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Media San Diegans on the sofa for Super Bowl, ‘Survivor.’



Adweek Names Gateway, Jack In The Box Ads Among ’50 Top Spots’

Compared to almost every other market in the country, San Diego was particularly attentive to this year’s lackluster Super Bowl and the post-game, much-hyped premiere of the second season of “Survivor,” both of which aired Jan. 28 on CBS.

Ratings from Nielsen Media Research indicated that at a 68 share, the market had the second highest percentage of televisions turned on at that time, tuned into the game.

Only Baltimore was higher, said John Marquiss, general sales manager for KFMB, San Diego’s CBS affiliate. The Super Bowl had a reported 71 share in Baltimore, whose Ravens beat the New York Giants, 34-7.

Locally, the game had 860,000 viewers and a 41.1 rating, meaning percentage of all televisions on or off in the market, according to Nielsen.

Nationally, the game earned a 61 share and a 40.4 rating this year, according to Nielsen. Approximately 41,270,000 households and 84,335,000 people were tuned into the game.

Other than particularly high shares, there were no surprises in the business of selling the game, said Marquiss. KFMB had 16, 30-second spots to sell in the game.

“It was actually kind of a potpourri of advertisers.” There were a couple dot-coms compared to last year with a lot of dot-coms,” Marquiss said.

San Diego also had the second highest share for the season premiere of the reality-based challenge show “Survivor.”

In San Diego, “Survivor” had a 43 share, which represented an estimated 620,000 viewers. It was second to Minneapolis, Marquiss said.

“We’re such an active town,” he said of San Diego. “I think the drama draws people to the set a little bit more for big, special events.”

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Winners: Television commercials from local companies Gateway, Inc. and Jack In The Box, Inc. were among industry publication Adweek’s 50 top spots of 2000.

Gateway’s ad, called “Apartment,” was created by McCann-Erickson in New York City. It featured a woman looking at a photograph in a date’s apartment in which he is pictured with Evander Holyfield, Lassie and Marilyn Monroe. The voice-over ran, “Wish you could add a little something to your photographs?”

As for Jack In The Box, the toy-headed “Jack” is tooling around Rome on a motorcycle. “I’ve learned so many things here,” he says in the ad. “I learned that in Italy, the food isn’t called Italian food. It’s just called food.” The ad was created by Kowloon Wholesale Seafood Co. in Santa Monica.

Signings: Public relations firm Corbae & Co. signed Atlanta-based EzGov, Inc., a software company. MJE Marketing signed the San Diego Unified Port District after a recent request for proposals. Di Zinno-Thompson Integrated Marketing Communications previously had the account, for four years. Stoorza Communications will be handling PR for locally based high-tech company LearningFramework.

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Sound Bites: Internationally known graphic designer Bruce Mau will lecture at the Museum of Contemporary Art on March 7. His talk, called “What will be.com of us,” will look at design culture and how design has changed since the advent of software and technology. Henry DeVries was elected for another term as president of the High Tech Marketing Alliance, the local tech-marketing association. Look for Carlsbad City Councilwoman Julie Nygaard on the Feb. 12 edition of “Inside North County,” a public affairs program produced by Daniels Cablevision. The Gable Group, based Downtown, recently hired Alison Caiola to run the firm’s technology group. Caiola was previously senior vice president and general manager of New York City-based Mindstorm Communications, and from 1996-’98, she was executive director of PR and special events for Cineste Studios/Eastman Kodak, Los Angeles.

The deadline for the next Media & Marketing column is Feb. 15. Rodrigues can be reached at (858) 277-6359, Ext. 107, or via e-mail at trodrigues@sdbj.com.

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