Path: bloom-picayune.mit.edu!snorkelwacker.mit.edu!news.media.mit.edu!americast.com!usa-post Newsgroups: usa-today.ads From: usa-post@AmeriCast.Com Organization: American Cybercasting Approved: usa-post@AmeriCast.com Subject: ads Fri, Apr 10 1992 Date: Fri, 10 Apr 92 05:43:42 EDT Message-ID: 04-10 0000 DECISIONLINE: Advertising USA TODAY Update April 10-12, 1992 Source: USA TODAY:Gannett National Information Network MCDONALD'S ADS BEGIN SUNDAY: A new McDonald's ad campaign is set to break Sunday with the theme "Getting what they want at McDonald's today." The ads will feature celebrities including Olympic gold medalist Bonnie Blair, comic Howie Mandel, actor Ricardo Montalban, country singer Dwight Yoakam, gospel singers BeBe and CeCe Winans and Captain Kangaroo (Bob Keeshan). THREE AGENCIES MAKE ADS: A new campaign shows how celebrities experience McDonald's in their own lives. Bonnie Blair stops by McDonald's with her mom after a run in the park. Dwight Yoakam enjoys breakfast from McDonald's at his ranch. Ricardo Montalban is featured in a Spanish-language spot. Ad agencies Leo Burnett, Burrell Advertising and Castor Advertising created ads for the campaign. HIGHLAND GOES WITH LOIS:USA: Highland Superstores Inc. said Thursday it has named Chicago-based LOIS:USA advertising agency its agency of record, effective immediately. LOIS:USA will be primarily responsible for the creative, development and production of Highland's broadcast advertising. LOIS:USA posts billings in excess of $200 million annually. STONE TO PRODUCE TV SERIES: Oliver Stone will be executive producer of "Wild Palms." ABC is calling it an "event series." It will broadcast weekly probably this fall. The six-hour series is based on a Details magazine comic strip by Bruce Wagner. The story revolves around a TV executive seduced by success and by the mind-bending possibilities of virtual reality technology. AD LIMITS BEING FOLLOWED: A Federal Communications Commission survey of 141 TV stations and 27 cables systems shows that the majority of stations are complying with the new children's programming commercial limits. At least 95% of the one-hour segments clearly complied with the regulations that limit total ad time to 10 1:2 minutes per hour on weekends and 12 minutes on weekdays. OUT-OF-HOME VIEWING STUDIED: ABC, CBS and NBC are jointly funding a Nielsen-conducted research project that will document out-of-home viewing throughout the day, Broadcasting reports. The survey will be based on a randomly-selected sample of 3,500 viewers nationwide. Viewers will complete a one-week diary of their viewing both inside and outside of the home. The results will come out next February. AGENCIES UNSURE OF RESPONSE: An out-of-home television viewing measurement could eventually come out on a quarterly basis, says National Television Association President Peter Chrisanthopoulos in Broadcast. He says about 20 million viewers a week are out-of-home viewers. Some ad agencies say they are not sure if they will accept the information as part of the verified audience. LOCAL RADIO AD NUMBERS UP: Final figures from February show that local radio advertising rose 4%, as compared to the same month a year ago, according to the Radio Advertising Bureau. Network revenue dropped 4.4%. Year-to-date figures show local revenue up 2.6% and national down 11.3%, for a combined drop of 0.3%. `INFATUATION' SELLING FOR GENESIS: Genesis Entertainment's new syndicated show "Infatuation" has been sold in 64 markets, representing 60% of the USA. The half-hour game show will be hosted by Bob Eubanks. Genesis has planned to produce 26 weeks of the show. `CONAN' SELLS IN 70% OF USA: Chaster Television's weekly animated adventure "Conan the Adventurer" has been sold in 59 markets, including 19 of the top 20. That represents 70% of the U.S. TV market. Stations in New York (WPIX), Los Angeles (KCOP), Chicago (WPWR), Philadelphia (WTXF), San Francisco (KBHX), Boston (WLVI), Washington (WDCA), Dallas (KTXA) and Detroit (WXON) have signed to air the series. IBM TO EMPHASIZE PRINT ADS: IBM will shift more of its ad dollars this year to magazines and newspapers and spend less on television, Advertising Age reports. IBM spent $49.6 million in media last year, including $15.9 million in magazines and $18 million in network TV, according to LNA:Arbitron Multi-Media Service. WYNTOR TO HOST RADIO SHOW: Al Wyntor will host a three hour live radio show beginning Saturday. Called Saturday Night Party, it will be broadcasted throughout the USA via satellite. It is being produced by Emerald Entertainment. Wyntor replaces Gerry House, who had hosted the show for 2 1:2 years. Advertising Editor: Ed Kelleher. (1-919-855-3491) Making copies of USA TODAY Update (Copyright, 1992) for further distribution violates federal law. This article is copyright 1992 Gannett News Service. Redistribution to other sites is not permitted except by arrangement with American Cybercasting Corporation. For more information, send-email to usa@AmeriCast.COM