Price increases for the NFL ad marketplace are "much more
modest" than last year, "ranging from flat rates versus a year
ago" to increases of around 10%, according to Langdon Brockinton
of INSIDE MEDIA. Fox is getting a 5-9% increase on a cost-per-
minute basis, and while few buyers report they have cut "flat-
rate" deals with NBC, the network is reportedly getting "low-to-
high single digit percentage increases." ABC's "Monday Night
Football" is getting increases up to 10%. Although sales have
recently been "accelerating," the '96-97 football ad marketplace
was moving "less quickly" than last season's. But ABC now has
sold over 90% of its ad time, and NBC more than 70%. It is
"unclear" how much Fox has sold. One reason for slower sales is
the "crowded" fall marketplace, including full coverage of MLB
playoffs. To "entice" MLB sales, Fox and NBC are offering
advertisers breaks on NFL pricing if they package the two sports.
But some buyers are waiting, hoping to buy MLB spots "more
cheaply in October." INSIDE MEDIA's Brockinton notes an
"ominous" sign for MLB is that NBC "apparently fell a few spots
short of selling out" the All-Star Game. But overall, one agency
buyer puts the NFL as a "strong, but negotiable" marketplace.
Among the deal: Mitsubishi and Chrysler are close to renewing a
deal with Fox while Honda and Toyota have each renewed NFL
purchases on Fox. 7-Eleven is in talks on a Fox NFL package and
Dr Pepper has renewed buys on ABC, NBC, and Fox, including the
AFC and NFC Championship games (INSIDE MEDIA, 7/17 issue).
