Focus on the Family to Run Pro-Life Ad During Tim Tebow Broncos Games

State   |   Steven Ertelt   |   Aug 11, 2010   |   9:00AM   |   WASHINGTON, DC

Focus on the Family to Run Pro-Life Ad During Tim Tebow Broncos Games

by Steven Ertelt Editor
August 11
, 2010

Denver, CO ( — Focus on the Family generated significant buzz with a pro-life Super Bowl commercial that featured college football star Tim Tebow and his mother encouraging a respect for life. The commercial was a smashing success and now the pro-life group is building on it with ads during Denver Broncos football games.

The ad was seen by tens of millions of people, prompted millions to visit the Focus on the Family web site, and was the most talked-about commercial in advance of the big game.

With the Broncos signing the pro-life football luminary as their quarterback of the future, Focus on the Family is playing off the buzz the Tebow signing has generated in Colorado with a new set of ads.

The Colorado Springs-based ministry told the Denver Post it received a good deal from Colorado CBS affiliates that air the preseason and in-season Broncos games on television. The new commercial will be shown on more than a dozen games during the football year.

Focus vice president Gary Schneeberger told the Post, "We saw from our Super Bowl advertising experience that, for a family-help organization like ours, football is a perfect place to advertise. The Broncos are a real family tradition here on the Front Range."

"When he was drafted by the Broncos, we were thrilled," Schneeberger added. "We had a great experience working with him and his family on the Super Bowl ad. We know what he stands for. We like the guy."

Schneeberger wouldn’t talk about the new ads except to say Tebow would not be featured in them, but they would still have a pro-life and pro-family theme to them.

"They’re not political ads. They’re not religious ads," Schneeberger told the Post. "They will make people aware of the services Focus offers to help families thrive. They will make statements on social values and touch on the sanctity of life, but it would be a leap to say the ads will address family issues from a controversial standpoint."

In the Super Bowl commercial, Tebow’s mother Pam shares a brief version of the story that saw her reject a doctor’s advice to have an abortion in order to give birth to Tebow after a crisis pregnancy.

"I call him my miracle baby. He almost didn’t make it into this world. I can remember so many times when I almost lost him. It was so hard. Well he’s all grown up now, and I still worry about his health. You know, with all our family’s been through, you have to be tough," she says.

Pam Tebow was taking heavy medication after suffering from dysentery during a missions trip to the Philippines.

Tebow refused the abortion suggestion and Tebow went on to become the Heisman Trophy-winning quarterback who led the Florida Gators to become the NCAA college football national champions.

A followup poll conducted by Barna Group, a Christian research firm, found 43% said they had seen the Tebow commercial and 9 percent were able to recall the spot without prompting.

With the high level of viewership of the Super Bowl, (a record 106 million Americans watched it) that means 27% of all Americans, excluding those who may have watched the commercial online after the game, watched the pro-life commercial.

Revealing the potential impact of the ad, 25 percent of all Americans who say abortion should be legal in all or most cases viewed the commercial. Some 30 percent of pro-life Americans who think all or most abortions should be illegal also watched the ad.

The polling found that the pro-life commercial made a huge impact on the nation as 62 percent of Super Bowl watchers said they were aware of the ad, and the story of Pam Tebow’s decision not to have an abortion, before the game.

A majority of ad viewers also understood the message of the ad with 38 percent of watchers saying it was meant to oppose abortion and 19 percent saying it was celebrating family. Another 9 percent said the ad reminded viewers that miracles happen, and 2 percent said the ad was meant to support Focus on the Family.

In total, 68 percent of ad viewers understood the ad’s message or came up with a related theme that fit in with the point of the Tebow commercial.

Also, half of those polled who watched the ad correctly said it was intended to influence their views on abortion.

The ad appeared to have a significant impact with 4 percent of those viewing saying it caused them to reconsider their opinions on abortion.

Related web sites:
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