Large viewership for baking spot

by Eric Schroeder
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RIDGWAY, COLO. — Less than a month after release, public service announcements produced by the Grain Foods Foundation have been viewed by an audience approaching 3 million, an executive from the foundation‘s public relations agency said this week. The television spot features Susie Castillo, an announcer on MTV and a past winner of the Miss USA competition. As of Jan. 25, the video spots have had 288 airings, reaching 2,920,719 viewers in markets that include Los Angeles; Charlotte, N.C.; Nashville, Tenn.; New Orleans; Portland, Maine; and Sarasota, Fla. Baking companies that advertise their products are being encouraged by the foundation to leverage their advertising relationships with local television stations and solicit airings of the spots, which was produced in cooperation with the March of Dimes. The P.S.A. release was timed to coincide with Birth Defects Prevention Month in January. In the 15- and 30-second spots, Ms. Castillo encourages young women to eat foods rich in folic acid, including bread.

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