FX and Fox Sports Net (FSN) "may face a long rookie
campaign in the advertising marketplace during 1997,"
according to Mike Reynolds in MEDIAWEEK. One cable buyer:
"[T]here hasn't been any big rush among many national
advertisers to get involved with baseball. The game's demos
skew old." Reynolds writes that "some sources say that FX
and Fox Sports Net -- which are said to be projecting
nationalized ratings of 0.6 and 0.8, respectively -- may
have written business at $4.50 to $5 household CPMs. Others
say deals are in the $5.75 to $7 range." FX Senior VP/Ad
Sales Randy Freer "declines to talk price or ratings,"
adding that "the long-term plan for us is to create a point
of differentiation. We're not going to hurt our long-term
plans for some short-term gains." Reynolds reports that
ESPN and TBS sales stats "appear to be strong," as "buyers
say that ESPN has sold out its second-quarter inventory."
One "knowledgeable source" says ESPN baseball buys "ranged
from $6.75 to $11 CPMs on households." Many agency execs
"estimate that ESPN wrote a number of baseball deals at
$8.50 to $9.50 CPMs on households" (MEDIAWEEK, 4/14 issue).
NEWS & NOTES: Lifetime's new division, Lifetime
Sports, is profiled in BROADCASTING & CABLE. In addition to
their WNBA coverage, Lifetime officials say they "intend to
add other women's sports, both professional and amateur,
including soccer and Olympic sports." Lifetime President
Doug McCormick: "Our viewers are going to have to choose
whether to watch our sports programming or change the
channel. To be frank, we might have to suffer some short-
term hits in the ratings." McCormick says programming costs
"are keeping Lifetime from professional tennis and golf,"
but officials from both sports "have approached the network
about early-round tournament coverage." McCormick adds that
a weekly half-hour show devoted to women's sports "may be in
the works" (BROADCASTING & CABLE, 4/14 issue)....Liberty
Media Corp. President/CEO Robert Bennett was interviewed in
the latest BROADCASTING & CABLE. Bennett, on reports of
Liberty selling its sports programming interests: "We are
not walking around with a for-sale sign on our sports
businesses" (BROADCASTING & CABLE, 4/14 issue)....AD AGE's
Jeff Jensen examines the crowded TV-sports news scene under
the header "Battle Gets Nasty For Eyes And Ears Of Sports
Junkies." Jensen: "Ultimately, cable network executives
believe the winners will be the ones with the most
compelling brand names" (AD AGE, 4/14 issue).
