SATURN RINGS IN BIGGEST PERCENTAGE OF GM OLYMPIC AD TIME

     General Motors has given a majority of its $50M in NBC
Olympic media to its Saturn unit as a platform on which to unveil
its '97 models and take national its pitch of "friendly, folksy"
dealers as used car salesmen, according to BRANDWEEK.  Though
Saturn sells less than 6% of GM vehicles, it will get 30% of GM's
Olympic ad time to break the bulk of its '97 model year ads, and
a national blitz for its certified used car program, the first
time a used car ad will appear on network TV.  Saturn's buy will
outpace the other GM divisions, and possibly Nissan, with 40
slots, according to Saturn officials.  BMW will have 40-plus
spots across the broadcasts.  A GM rep said they matched each
division with sports that reinforce respective brand identities,
and ad time was divided by pairing viewer demos with targeted
buyers.  Saturn was seen as having the most to gain from Olympic
ads (Steve Gelsi, BRANDWEEK, 5/13 issue).