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SBD/11/Sponsorships Advertising Marketing
SPORTS PROGRAMMING LESS EFFICIENT FOR ADVERTISERS
Published November 11, 1994
"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).