A survey of 50 sports marketing executives at companies
which historically have contributed the most in terms of sports
sponsorship dollars finds that they are willing to spend more on
sports in '96 than they did this past year.
     The survey, conducted by Walke Communications for the 1996
National Sports Forum, finds:
     -- 44% said they will spend more on sports marketing in the
coming year, with 27% saying "significantly more."
     -- 36% plan to spend the same amount.
     -- 20% plan to budget less.
     -- Last year at this time, only 8% said they would spend
more on sports-related campaigns in '95, with 57% saying they did
not plan to spend as much.
     Full results of the survey will be released at the Forum,
held January 22-24 in Colorado Springs (THE DAILY).

     TODAY:  NHL attendance through December 12.
EAST  HOME   '95-96 YEAR-TO-DATE   '95 SEASON   +/- COMPARED TO
TEAM  DATES  AVG.    TOTAL   %CAP      AVG.      '93-94   '95
BOS^   15   17,436  261,533   99%    14,301       +21%    +18%
BUF    15   12,347  185,208   75%    15,053       -15%    -15%
FLA    18   12,275  220,942   85%    14,192       - 9%    -16%
HAR    15   11,798  176,963   75%    11,835       +14%    - 1%
MON    14   17,177  240,475  106%    16,964       + 2%    + 1%
NJD    16   15,202  243,235   80%    16,379       +11%    - 8%
NYI    14   11,080  155,124   68%    12,574       - 4%    -13%
NYR    16   18,200  291,200  100%    18,200       + 2%     n/c
OTT    12    9,043  108,520   85%     9,879       -14%    - 9%
PHL    17   17,308  294,233  100%    17,129       + 1%    + 1%
PIT    13   16,328  212,287   95%    16,108       - 3%    + 1%
TAM    17   17,196  292,327   61%    19,993       -20%    -16%
WAS    13   13,241  172,132   73%    14,159       - 6%    - 7%
WEST  HOME   '95-96 YEAR-TO-DATE   '95 SEASON   +/- COMPARED TO
TEAM  DATES  AVG.    TOTAL   %CAP      AVG.      '93-94   '95
ANH    14   17,118  239,649  100%    17,174       + 3%    - 1%
CAL    12   18,015  216,178   89%    19,036       - 5%    - 6%
CHI    13   18,573  241,445   91%    20,883       + 7%    -12%
COL^   13   15,923  207,000   99%    14,398       + 9%    +10%
DAL    13   15,249  198,234   90%    16,729       - 7%    - 9%
DET    12   19,823  237,878  103%    19,780       + 1%    + 1%
EDM    13   11,268  146,503   66%    13,124       -11%    -16%
LAK    15   13,846  207,692   87%    15,398       -12%    -11%
STL    16   17,445  279,125   91%    19,470       + 1%    -12%
SJS    17   17,190  292,230  100%    17,190       + 2%     n/c
TOR    15   15,703  235,545  100%    15,744       - 1%    - 1%
VAN^   12   17,554  210,647   95%    13,920       +16%    +21%
WIN    17    9,901  168,312   64%    13,013       -35%    -31%
     NOTES:  Boston, Colorado and Vancouver are playing to larger
capacities in new buildings this year.  The '93-94 averages are
as of this point during the season.  The '95 averages are for the
season as a whole.  Overall, the league is averaging 15,211 per
game and is playing to 87% capacity.  At this time in '93-94, the
NHL's last full season, the league was averaging 15,322 and
playing to 90% capacity.