Press Releases

FOR IMMEDIATE RELEASE - January, 10, 1999

Franchising Wins Advertising Super Bowl

San Diego, CA. For the eleventh time in 12 years franchised businesses out spent their non-franchised counterparts to advertise at Super Bowl XXXIII, according to a survey just conducted by the American Association of Franchisees & Dealers (AAFD), a franchisee trade organization based in San Diego..

During 5? hours of Super Bowl coverage franchise companies ran a total of 72 commercial spots. By comparison, all non-franchised advertisements combined for a total of 66 commercial spots. The number is even more impressive when 38 promotional spots run by Fox TV Network on behalf of its scores of franchised affiliates are added to the total. The final score is 110 to 66; franchise companies win by a landslide.

"If one ever doubted the extraordinary market power of franchising, the ability of small businesses to gain national exposure during America's most watched program should settle the issue." commented AAFD Chairman, Robert Purvin. "When franchising works as advertised, the combined marketing clout of hundreds of small business persons sharing the same trademark can be an enormous advantage in both marketing and purchasing." In the purchasing area, the AAFD has recently launched a National Purchasing Cooperative to take advantage of the combined buying power if the Association's more than 5000 members.

Product franchises, as usual, dominated with 52 commercials from beer manufacturers (15), Soft Drinks (7), and Auto/Truck Manufacturers (16). Business format franchises were led by fast food businesses (14 spots). In the non-franchised segments, there were 12 Internet related commercials and 11 advertisements for movies. This is the first year Internet commercials were tracked.

The American Association of Franchisees and Dealers is the oldest and largest direct member non-profit trade association representing the interests of franchisees and independent dealer networks throughout the United States. Stressing market solutions and franchisee empowerment through independent franchisee associations, the AAFD has grown to represent more than 12,000 franchised businesses nationwide.

For more information, contact the AAFD at 800-733-9858, or visit our website.