SBD/3/Sports Media

THE NHL ON FOX PREMIERES WITH PLENTY OF ADVERTISERS

     Yesterday's premiere of the NHL on Fox received a 2.5 rating
and a 6 share in Nielsen overnights, according to Fox Sports
spokesperson Vince Wladika.  Wladika noted that their 2.5 is up
47% from ABC's premiere telecast on March 27, 1994.  ABC received
a 1.7 rating a 4 share.  The three top markets for Fox yesterday
were Detroit with a 6.0/13; St. Louis with 5.7/18; and Boston
with 5.0/13 (THE DAILY).  In New York, Phil Mushnick notes that
the best feature was the camera angles on power plays -- "low and
from directly above and behind the short-handed team's goalie"
(N.Y. POST, 4/3).  In Atlanta, Prentis Rogers writes the "much-
hyped" FoxBots, animated robots appearing after goals, "were not
nearly as impressive as those live, low-angle, rink-level views
from behind the goalie" (ATLANTA CONSTITUTION, 4/3).  In Boston,
Jack Craig notes "telltale" signs of Fox's strength with its
affiliates is the fact it obtained clearance from 95% to air the
NHL.  When CBS and NBC covered the NHL in the '70s, the networks
had to "hustle" to reach 80% (BOSTON GLOBE, 4/2).
     AD MONITOR:  According to a survey by THE SPORTS BUSINESS
DAILY, 97 ads ran during the Bruins/Capitals game. During game
action, play was stopped eight times in the 1st period for
commercials, seven in the 2nd period, and five times in the 3rd.
Listed as official sponsors on the telecast: Network MCI, Bud
Ice, Pizza Hut, The New Dodge, Michelin, Pringles, Sharp, and
Mennen.  Ads for Budweiser ran seven times, with a heavy emphasis
on the Bud Ice -- "Proudest Sponsor of the Coolest Game on
Earth."  Pizza Hut ran nine spots, including the Donald/Ivana
Trump ad, Howie Long in Fox gear pushing Pizza Hut, and the
Dennis Rodman and David Robinson ad for the stuffed-cheese crust.
The New Dodge ran seven spots while its sister car, Eagle, ran
two spots.  Other notables: Michelin (4), MCI (4), Mennen (4),
Lexus (4), Texaco (3), the following all ran two: Exxon, MTD Yard
Mach, Coors, Wendy's, Napa, American Express, Lotrimin, Mobil,
U.S. Army, Discover, STP, Nike/Cam Neely ad, Midas and Pringles.
The following brand/companies ran one spot:  Busch, Fisher Nuts,
Sharp, Bold Plus, Head & Shoulders, Int'l Paper, Pert Plus, Geico
and NHL/Nike (THE DAILY).
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