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NBC SHOPPING NBA AD PACKAGES; ARE NETWORKS DUCKING THE RING?
Published January 7, 1998
NBC "has begun approaching automakers and athletic shoe companies," seeking four-year NBA ad packages that would extend from '98-99 through 2001-02, according to Langdon Brockinton of MEDIAWEEK. The "asking price" for a one- eighth automotive sponsorship consisting of four 30-second spots every other telecast "is likely to reach almost" $90M. Currently, the same sponsorship costs $55-60M over four years. As for the athletic shoe category, Brockinton's sources say NBC "will try to expand the inventory load from the current four :30s per telecast to six or seven spots." Nike and Reebok currently share the category, bringing in "about" $110-120M. Sources say that if NBC "has its way," a third company could be brought in and NBC could earn "about" $270M over the next four years (MEDIAWEEK, 1/5 issue). LIGHT ON FIGHTS: Brockinton adds that ABC is the only broadcast network that plans to televise boxing in '98, and the net is reducing its programming from nine cards in '97 to three in '98. CBS was the only other broadcast network to televise boxing in '97, and it announced a few weeks ago that the sport "is not likely to be part of its programming plans this year" (Langdon Brockinton, MEDIAWEEK, 1/5 issue).