Oscar rules as king of marketing events

Mandese, Joe; Welner, Mark
March 1999
Advertising Age;3/8/1999, Vol. 70 Issue 10, p26
Trade Publication
This article presents the Spindex scores of major marketing events in the U.S. for March 1999. Spindex scores are an index of editorial coverage by major media outlets in five categories: network television, daily newspapers, newsweekly magazines, wire services and trade magazines. With only four print media articles generating 5,236 words of copy among the Spindex sample of influential media outlets, minority media was relegated to minority status and a Spindex score of only 43. By comparison, Oscar advertising scored a Spindex of 697 and attracted the attention of 84 new stories for a total of 58,179 words of copy and 3 minutes of network television news time. Another marketing-related awards show--CBS' Grammy telecast--ranked fourth with a Spindex of 239.


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