SBD/8/Sports Media

SPORTS MARKETING WILL HIT $3.5B IN '96 WITH MARQUEE EVENTS

     Marketers will spend $3.5B to advertise during sporting
events next year, up 27% from 1995, according to Robert Coen,
longtime forecaster for McCann-Erickson.  USA TODAY's Wells &
Enrico note the lure of events such as the Olympics and World
Series, along with more "diverse" sports, have some companies
looking to spend big in '96.  Tony Ponturo, VP/Corporate and
Media Sports Marketing for Anheuser-Busch, notes male beer
drinkers age 21-34 are 50-100 times more likely to watch sports
on TV, and that A-B has "got to be there."  For January, PepsiCo
has already committed up to $20M of Super Bowl ad time, where
some spots run for $2.2M per minute.  NBC had reportedly booked
more than $650M in ad sales for the Atlanta Games, with Coca-
Cola, McDonald's and GM expected to spend more than $100M each on
Olympic sponsorships, TV ad time and on-site promos.  One plus
with a sports campaign is that it can "help smaller companies
look like big-time players relatively cheaply" -- as Master Lock
spent close to $3M on ads, with about half toward one Super Bowl
spot.  But risks include getting lost in a "cluttered"
marketplace.  Of those who prefer the "saturation approach," A-B
and McDonald's are among the few planning to buy on both the
Super Bowl and the Olympics, with plans to link the events in ads
(USA TODAY, 12/8).
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Related Topics:

Anheuser Busch, McDonalds, NBC, PepsiCo, Media

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