The following is Nielsen Sports Marketing Service's spotlight series on sponsorships for '96. The first chart shows the Top 20 sports advertisers in total expenditures from January-December '96, followed by the Top 10 national estimated expenditures by sport for the same period.
TOP 20 LEADING SPORTS ADVERTISERS ($000) |
COMPANY | TOTAL | | COMPANY | TOTAL |
Anheuser-Busch | 164538.4 | Chrysler/Plymouth | 65290.8 |
Chevrolet | 132356.1 | MCI | 63016.3 |
McDonald's | 122102.3 | Dodge | 59605.9 |
Miller | 99003.7 | IBM Corp. | 59078.5 |
Ford Motor Co. | 97142.7 | Honda | 55140.2 |
Visa | 91131.3 | Procter & Gamble | 53755.8 |
AT&T Co. | 81247.5 | Toyota | 51174.8 |
Coca-Cola | 74264.5 | McNeil | 50922.6 |
Nike | 69663.6 | Oldsmobile | 45052.4 |
Nissan | 67185.6 | Reebok Int'l | 42535.2 |
TOP 10 NATIONAL ESTIMATED EXPENDITURES BY SPORT ($000) |
| TOTAL | CABLE | NET | SYN |
NFL | 1147029.3 | 53448.1 | 1093581.2 | 0 |
Olympics | 692645.1 | 2151.4 | 690493.7 | 0 |
NBA | 451512.1 | 90160.3 | 361351.8 | 0 |
Sports Commentary | 388983.1 | 171276.2 | 217665.3 | 41.6 |
College Basketball | 362173.8 | 70145 | 282028.8 | 0 |
MLB | 344309.3 | 52036 | 292273.3 | 0 |
College Football | 293463.1 | 75790.4 | 217672.7 | 0 |
Pro Golf | 281160.7 | 35139.5 | 246021.2 | 0 |
Motor Sports | 203926.9 | 152432.5 | 51494.4 | 0 |
NHL | 96570.2 | 51436.1 | 45134.1 | 0 |