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Is It Worth $80,000 per Second to Advertise During the Super Bowl? Multivision Aims to Prove It for Companies


OAKLAND, CA -- Feb. 4, 2005 -- If your company is willing to spend $2.4 million for a 30 second commercial to air in front of nearly 150 million people, you’d better have something memorable to say. But how valuable will that moment be? Multivision, inc., a national broadcast monitoring service, is out to quantify the effect. For the fourth year in a row, multivision is compiling its unique report that measures how many times Super Bowl advertisers and their commercials are mentioned on television newscasts.

Entitled “Super Bowl: Monitoring the Advertising Buzz,” this unique report consolidates, quantifies and compares all of the news stories about this year’s Super Bowl advertising that air on national, cable and the top 50 television markets in the United States. The advertisers, as well as advertising and public relations agencies, find this information useful as it quantifies the “free publicity” each advertiser receives between December 1, 2004 and February 7, 2005.

“During this time of year, if it seems everyone is talking about Super Bowl advertising, it’s basically true,” said Brent Bamberger, vice president for multivision. “On any given day, there are approximately 2,500 unique news stories airing in the United States and 10% are about this single marketing event. What started as a novelty story at the end of a newscast a few years ago is blossoming into a lead business story.”

The 2005 version of multivision’s “Super Bowl: Monitoring the Advertising Buzz” reveals many interesting trends about how the media handles this major marketing event. For example, this year many advertisers are making news by not advertising.

-- Airborne’s rejected commercial featuring a partially naked shot of Mickey Rooney received 184 stories.

-- Bud Light’s rejected commercial that mocks the famous wardrobe malfunction of 2004 received 43 stories.

To order the report or a DVD compilation of all commercials, please go to or email

About multivision, inc.

multivision is a leader in the collection, analysis and delivery of real-time broadcast corporate intelligence and maintains the largest continuously updated searchable database of broadcast content. Organizations rely on our products, services and insights to drive business research, manage communications campaigns, and track public opinion. Founded in 1996, multivision has been the leader in the application of innovative digital technology to the capture, analysis and presentation of broadcast information to its corporate, government and public service clients.


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