SBD/28/Sports Media


     NBC has sold a "record" $600M in advertising for its
coverage of the '96 Games in Atlanta -- a 20% increase over the
$500M sold for the '92 Barcelona Games -- according to Kevin
Goldman in today's WALL STREET JOURNAL.  But, NBC execs "are
making no predications about the profitability of the 1996
Games."  The network attributes the "boom in advertising demand"
to "an improved advertising economy and the fact that the Games
are being staged on the East Coast of the U.S."  Jerome Dominus,
Dir of National Broadcasting at J. Walter Thompson:  "The
Olympics are being pulled along with the rest of the increased
spending in all elements of national broadcasting."  NBC still
has some unsold time and "many sponsors are buying product-
category exclusivity not only on the network but also on NBC's
six owned-and operated television stations" (WALL STREET JOURNAL,
6/28).  According to this week's BROADCASTING & CABLE, NBC thinks
it "can hit $650M in gross ad sales."  After the network reaches
$615M, ACOG receives half the gross (Steve McClellan, B&C, 6/26).
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