When it comes to TV viewership, "other sports just can't
compete" with the NFL, according to an analysis of the sport in
the current ADWEEK. Glenn Macnow writes, "The game practically
sells itself. The product is so good, the demographics so
strong, that the best way to broadcast the NFL is just to turn on
the cameras and stay out of the way." Weeks before the NFL
selling season opens, sources from the five nets that carry the
league predict ad rates 15-20% above '94. Factors cited:
Increased competition among advertisers, last year's high
ratings, Fox's "strengthening" in many markets, and residual
effects of the baseball strike. Fox President of Sales Jon
Nesvig: "It could be the best market since 1975-76." Sources
say TNT has raised rates about 20%, putting the cost of a 30-
second spot on the smallest network carrying the NFL at around
$75,000. Fox looks to benefit from last year's "wait-and-see"
strategy, which allowed sponsors to sign on for one year rather
than the usual four-year deals. Given the market, one media
buyer predicted Fox "will now go after people hammer and tong."
Fox typically charged $110,000 per 30-second last year. The '95
season should also be "profitable" for NBC, which has rights to
Super Bowl XXX as well as the L.A. market to itself with the Rams
gone (ADWEEK, 6/12 issue).
