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Pro Life Super Bowl Commercial Won't Be Seen In The LOS

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Beer Chang
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Dave Letterman, Jay Leno and Oprah together. I wish I could have seen this commercial.

By FRAZIER MOORE, AP Television Writer NEW YORK – Super Bowl viewers were rubbing their eyes at the sight of a TV spot pairing CBS late-night host David Letterman with longtime NBC archrival Jay Leno, plus media magnate Oprah Winfrey.Appearing early in the CBS-aired game Sunday, the ad depicted Letterman and Leno glumly sharing a couch watching the Super Bowl, with Winfrey seated between them trying to make peace.

Letterman grumbles, "This is the worst Super Bowl party ever."

"Now, Dave, be nice," Winfrey urges.

A disgruntled Leno replies that Letterman is only complaining "because I'm here."

In a whiny high voice, Dave mocks what Jay has just said.

Oprah shakes her head and sighs.

That's it. The spot only lasts 15 seconds.

It revisited a promo from the 2007 Super Bowl with Letterman and Winfrey watching the big game. But with the surprise addition of Leno, the 2010 version addresses in compact form the talk-show turmoil at NBC, and the soon-to-be-rekindled competition between Letterman and Leno when he reclaims NBC's "The Tonight Show" on March 1.

In the age of "Avatar," some viewers might have thought that getting Jay and Dave, plus the super-busy Oprah, together in the same frame was probably accomplished through sophisticated computer-graphic imagery.

But no, the spot was produced the old-fashioned way, according to Rob Burnett, executive producer of "Late Show with David Letterman."

And it was put together quickly. And very hush-hush.

According to Burnett, CBS offered "Late Show" a slot for a promo to air during the Super Bowl.

"Dave had this idea, 'What about getting Jay and Oprah together with me?' and he wrote it," Burnett explained by phone shortly after the spot had its single airing Sunday. (It is posted on the CBS Web site.)

"We said, 'This is too funny to pass up.' First we called Oprah." Then Leno was approached, and he, too, signed on. That was two weeks ago.

Arrangements had to be made to get the Los Angeles-based Leno and the Chicago-based Winfrey to New York for filming — and do it without word getting out.

"Security was a big priority for us," Burnett said. "We really wanted to keep this under wraps. There were a lot of internal logistical conversations about how to even get Jay and Oprah into our building secretly."

Filming took place last Tuesday at the Ed Sullivan Theatre, home of "Late Show." According to Burnett, Leno arrived in disguise: hooded sweatshirt, dark glasses and fake mustache. (Viewers might recall that, last Tuesday, NBC's "The Biggest Loser" was extended by an hour, pre-empting Leno's soon-to-end "Jay Leno Show" and enabling his round-trip dash to New York.)

Filming took less than a half-hour, Burnett said.

"It was quick, it was easy," he said. "The attitude was professional and cordial. Dave and Jay were fine with each other." Maybe so. But that very funny, very startling promo has neatly paved the way for a late-night battle between rivals that will resume in just weeks.

http://news.yahoo.com/s/ap/20100208/ap_on_sp_fo_ne/fbn_super_bowl_letterman_promo

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I don't think there is any shortage of companies that are willing to pay the high dollar for super bowl ads. Like you said, executives must think it is worth the money. Perhaps the game targets the audience the company is after.

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According to the following article, the percentage of women watching the Super Bowl has increased bringing the total of over 18 year old male viewers to 45.8 million and 37.7 female viewers. I am surprised at how close those figures are to 50%-50%.

NEW YORK In the last 10 years, the percentage of women watching the Super Bowl between the ages of 18-54 has increased by 8 percent, according to data provided by the Nielsen Co.

Despite this growing female audience, 35 percent of the commercials are still targeted towards male viewers. In fact, during the 2008 Super Bowl telecast, men generally seemed to enjoy the commercials more than women.

According to Nielsen, approximately 25 percent of all commercials were "better liked" by men than by women; about 7 percent were "better liked" by women than by men, and the rest were "gender neutral." Even during the various entertainment awards shows -- where advertisers presumably make a concerted effort to target women viewers -- these proportions are about the same.

The most popular commercials among male viewers that aired during the 2008 Super Bowl were Bud Light's "Ability to Breathe Fire" and cavemen spots; Audi's Godfather-themed ad; a Victoria's Secret effort; GoDaddy.com's commercial; and Tide's "To Go" spot featuring "the talking stain."

Among female viewers, popular commercials included eTrade's "talking baby" spot; T-Mobile's ad featuring basketball star Charles Barkley announcing he's added fellow hoopster Dwayne Wade to his favorite "five" on his mobile phone; and CareerBuilder.com, featuring a woman whose heart pops out of her chest.

The 2008 Super Bowl was the highest-rated TV show in the U.S. for the year and was viewed by a record 97.5 million people -- more than any previous Super Bowl.

And, as expected, 42.9 percent of those viewers were males 18 years and older (45.8 million viewers). However, according to Nielsen, 37.7 million women over the age of 18 were also watching.

Adweek is a unit of the Nielsen Co.

http://www.adweek.com/aw/content_display/news/agency/e3i38c60ff3da19ea86511ec2e311f86bd8

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