SBD/12/Sponsorships Advertising Marketing

LIQUOR ADS HIT THE AIRWAVES ON NBC AFFILIATE

     A Seagrams ad promoting its Crown Royal label has begun
airing on NBC affiliate KRIS-TV in Corpus Christi, TX, but all
three networks say they will continue to refuse liquor ads,
according to the WALL STREET JOURNAL.  The networks "quickly
pointed out," however, they can't control the practices of
affiliates they don't own.  The liquor industry was "sharply
split" over the Seagrams ad.  Execs are concerned Seagram moved
before the industry had time to reach a coordinated stand on the
sensitive issue of TV ads.  One media exec, on where the liquor
spots might run:  "The brandies are looking at A&E Networks,
Crown Royal and the mass brown goods are looking at ESPN, all the
scotches are looking at golf on broadcast and cable.  And premium
white spirits, gins and vodkas will look at tennis and the
Academy Awards" (Beatty & Ono, WALL STREET JOURNAL, 6/12).
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ESPN, NBC, Walt Disney

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