Press Releases

FOR IMMEDIATE RELEASE - February, 1, 2001

Advertising Super Bowl XIV: A Testament to the Power of Franchising

San Diego, CA. The American Association of Franchisees & Dealers (AAFD) has released the tabulations for the fourteenth Advertising Super Bowl. For the 13th year since the survey was first conducted, franchised businesses purchased more advertising spots than non-franchised enterprises, this time a margin of 84 commercial spots to 64 for enterprises not engaged in some form of franchising.

Although the primary purpose of the AAFD's survey is to illustrate the significant marketing muscle of companies that engage in franchising, an equally big story this year was the evaporation of the dot-com advertising that made a major splash last year. Last year 21 dot-com companies aired 36 commercials, up from just 6 the year before. This year the number was reduced to just 11 spots from 4 companies.

Said AAFD Chairman, Robert Purvin; "Last year we were signaling a 'serious challenge' to franchisors from Internet companies. It is apparent that, for now at least, the challenge has disappeared-franchising remains the marketing king."

This was the 13th time in the 14 years of tracking that franchising ads out numbered spots run by companies that do not engage in franchising. The strength of franchising is further demonstrated when the numbers are broken down. Included in the franchising totals were 30 promotional spots by the CBS Television Network which has franchised affiliates. However, even without CBS's promotional spots, 24 different franchisors paid a reported record $2.4 million dollar average price for 48 thirty-second spots. This total exceeded the number of spots run by the next three largest industry segments combined, investment firms (15 spots), followed by manufacturers (14) and dot-com companies (11).

Of the 84 franchised related ads, product franchises like automobile manufacturers (17 spots) and beverage companies (18 spots) continue to dominate over business format franchises like fast food and other retail businesses (just 8 spots). Budweiser ran the most ads for one company (10), although this total was half of the previous year.

152 total advertisements aired during the game, including 4 public service (anti-smoking and drugs) spots. This is two fewer than last year, but up more than 50% from 1999. Pre-game ads were not considered, although franchisors dominated the pre-game as well, with Radio Shack, Pontiac and Blockbuster taking major sponsorships, along with E-Trade (half time show) and Zales Jewelers.

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.