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SBD/22/Sponsorships Advertising Marketing
"ET" EXAMINES SPONSORS' REACTIONS TO REPLACEMENT BALL
Published March 22, 1995
On last night's "Entertainment Tonight," John Tesh reported that baseball advertisers "are laying off the sport like an in- the-dirt screwball." David Anaucci, Account Supervisor for the Tri-State GMC Dealers, said his company spent more than $1M on baseball advertising in the NYC area, but will not spend any money this year: "It becomes a credibility issue." Tesh said Gillette, a national sponsor since '39, is "watching with a wait and see attitude." Michael Nadelberg, VP of Marketing for Gillette: "Our goal is to bring the Gillette message to as many people as possible. If that is an empty viewership, it does not help us accomplish our goals." According to Michael Jacobsen, Editor of SPORTING GOODS DEALER, baseball apparel sales dropped from $3B a year before the strike to $2B this year. Dodgers announcer Vin Scully: "Even if the attendance is off 80 percent. And even if commercials on radio and television is off, the industry will make some money, and it will survive" ("Entertainment Tonight," 3/21).