,'age 4B THE BATTALION
TUESDAY, JANUARY 15, 1980
Super Bowl
Super game means super money for commercials
United Press International
NEW YORK — The price tag for
30 seconds of commercial time on
Super Bowl XIV: $238,000.
That comes to $476,000 per mi
nute. There are 22 minutes of com
mercial time on the Super Bowl,
which means when the Pittsburgh
Steelers meet the Los Angeles Rams
in the Rose Bowl on Jan. 20, sponsors
will have paid CBS $10,472,000.
That marks an increase over last
year, when Super Bowl XIII’s 30-
second spots on NBC sold for
$185,000-$370,000 per minute for a
total of $8.14 million.
“The Super Bowl is not a money
maker for the network that carries
it,” said Kevin O’Malley, vice presi
dent, program planning and de
velopment, for CBS Sports.
O’Malley’s statement is not as out
rageous as it appears, particularly
considering that networks are accus
tomed to yery hefty profits.
The almost $10.5 million pricetag
is a gross figure. Subtract the 15 per
cent advertising agency fee, the
approximately $7 million that CBS
paid the National Football League
for Super Bowl broadcast rights, and
the heavy production costs in order
to make Super Bowl a super event.
That leaves a profit, but not a
windfall. Just to sweeten the pot,
however, there also is the 90-minute
pregame broadcast, which earns the
network some extra cash it doesn’t
have to split with the NFL.
O’Malley was asked: Why do it, if
Formals
Now at
Northgate!
it isn’t a big moneymaker? He
laughed.
“It’s a matter of prestige,” he said.
“The Super Bowl is the No. 1 sport
ing event in America. We invest 100
hours a year in NFL programming.
The Super Bowl is the ultimate
event. Naturally, it’s something we
want to do.”
This is the year when people who
know more about football than tele
vision are joking about what the ex
perts say is an uneven match, with
Pittsburgh ready to turn the Rams
into lambs.
“The only way to get any excite
ment into this game is having the
Ayatollah Khomeini hang-glide into
the Rose Bowl at half time, ” one bar
room wit predicted after the Rams
won their conference championship
game Jan. 6.
“Or have the Dallas Cowboys
cheerleaders try bayonet practice on
Howard Cosell,’’ said another.
CBS is betting that the Super
Bowl will generate its own excite
ment, as it has in the past despite the
forecasts of a one-sided game. CBS is
guestimating that the game will
boast an average audience of 84 mil
lion, with approximately 102 million
Americans watching at least some
part of the game.
“The Rams defeated Tampa Bay
and the Cowboys in Dallas and they
earned the right to go,” O’Malley
said.
“But the Super Bowl probably cre
ates its own audience,” he said. “If
you look at audience levels in the
past, the fact is they were not largely
affected by which teams partici
pated. The Super Bowl seems to
have a particular character of its own.
“Super Bowl Sunday is almost a
national holiday,” he continued.
“Viewing levels show that most of
the country is watching the game.
They have parties at home or sche
dule social events just for the pur
pose of watching the game. ”
A look at Super Bowl Nielsen sta
tistics bears out O’Malley’s point.
The 1978 Super Bowl XII from New
Orleans ranks fourth in the Nielsen
list of most watched shows of all
time. That list is headed by the final
episode of “Roots” and the two parts
of “Gone With The Wind.”
Super Bowl XII is the highest-
rated live program ever presented.
Super Bowl XIII is right behind XII
in the Nielsen list.
The equipment the network has
lined up for the game is impressive:
31 cameras to be used in pre-game,
game and post-game broadcasts, in
cluding 20 at the Rose Bowl. Of
those, 16 will be used for game cov-
erage, including one in the
Goodyear blimp.
The game will be broadcast by 214
stations in the United States, 55
CBC stations in Canada, as well as
stations in 15 foreign countries, in
cluding Japan, Saudi Arabia, Thai
land, as well as the United Kingdom,
Mexico, Central and South Amer
ican nations. That doesn’t include
the seven foreign lands in which
Armed Forces Television will carry
the game.
The show will begin at 4:30 p.m,
Eastern time, with the 90-minute
pregame “The Super Bowl Today.”
The game will run from kickoff at
6:10 p.m.. Eastern time, to between
9:30 and 10 p.m.. Eastern time,
O’Malley said. The post-game wrap-
up will be followed by ‘60 Minutes
Thanks to Super Bowl XIV,'(!
Minutes” may score its highestnt
ing yet.
Unless the Steelers put eveiyW
to sleep early.
ALTERATIONS'
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Two Cheese and
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w/chili
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Patio Style Pinto Beans
Tostadas
Coffee or Tea
One Corn Bread and Butter
WEDNESDAY
EVENING SPECIAL
Chicken Fried Steak
w/cream Gravy
Whipped Potatoes and
Choice of one other
Vegetable
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Coffee or Tea
THURSDAY EVENING SPECIAL
Italian Candle Light Spaghetti Dinner
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551
Team attends service
for deceased coach
ircor
ighw,
But
Du, r
$2.6
United Press International
BATON ROUGE, La. — Mem
bers of the Louisiana State Universi
ty football team who never had a
chance to meet with coach Bo Rein
attended a memorial service for the
man who died tragically in an unex
plained airplane crash in the Atlantic
Ocean.
The 40-minute service Sunday,
which was held at Christ the King
Chapel on the LSU campus, was
attended by about 250 people, in
cluding LSU Chancellor Paul Mur-
rill.
Rein, 34, was eulogized by former
LSU assistant Sam Nader as a fierce
ly competitive man who worked tire
lessly in his 42 days as Tiger coach.
“Bo Rein was a friend of mine,”
Nader said. “He was a sincere and
good person. Bo Rein was a man who
had a rare combination of ability and
attitude He could perform and™
an intense competitor.”
Rein and pilot Lewis Benscottei,
48, died Friday when their 10-seal
Cessna Conquest wandered 1,
miles off course and nosedived
41,000 feet into the Atlantic Ocean
The Coast Guard suspended id
search Saturday without finding
either body.
Athletic Director Paul Dielzel,
new football coach Jerry Stovall and
Rein’s eight-member LSU
attended similar memorial services
for Rein in Cary, N.C., Sunday.Rein
lived in Cary during his last four
years as head coach of North Caroli
na State.
Gail Benscotter, wife of the
pilot, attended regular services at
Parkview Baptist Church in Baton
Rouge Sunday morning.
‘Banderillero’ killed by bull
after 40 years in the ring
United Press International
VILLACOLIMA, Mexico —A 65-
year-old banderillo was gored and
killed during a bullfight fought by
Spanish matador Manola Reyes, au
thorities say.
The fatal accident occurred Sun
day when Jose Hernandez Rios, who
worked 40 years as a banderillero-
the person who throws darts or “b
derillas” at the bull — came tooclose
to the animal and was gored, author
ities said.
Hernandez was killed instantly
when a horn entered his neck and
went through his mouth, they said
Pink Floyd has been
building up to this.
"The Wall.”
On Columbia
Records and
Tapes.
2 RCCOAO SET
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Another Brick In Th* Wall (Part N)
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PC2 36183
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