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NETWORKS ENTER A HOT MARKETPLACE FOR GOLF IN '95
Published October 24, 1994
"NBC, ABC and CBS will soon begin a major push top sell commercial time for their respective telecasts of the 1995 PGA Tour, and all indications point to a robust golf marketplace for the Big Three," according to a report in the latest issue of INSIDE MEDIA. A surge in spending from equipment and apparel manufacturers "will again help drive the market," with equipment sponsors likely to spend even more in '95 than they did in '94. But sports media buyers also say the nets expect a "heavy infusion of bucks" from computer companies. With demand so strong, some ad execs expect network rates to open 10-20% higher than last year. Notes one longtime sports media buyer: "Not bad for a f---ing three-rated sport." Kathleen Brookbanks, Exec Media Dir for Ogilvy & Mather/Chicago, which buys for Wilson Golf, notes the golf market usually moves in mid-November, but says, "NBC is trying to make the market move earlier than usual." Whether CBS follows NBC's pace "remains to be seen." CBS VP of Sports Sales Michael Guariglia expects a strong '95, but adds: "We haven't entered the marketplace yet" (Langdon Brockington, INSIDE MEDIA, 10/19-11/1 issue).