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SPORTS MARKETING WILL HIT $3.5B IN '96 WITH MARQUEE EVENTS
Published December 8, 1995
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).