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by Mike Ozanian, Forbes Staff
How Michael Jackson Saved The Super Bowl
It wasn’t the competition on the gridiron that turned the Super Bowl
into the world’s most valuable sporting event brand.
It was competition for the game’s halftime television audience.
The NFL had been doing something special for the Super Bowl’s
halftime show since its first contest in 1967.
The game plan was working fine as viewership and advertising
rates kept increasing. But in 1992 Fox boss Rupert Murdoch
spotted a weakness:
the Super Bowl’s halftime acts weren’t hip.
Some decent names performed. But not the really big ones.
People stopped watching. Especially the young, hip audiences
advertisers crave.
Fox, which had not yet become a partner of the NFL, saw a way
to score: During the 1992 game, when Gloria Estefan was
performing,
Fox had its popular show In Living Color do a live Super Bowl spoof,
complete with a game clock so viewers could see when the second
half of the Super Bowl was going to start and switch back to CBS.
The episode of In Living Color was a huge hit. Ratings for the second
half of the Super Bowl crashed 10 points.
Makes sense. If you are twentysomething and have had a couple
of beers, would you rather see a show produced by Rosie Perez
with Keenan and Ivory Wayans and Jim Carrey, or Estefan?
The NFL learned this lesson: Don’t skimp on your most-prized asset.
Enter Michael Jackson for the Super Bowl’s 1993 halftime show on NBC.
The biggest act on the planet for the biggest game.
The Super Bowl’s ratings increased 8.6% over the previous year,
and just as important, NBC kept its audience during halftime as well
as the game’s second half. Last year’s halftime show with Madonna
generated a higher rating than the game.
MJ had scored the Super Bowl’s biggest touchdown
and the NFL, which brings us Beyonce today, has never looked back.
http://www.forbes.com/sites/mi…son-saved-the-super-bowl/
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