CHECKING IN ON NBC'S PRE-'96 AD SALES

     IBM is "closing in on a deal" to buy ad time on NBC's
coverage of the '96 Games, and Olympic sales at NBC's O&Os "are
going strong as well.  However, AT&T missed an opportunity to
fend off attack ads in the long-distance and telecommunications
field on the O&Os when it let a recent deadline pass to make an
exclusive buy in the category."  The buy would have been $25M.
AT&T Media and Production Services Dir Mike Neavill cited the
cost and timing (the Games are still 18 months away) as the main
considerations (Brockington & Ross, COWLES BUSINESS MEDIA,
11/24).