAN, CHICAGO: I don't if the guys we're trying to reach are watching women's figure skating. I don't know, they could be.

LISOVICZ: Susan Lisovicz, CNN Financial News, New York.

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