FROG AND FRITO-LAY FEATURED IN NY TIMES

From New York Times TV Decoder: TV is 'Live-ing' It Up

by Stuart Elliot

The advertising economy may be gloomy and television networks may be reporting declines in demand for commercial time. But the interest among marketers in sponsoring so-called big event TV, the live shows that still draw large audiences, seems, well, alive.

The Frito-Lay division of PepsiCo has become the first marketer to disclose that it will buy commercial time during the ABC broadcast of the Academy Awards on Feb. 22. A new line of Frito-Lay snack nuts called True North is asking consumers to enter a contest to create a commercial to be shown during the Oscar-cast.

“The most extraordinary story on the Oscars could be yours,” proclaims the headline of an ad in the Nov. 10 issue of Newsweek. The ad starts this way: “Are you doing something amazing? Something with the power to inspire others? Then we might want to tell your story in a 60-second commercial during the Academy Awards.”

The ad asks consumers to visit the True North Snacks Web site for more information about the contest.

Frito-Lay would not be the first advertiser to sponsor a contest for consumers to create a commercial for the Academy Awards. Unilever did that during the show that was broadcast last Feb. 24, for a product called Dove Supreme Cream Oil Body Wash.

ABC charged advertisers an estimated $1.6 million for each 30 seconds of ad time during the most recent Oscars. The network has not disclosed a price tag for the spots during the next show, which will be the 81st annual Academy Awards presentation.

The Oscars typically draws an audience that is chockablock with women and affluent, more educated viewers. The Academy of Motion Picture Arts and Sciences is changing its rules for 2009 to allow movie studios to run certain types of commercials for coming releases during the show next February.

The largest TV audience of the year is almost always drawn by the Super Bowl. Super Bowl XLII, broadcast on Feb. 3, garnered a record audience of about 97.5 million viewers.

For Super Bowl XLIII, to be played next Feb. 1, NBC — whose turn it is to broadcast the game — is charging a record price, estimated at an average of $3 million for each 30 seconds of commercial time.

Among the advertisers that have said they are buying spots in the next Super Bowl are Anheuser-Busch and Frito-Lay. The latter plans to run the winning spot in a contest that asks consumers to create a Super Bowl commercial for its Doritos brand.

Do we sense a pattern here in Frito-Lay ad initiatives for the first quarter of 2009? Actually, this will be the third Super Bowl in a row that Frito-Lay has sought consumer-generated content for its Super Bowl ad time.

Cars.com, which ran two 30-second spots during Super Bowl XLII, said on Friday that it would run one spot, lasting 60 seconds, in the second quarter of Super Bowl XLIII. The company said the spot would mark the beginning of its marketing campaign for 2009.

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