SPORTS PROGRAMMING LESS EFFICIENT FOR ADVERTISERS

     "Spiraling" TV sports rights fees are having an "impact on
the bottom lines of advertisers," according to the '94 TV Sports
Overview published by BJK&E Media Group.  The analysis finds that
sports are "no longer the most efficient way" to reach adult male
viewers.  Among weekend sports, prime time, early evening news
and late-night daypart costs, BJK&E found that sports was the
most efficient place to reach Men 18-49 and Men 25-54 in '89-90.
However by '93-94, only "prime time" was more expensive than
sports in reaching the same demographic groups.  BJK&E attributed
the change to escalating sports rights fees which nets have
passed on to advertisers.  The beneficiary of higher rights fees
"appears to be" basic cable.  While the number of hours watched
of national TV sports in the average household has increased 12%
in the past nine years, basic cable has increased its share 86%
(Joe Mandese, AD AGE, 11/7 issue).