Nielsen Issues Report on Super Bowl Advertising

NEW YORK, February 9: According to The Nielsen Company, the
average commercial aired during the Super Bowl on CBS last Sunday received a
32.1 rating with a viewership of 92.8 million.

The average viewer rating for the Super Bowl program itself
was 32.8. As such, the drop-off for the average commercial minute on the Super
Bowl was 0.7 ratings points. These are live plus same day ratings derived from
Nielsen's NPOWER software system, which allows clients to determine the rating,
including DVR playback, for any minute of any television program. This is the
first year that Nielsen has been able to report viewing from DVR playback.

The research also notes that the most viewed program minute
during the Super Bowl was at 9:10 p.m. EST and was seen by 99.9 million
viewers. The highest rated commercial minute was the Hewlett-Packard ad at 9:25
p.m., which was seen by 99.5 million people. Plus, the commercials that had the
highest gain from DVR playback were by CareerBuilder.com and Doritos, both of
which were viewed by 2.5 million people on DVR playback. There were a total of
101 separate commercials telecast during 44 minutes and 10 seconds, compared to
96 commercials during 47 minutes and 18 seconds of commercial time during last
year’s Super Bowl. The company website that saw the biggest increase in online
traffic after the Super Bowl was Career Builder Network, and the commercials
with the biggest online "buzz" were the Budweiser and Bud Light
spots, generating 20 percent of all post-game online discussion. The advertiser
with the most commercials was Anheuser-Busch and the advertising category with
the most commercials was beer with 5 minutes of airtime. Automotive and
beverage ads totaled 4.5 minutes each. Theatrical releases only accounted for
about 1 minute and 45 seconds.

New advertisers to the 2007 Super Bowl include: Garmin,
Hewlett-Packard, Revlon, American Heart Association, Flomax, T-Mobile, Phillips
Van Heusen, Sales Genie, Big Brothers Big Sisters of America, Lions Gate
Entertainment and The Weinstein Co.