Daily Press from Newport News, Virginia • Page 59

E7 Daily Press, Sunday, Feb. 7, 1988 Ad execs await next Super Bowl Magazine gives life to fantasy football get ratings of 42 to 43 and negotiated with the network on that basis. Based on the preliminary Nielsen ratings, she said she was not disappointed by the Super Bowl as a vehicle for Shearson's ads. "The bloom is off the rose as far as the Super Bowl's concerned. You can be sure I'm going to use this year's ratings as a wedge to try to drive down the prices next year." Robert D.

Daubenspeck, national broadcast director, Foote, Cone Belding Communications Inc. The game involves organizing four to sixteen teams eight or twelve is the ideal under the control of game players who take the titles of "coach" or "owner," Allan said. Then, each week the game players are responsible for submitting to a "league commissioner" their seven-man lineup including one quarterback, two. running backs, two receivers, and a kicker. The "commissioner's" job is to settle disputes and keep track of rosters.

In June 1987, 20,000 copies of the magazine were printed, and approximately 18,000 copies with a price of $2.95 each were accepted nationwide by approximately 25 distributors. Now the two entrepreneurs are back to prepare a 1988 edition, despite their failure to break even with their first edition. Both of them blame the NFL strike for hurting magazine sales. In the second edition, they plan to bring in more money by allocating space for advertisers, another change from the first edition. Taylor and Allan discovered fantasy football at the same time when they were journalism intern-reporters at the state capitol in "SEATTLE (UPI) The Super Bowl is over and although most fans have benched their thoughts of the National Football League, two college students already are preparing their second national magazine for fantasy football enthusiasts.

Bruce Taylor said he never cared about the Seattle Sea-hawks or any other NFL football team until he played fantasy football a statistical game using NFL players. That was two years ago, and now Taylor, 23, a University of Washington journalism student, is co-producer of Fantasy Football, the first magazine to offer NFL player statistics and advice on who's who for the upcoming fantasy football season. Ian Allan, 23, is the second half to the magazine's success because his life savings of $8,000 went into producing the 1987 issue that emerged less than a year ago. For those who are new to fantasy football, an introduction on the magazine's inside cover assists the reader in getting started. Both Taylor and Allan agree the focus of fantasy football is not who the best NFL teams or players are, but which NFL players score the most points that's how it differs from real football.

Some big advertisers who paid as much as $675,000 a spot, however, may ask the network for compensation because of the lower ratings, according to advertising executives. "Almost certainly, the networks will take care of their big clients by giving them an additional spot in prime time," said Chuck Bachrach, director of network programming for Western International who bought one spot for Disney during this year's game. An ABC spokesman declined to comment on whether it had received such requests from its big Super Bowl advertisers. Certainly, the Super Bowl is no ordinary media purchase for advertisers. Because many see it as a status symbol, the amount of money that they are willing to pay is not strictly calculated on the basis of the Nielsen ratings.

"We buy the Super Bowl as a big, glamorous event as much as for its media value," said Leslie J. Whitney, who buys spots for clients of Fallon McElligot, a unit of the Ogilvy Group advertising agency. NBC is hoping to raise the price of a 30-second spot again next year. to $100,000. In 1980, a 30-second spot commanded $225,000.

This year prices broke new records. Such major advertisers as Pepsi Cola, IBM, Anheuser-Busch and McDonald's paid $625,000 to $675,000 for 30 seconds of air time. Shearson Lehman Hutton paid an estimated $1.5 million for three spots before and during the game to announce that it would no longer engage in program trading. To advertisers who paid $625,000 for a 30-second spot based on 1987's ratings, the 3.9-point, or 9 percent, drop in this year's ratings raises the question of whether they paid too much. "If an advertiser estimated that the Super Bowl would get a 45.8 rating, and they paid for a 45.8 rating, then they should be moderately unhappy," said June D.

Spirer, president of Media Placement Services, the agency that purchased the Super Bowl spots for Shearson. Spirer, however, said she had estimated that the game would N.Y. Times News Service CHICAGO To the dismay of some advertisers who bought spots during this year's Super Bowl, the match between the Washington Redskins and the Denver Broncos received the lowest Nielsen ratings in 14 years. Advertising executives are already planning to use this year's disappointing ratings as artillery in their battle with the networks over the escalating cost of advertising during the Super Bowl. "The bloom is off the rose as far as the Super Bowl's concerned," said Robert D.

Dauben-speck, national broadcast director for Foote, Cone Belding Communications Inc. "You can be sure I'm going to use this year's ratings as a wedge to try to drive down prices next year." One thing that hurt the ratings was the Redskins' lopsided 42-10 victory. The number of viewers watching the Sunday game on ABC dropped notice-' ably, during the last half-hour. rom 10 p.m. to 10:09 p.m., the final portion of the game, percent of American households, or about 33.3 million hoipes, were watching the game, according to the A.C.

Nielsen Co, preliminary estimates. Curing the first half, as many as $3.4 percent of American households, or 38.3 million homes, were watching. Slit even during the exciting irs half, comparatively fewer households watched the game than; in previous years. Curing the average minute, 41.9 percent of all United States households, or about 37 million homes, watched the Super Bowl, according to the Nielsen Co. Of the homes that had their television sets turned on during that period of time, 60 percent were tuned to the game.

By comparison, 45.8 percent of households, or about 40 million homes, watched the Super Bowl last year when the New York Giants defeated Denver. And in 1986, 41 million, or 48.3 percent, of American households watched the Chicago Bears trounce the New England Patriots. Other factors than the lopsided score could have affected the ratings, The Super Bowl was the cap 1 to a disappointing season for the National Football League and the networks that televise its games. In a season disrupted by a players' strike, both attendance and television ratings were down. Some television executives suggested that ratings might also have been lower because this is the first Super Bowl in which Nielsen has used its controversial new rating system known as the people meter.

Nielsen defended the accuracy of its ratings. A spokesman for ABC declined to comment on whether the network thought the new system was a factor during the Super Bowl. The fact that a football team from a major city, such as New York, Los Angeles or Chicago, did not play in the game may also have contributed to its low ratings, according to Dennis Holt, chief executive of the Western International Media one of the largest purchasers of spot television time in the United States. Even though he expects them to try, Holt predicted that advertisers would probably not be able to persuade NBC, which will carry the next Super Bowl, to lower its rates. Indeed, as the premier sporting event of the year, advertising spots during the Super Bowl have commanded increasingly staggering prices in recent years.

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