Sports Media

NIELSEN HAS THEIR NUMBER: MLB SIGNS TV RESEARCH DEAL

9.24.1996

     MLB has signed a five-year deal with Nielsen Media Research
to include access to a full range of national and local market TV
audience information.  Nielsen's Sports Marketing Service will
provide MLB with customized marketing data on a league and team
basis, on broadcast and cable, across Nielsen's national and
local services.  Analysis will include audience distribution and
demographic profiles, efficiency comparisons, Hispanic
viewership, five-year ratings trends and post-season reports.
Greg Murphy, CEO of MLB Enterprises, said the "data and
analytical support will help improve the quality of our business
and marketing decisions."  Since its launch in February '95,
Nielsen Sports has inked deals with the NBA, NFL, NHL, PGA Tour,
NCAA, NASCAR, IndyCar and now MLB (Nielsen Media Research).

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