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CIBA Super Spot Targets Women

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CIBA Vision will air its first Super Bowl spot during the first quarter of Fox's Feb. 6 telecast. The ad, which targets women and touts the new 02optix contact lens, shows members of the opposite sex exchanging playful glances. Grey in New York is CIBA's lead agency. The client spends about $35 million annually on ads, per Nielsen Monitor-Plus. CIBA said the media buy makes sense since women comprised nearly half of the 89 million viewers who tuned in to the Super Bowl last year.