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  • CBS HAS EYE ON PROFIT FOR GAMES; NHL AT OLYMPICS DEBATED

              CBS will sell "roughly" $610M in advertising for the
         Nagano Winter Olympics, and between the network and its
         O&Os, "total profit may approach" $100M, according to Steve
         McCellan of BROADCASTING & CABLE.  CBS TV Network President
         of Sales Joe Abruzzese said that CBS, to date, has sold
         $530M in ad sales with another $20M to be sold before the
         start of the Games.  McClellan adds that CBS "may make a
         profit" of $30-40M on the Olympics, while the O&Os will sell
         about $60M in advertising, "virtually all of which falls to
         the bottom line."  CBS also is selling the time for TNT's
         50-hours of Olympic programming.  CBS is "guaranteeing" a
         19.7 primetime rating to advertisers, "far lower" than the
         27.8 that the '94 Games drew.  Also, "fewer advertisers are
         spending money."  In '94, 95 advertisers spent $360M at the
         Lillehammer Games, while 33 advertisers are spending $530M
         for Nagano.   Abruzzese said that the average price for a
         30-second spot is about $500,000 but it could cost as much
         as $800,000 per unit (BROADCASTING & CABLE, 11/24 issue).
              THE NHL AT THE OLYMPICS: With some NHL players
         criticizing the personnel of teams participating in the
         Nagano Games, columnist Gare Joyce wrote, "The theory: With
         the five-ring pageantry, the NHL is staging its Olympic
         tournament as a coronation on ice.  The reality: With its
         dissenters and power brokers the tournament will have a lot
         more in common with a political convention, which is to say,
         NHL business as usual.  The consequences: The reality will
         be too plain to the viewers at home and to the keepers of
         the flame.  As a result, the NHL will go to the Olympics
         only once" (GLOBE & MAIL, 11/22). In Boston, Kevin Paul
         Dupont called on players to end disputes, and added that the
         NHL "needs the Olympics, far more than the [NBA] ever needed
         its Dream Teamers.  This is the NHL's chance to get its game
         in a fine romance with the world" (BOSTON GLOBE, 11/23).
    
    

    Print | Tags: CBS, NBA, NHL, Olympics, TBS/TNT, Viacom
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