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EXPERTS PLACE EARLY BETS ON BOFFO SUPER BOWL RATING

          Ogilvy & Mather Worldwide "estimates" that 134 million
     people will watch some portion of Super Bowl XXXII "or about
     44.7% of the nation's TV households will have their sets
     on," according to Sally Goll Beatty of the WALL STREET
     JOURNAL.  That means "nearly" 3.9% more people will be
     watching the game than last year, when 129 million people
     watched "some part" of Super Bowl XXXI.  One of the reasons
     is that media buyers say the four remaining teams "are
     considered roughly equal in audience popularity."  Ogilvy
     President of U.S. Broadcast/Programming Peter
     Chrisanthopoulos calls the Super Bowl contenders "great
     draws," and Beatty writes that each of the four remaining
     teams all have "stars whose personal stories feed sports
     writers and TV profilers."  Beatty adds "the strengths of
     individual networks are also a factor," and that NBC "has a
     better record of attracting big audiences to previous Super
     Bowls than CBS and ABC" (WALL STREET JOURNAL, 1/7).
          AD ROSTER: CA-based Auto-By-Tel will again purchase ad
     time during this year's Super Bowl.  After last year's spot,
     Auto-By-Tel reported a 50% increase during February '97. 
     This year's spot is entitled "Come As You Are" and will run
     during the second quarter (MEDIA CENTRAL, 1/7).
     
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ABC, CBS, NBC, Viacom, Walt Disney

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