SBD/9/Sponsorships Advertising Marketing


          ADVERTISING: U.S. ad spending is expected to see a
     "strong boost" from the Winter Olympics in '98, and a 6.2%
     increase to $198.4B is anticipated for next year.  Cable TV
     advertising is expected to grow 13% to $5.96B.  CBS Exec
     VP/Marketing & Research David Poltrack expects the Olympics
     will account for 3-4% of an expected 9% overall rise in ad
     revenue for CBS (Wayne Friedman, HOLLYWOOD REPORTER, 12/9)..
     ..In N.Y., Richard Sandomir notes in his "conflict-of-
     interest" update that NBC's Ahmad Rashad and ESPN's Roy
     Firestone are appearing in a Hanes underwear spot with
     Michael Jordan.  Sandomir writes that ESPN's Firestone
     "should have known better" (N.Y. TIMES, 12/9). 
          NOTES: Little Caesars is selling replicas of the Red
     Wings Stanley Cup Championship ring for $2.99 with a pizza
     purchase, $3.99 without, at all its MI restaurants and Kmart
     Kcafe locations that feature Little Caesars.  The rings will
     be available until all 300,000 are sold (DETROIT FREE PRESS,
     12/8)....Inline street skater Ryan Jacklone has selected NY-
     based Park Avenue Productions to represent him for all
     marketing and promotional packages.  Jacklone currently has
     deals with K2, Pawn, FR, Bones, Protech and G13 (PAP).  

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