Broadcast News Coverage of 2008 Super Bowl Ads Reaches More Than 750 Million Viewers

    News media stories provide Super Bowl XLII advertisers with free publicity
    worth tens of millions of dollars

    CHICAGO, Feb. 22 /CNW/ -- Ever since Apple Computer aired its
groundbreaking "1984" advertisement in Super Bowl XVIII, the news media have
scrutinized the ads almost as intensively as the game itself. In 2008, news
coverage of the ads broadcast on the world's most-watched sporting event
reached an all-time high, with 6,846 broadcast news stories about the ads in
the weeks before and after the event, according to an analysis by Cision's
broadcast monitoring group.
    (Logo: )
    Cision (, a leading provider of premium broadcast news
monitoring and management applications, estimates that news stories on 34
advertisers' Super Bowl XLII ad campaigns this year reached more than 750
million viewers, beyond the game-day audience for the ads themselves. Cision
estimates these broadcast news placements provided tens of millions of dollars
worth of free publicity to the advertisers, even before additional valuable
exposure in print and online news media.
    Cision has been monitoring coverage on local, national, syndicated and
cable news broadcasts of Super Bowl advertising since 2004, when only 463 news
stories on the ads were aired. "Super Bowl Sunday has become the advertising
event of the year, with the world's leading brands competing to unveil their
more creative and exciting promotions," said Joe Bernardo, President and CEO
of Cision. "With Super Bowl ads now creating buzz and word-of-mouth on YouTube
and other viral web-based media well in advance of the game, news coverage of
the phenomenon is greater than ever."
    Pepsi and Budweiser garnered the lion's share of broadcast news coverage
of all the Super Bowl XLII ads, with 1,945 new stories aired on Pepsi's ads
and 1,122 on Budweiser's from December 1, 2007, to February 10, 2008. Coca
Cola, Victoria's Secret and Diet Pepsi rounded out the top five in total
broadcast news media stories on the ads. Cision also said Pepsi, Coca Cola and
Victoria's Secret led the brands benefiting the most from promotion of their
ads prior to the Super Bowl, with significant broadcast news coverage of their
ads even before Super Bowl Sunday.
    "It's also significant that the majority of the news coverage of the ads
was local, with more than 85 percent on local stations versus national cable
and broadcast networks," said Peter Granat, Executive Vice President of
Cision. "Viewers place a high degree of trust in their local news stations, so
stories about the ads on local broadcasts invest those brands with a high
degree of credibility."
    About Cision
    Cision improves client performance through integrated services and
software solutions for reputation and campaign management, media monitoring
and research of media contacts. Cision's broadcast news monitoring business,
founded in 1996 as Multivision Media Monitoring, was the first to provide
companies with broadcast signal text indexing and digital delivery of relevant
media content. Cision AB ( is quoted on the Nordic exchange and
has approximately 17,000 shareholders. The company has around 2,600 employees
and a turnover of SEK 1.9 billion in 2007.  Cision operates in the US, UK,
Sweden, Canada, Germany, Norway, Finland, Denmark, Portugal, Lithuania, the
Netherlands, Hong Kong and China, and has partners in another 125 countries.

For further information:

For further information: Stephen Debruyn, Vice President, Marketing, 
Cision, +1-312-986-4974, Web Site:        

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