Medialink, New York, which specializes in VNRs and other related corporate communications productions worldwide, ranked its top VNRs for last year. Its in-house monitoring division based its list on the top 20 releases according to audience reach and the number of stations that ran spots.
1. Superman: The Escape, produced by and for Six Flags Magic Mountain to unveil its new theme ride. The video reached more than 123 million through 575 station airings during 1997. It was also accessed more than 5,000 times on the Internet at http://www.newstream.com.
2. Pepsi Cola 1997 Super Bowl Advertising, produced by Robert Chang Productions for Pepsi Cola. It claimed an audience of more than 102 million through 321 station airings.
3. Burger King "Free Fry Day," produced by Medialink and Bratskeir & Company, New York, for Burger King Corp. The promotion introduced the largest one-day product give-away in fast-food history. The VNR aired 680 times.
4. Nasal Spray Influenza Vaccine to release the clinical trial results of a nasal spray flu vaccine developed by Aviron. It was produced by Fleishman-Hillard, Inc., New York, and netted an audience of more than 96 million.
5. Pizza Hut Gorbachev Commercial, produced for Tricon Global Restaurants by Robert Chang Productions. Its audience span was more than 95 million through 408 station airings.
6. United Parcel Service response to the Teamsters' strike, produced by UPS. Its viewership was more than 94 million through 284 station airings.
7. Neiman Marcus Christmas Catalog 1997, produced for Neiman Marcus by Phillips Productions, with an audience of more than 91 million through 553 station airings.
8. FDA Approval of Meridia, a treatment for obesity. Produced by Fleishman-Hillard, Inc., New York, on behalf of Knoll Pharmaceutical Company. The audience was more than 86 million via 1102 station airings.
9. Deep Blue Challenge - Rematch, produced by TSI for IBM, with an audience of more than 82 million through 215 station airings. The VNR spotlighted the rematch between chess master Garry Kasparov and IBM's Deep Blue.
10. MacWorld-Boston Keynote Speech, produced by Apple Computer and featuring Apple co-founder Steve Jobs. The piece's audience slice was more than 71 million.
11. First of its Kind Treatment for Snoring, produced by Gordon Productions and Schwartz Communications for Somnus Medical Technologies. The audience consisted of more than 64 million people.
12. New Burger King French Fries, produced by Medialink and Bratskeir & Company, New York, on behalf of Burger King Corp. Debuting the fast food chain's new french fry introduction with a Free FryDay promotional tease. Viewership was more than 62 million.
13. Employee Celebration, featuring the announcement of Tiger Woods as new spokesman for the American Express Card and produced by Medialink for the American Express Company. The audience segment was more than 50 million through 495 station airings.
14. Baked Lays Potato Chips at the Fashion Cafe, featuring Miss Piggy and supermodels Kathy Ireland, Vendela, Antontio Sabato, Jr. and Miss Piggy, it was created by Robert Chang Productions for Frito Lay and viewed by more than 46 million.
15. General Mills Announcement, produced for General Mills, it reached an audience of more than 43 million through 417 station airings. It highlighted the USDA's landmark announcement permitting yogurt to be credited as a meat alternative.
16. Playskool Introduces Anti-Bacterial Toys, produced by Fleishman-Hillard, Inc., New York, for Playskool. It claimed an audience of more than 42 million viewers.
17. Share a Smile Becky, produced by Edelman Public Relations for Toys 'R Us. Netting an audience of more than 42 million, there were 335 station which aired it.
18. Shaq "Taco Neck Syndrome," featured the making of a Taco Bell commercial with Shaquille O'Neal. It was produced by Robert Chang Productions for Taco Bell and reached an audience of more than 41 million through 221 station airings.
19. First Flight of the F-22 Raptor Fighter Plane, produced by Medialink for Lockheed Martin with an audience of more than 41 million through 316 station airings.
20. Passive Smoke and Women, produced by and for the American Heart Association. The VNR detailed a study which found that steady exposure to second-hand smoke among women nearly doubles their risk of having a heart attack. Viewers consisted of more than 38 million people. (Medialink, 212/682-8300)