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              For TV advertisers, the "risks" of the Winter Olympics
         "include trying to tug one too many heartstrings, latching
         onto a few too many Olympic stars, getting mired in cliches
         or blending in so completely that the product gets lost,"
         according to Harry Berkowitz of NEWSDAY.  So "some
         advertisers are trying to step up the humor, inject some
         clever twists" and even "play down the Olympic connection." 
         Nike will use poems from high school poets on Olympic themes
         and athletes.  IBM is "using little-known" Olympic athletes
         in its ads by Ogilvy & Mather "as a way to focus on the
         company's tracking of events on its Web site."  Most of A-
         B's ads are "unrelated" to the Games.  Coca-Cola, as they
         did in '96, is "focusing on fans" and "stressing" its red
         label.  AT&T and "many advertisers are featuring women
         prominently," and Nike and AT&T both highlight hockey player
         Cammi Granato.  John Hancock will use "dramatic ads," with
         one for the Sarajevo Olympic Children's Fund that shows the
         turmoil there since the '84 Games.  One woman says, "We felt
         like sports has died in Sarajevo" (NEWSDAY, 2/5).
              NIKE'S LEAVES OF GRASS: In its poem ads created by
         Goodby Silverstein & Partners, poets and high school
         students to verse on Nike athletes Picabo Street, Cammi
         Granato and Dawn Staley.  One 60-second ad was created for
         each athlete.  Excerpts from the Street poem: "Picabo Street
         -- That's probably the coolest name in the World.  ...
         [W]hen a champion has that name, It's a whole different
         kettle of fish.  There's all kinds of jazz in a name --
         Shakespeare didn't know what he was talking about" (Nike).
         ...Street was profiled on "ET."  Street, on what the Nagano
         Games mean to her following her silver medal performance in
         the '94 Lillehammer Games: "This one's the one.  This is the
         big daddy.  I'm going to go slay that dragon" ("ET," 2/4).

    Print | Tags: ATT, Coca-Cola, IBM, Nike, Olympics

              CBS earned a "disappointing" 4.9/8 rating for its two-
         hour Olympic preview on Tuesday night, "but the numbers are
         not expected to be indicative of how the network's upcoming
         Games coverage will perform," according to Lisa de Moraes of
         the HOLLYWOOD REPORTER.  "Gateway to Glory" gave CBS one of
         its "lowest numbers to date in the two-hour block and well
         below" its 6.6/11 season average.   But de Moraes adds that
         networks "schedule primetime Olympic walkups despite their
         historically low ratings in order to accommodate overflow
         Olympic advertising" (HOLLYWOOD REPORTER, 2/5). 

    Print | Tags: CBS, Olympics, Viacom

              Dr. Dave Lewis, who oversees the NHL/NHLPA Substance
         Abuse program, said he has "no concerns" about NHL athletes
         participating in the Games in regards to possibly testing
         positive for using Sudafed (NHL).  The Coyotes' Jeremy
         Roenick said players will have "no problem," and added, "We
         have been aware of it this season" (USA TODAY, 2/5)....In
         San Jose, Mike Guersch examined the NHL's "Big Gamble" of
         participating in the Olympics: "The outcome of the NHL
         Olympics experiment won't really be known until the middle
         of the next decade" (SAN JOSE MERCURY NEWS, 2/4). ....While
         women's ice hockey makes its debut as a medal sport, several
         "top" Olympians said "they aren't counting on seeing pro
         paychecks any time soon."  Team USA's Sandra Whyte: "Maybe
         after the 2002 Olympics in Salt Lake City.  But right now,
         we're definitely behind where women's basketball is."  U.S.
         Women's coach Ben Smith: "I'd say we're still a ways away
         from a successful pro league" (PHILA. DAILY NEWS,
         2/5)....SLOC is "receptive" to proposals to add women's ski
         jumping and bobsled to the 2002 Games.  IOC President Juan
         Antonio Samaranch said any new sport wishing admission to
         the Games "must comprise women's events" (USA TODAY, 2/5).
              NOTES: The FINANCIAL TIMES features a special pull-out
         section on the Games, with specials on financing the Games,
         sponsorship, and "the fight to host the games" (FT, 2/5).
         ...Eastman Kodak "expects its spending" at the Winter
         Olympics "to cut its earnings per share" by $.05 in the
         first quarter (REUTERS, 2/5)....Jacques Roggs, "touted by
         some Olympic insiders as a future candidate" for the
         presidency of the IOC, has won a seat on the IOC's Executive
         Board (KYODO NEWS, 2/5)....REUTERS looks at live coverage of
         the Games on the Web, as sports sites will be "unencumbered
         by the same time and production constraints" of CBS.  Marketing Dir Hart Hooten: "If you don't want to
         know what's going on before you watch TV at night, you
         shouldn't come to the site" (REUTERS, 2/5). 

    Print | Tags: CBS, IOC, NHL, Olympics, Arizona Coyotes, Viacom
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