WHICH ADVERTISERS SPEND THE MOST ON CABLE?

     The current issue of AD AGE examines advertising on cable.
The Top 10 companies that advertised on cable in '94, in ranking
order: Procter & Gamble, GM, AT&T, Philip Morris, Hasbro,
Kellogg, General Mills, Chrysler, MCI and Sears Roebuck.  The Top
10 brands advertised on cable in '94 in ranking order: AT&T long
distance, McDonald's, MCI long distance, Long John Silver's,
Sprint long-distance, Reebok men's footwear, Burger King,
American Express, Pringles potato chips, Little Caesars (AD AGE,
3/27 issue).
     OSCARS STILL CAN'T TOP THE SUPER BOWL:  The Oscars last
night are the second most expensive regularly scheduled event on
network TV after the Super Bowl, which at $1.1M per :30, is
"still tops."  The Super Bowl delivers "more viewers and is a
much more efficient buy in reaching people," and Nielsen
estimates for the '94 Super Bowl and Oscars telecasts reveal that
the $21.96 cost to "reach every thousand TV households via the
Oscars telecast is about a $1 per thousand more expensive than
the Super Bowl's CPM of $20.99."  The Oscars reach female viewers
better, but in order to reach men 18-49, the CPM for the Oscars
is more than twice that of past Super Bowls:  $74.56/minute vs.
$33.88 (Mandeses & Wallenstein, AD AGE, 3/27).