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              CBS is "breaking ground" with its Olympic coverage "by
         implementing a region-by-region marketing plan based on its
         study of 12,000 viewers who watched" the '92 and '94 Winter
         Games, according to USA TODAY's Dottie Enrico.  CBS and its
         affils will air Olympic promos, but local stations "also
         will promote sporting events of particular interest to their
         region."  Enrico: "For example, New Yorkers tend to like
         hockey.  Folks in Phoenix like bobsledding.  Viewers in
         Charlotte, N.C., want to see skiing" (USA TODAY, 2/6).
              19.6 PROJECTED RATING: In N.Y., Stephen Battaglio
         reports that CBS research has projected a 19.6 prime-time
         rating, with "advertisers being guaranteed an audience
         slightly below that number."  BBDO's Steve Grubbs: "I think
         they've got a good chance to reach their projections.  Some
         of it is dictated by the success of the American team"
         (HOLLYWOOD REPORTER, 2/6).  In DC, John Carmody reports the
         guarantee to advertisers is a prime-time rating between a
         19.2 and 19.6, and a 30 share (WASHINGTON POST, 2/6).  CBS
         "has sold" 99% of its ad time and is expected to make about
         $100M in profit on ad sales of more than $600M (Rachel
         Blount, Minneapolis STAR TRIBUNE, 2/6).
              CLIP AND SAVE: CBS has said that letting viewers know
         when events are live or taped "is a top priority," according
         to Michael Starr of the N.Y. POST.  The 14-hour time
         difference will "force" CBS to show "many events on a tape-
         delayed basis."  Rick Gentile, Exec Producer of CBS' Olympic
         coverage: "It will be clear that we are on tape.  We are
         going to clearly designate a live event" (N.Y. POST, 2/6). 
         In L.A., Stewart & Penner wrote that West Coast viewers will
         be unable to see any event live and CBS "has no plans to add
         a graphic disclaimer for audiences in the Mountain and West
         Coast time zones" (L.A. TIMES, 2/5).

    Print | Tags: CBS, Olympics, Viacom

              Japan, "in its worst economic straits since World War
         II, has spent a record $13 billion to stage an Olympics"
         which open today, according to Sullivan & Shipley on the
         front page of the WASHINGTON POST.  Sullivan & Shipley:
         "Now, against a backdrop of the country's high-tech magic,
         effusive hospitality and cultural treasures, approximately
         2,500 athletes are poised to provide inspirational, made-
         for-TV drama" (WASHINGTON POST, 2/6).  This morning in
         Nagano, IOC President Juan Antonio Samaranch said, "I would
         like to say 'so far, so good'" (KYODO NEWS, 2/6).  
              EVERYBODY'S HAPPY: In L.A., Mike Penner wrote Nagano
         "is already outpacing Atlanta in almost every category on
         the organizational scorecard."  USOC Dir of PR Mike Moran:
         "They have been immediately responsive to problems" (L.A.
         TIMES, 2/6). In DC, Michael Wilbon writes, "Welcome to the
         We-Are-Not-Atlanta Games ... where everything works, where
         you don't see giant Nike swooshes on every building." 
         Wilbon adds, "You'd have to work to be cynical here" as many
         "can't find anything significant to complain about" (WASH.
         POST, 2/6).  In N.Y., Jere Longman writes the Games open
         "with a welcome that has become both extravagantly
         international and stirringly local" (N.Y. TIMES, 2/6).  But
         in Chicago, Bernie Lincicome calls Nagano a "shabby choice"
         and a "junky little city."  Lincicome: "I hope things turn
         out better than they are starting" (CHICAGO TRIBUNE, 2/6).
         In N.Y., Joel Sherman writes traffic is a potential problem
         and is "expected to worsen" (N.Y. POST, 2/6).
              BOON OR BUST? USA TODAY's cover-story profiles Japan's
         hosting of the Games under the header, "Japan Hopes Games
         Will Lift Spirits" (USA TODAY, 2/6).  In Minneapolis, Weiner
         & Blount examine whether the Games are "a boon or a
         boondoggle" to Nagano (Minneapolis STAR TRIBUNE, 2/6).  In
         S.F., C.W. Nevius writes that Nagano is "still deeply
         conflicted about these Games" (S.F. CHRONICLE, 2/6). 
              OPENING NIGHT: NAOC Exec Producer Keita Asari said that
         he has "gone out of his way" to keep Hollywood "glitz" out
         of tonight's Opening Ceremonies.  The event will "focus on
         Japanese culture and global peace instead of commercial
         entertainment" (HOLLYWOOD REPORTER, 2/6). 

    Print | Tags: IOC, Nike, Olympics, USOC

              In L.A., Greg Johnson wrote the "stars are aligned for
         the ice-skating industry to score a perfect 10 in the sports
         marketing game" (L.A. TIMES, 2/5)....Snowboarding continues
         to generate a buzz: In Philadelphia, Diane Pucin writes it
         is "going to be big" in Nagano (PHILADELPHIA INQUIRER, 2/6). 
         USA TODAY's sports cover story profiles Burton Snowboards
         Founder Jake Burton under the header, "Snowboard King Is
         Gliding Right" (USA TODAY, 2/6)....In Baltimore, Christian
         Ewell reviews Web sites for the Games, calling the official
         site of nagano. the "wild card. ... If it's
         working, the IBM site is the Joe Montana of Web sites." 
         Ewell calls CBS SportsLine "probably the best of the ones
         that are guaranteed to work" (Baltimore SUN, 2/6)....VANITY
         FAIR's March issue, on newsstands now, features NHL players
         representing their countries in Nagano (THE DAILY).
         ...Speedskater Eric Flaim, in his fourth Winter Games, will
         carry the U.S. flag in the Opening Ceremonies (Mult., 2/6). 

    Print | Tags: IBM, NHL, Olympics

              Around 50 advertisers have paid up to $500,000 per 30-
         second prime-time spot during CBS' coverage of the Olympics,
         according to Denise Gellene of the L.A. TIMES.  Ogilvy &
         Mather released a survey that showed 78% of adults "intend
         to watch at least some Olympic events.  Many of those people
         plan to watch Olympics coverage at least four days out of
         each week the Games air."  But "some advertisers balked" at
         the "high cost" of ads and that is "one reason it took CBS
         until last week to sell out the telecast."  McDonald's, a
         TOP Olympic sponsor, opted out of advertising on CBS, which
         allowed Wendy's to buy time.  Gellene adds, "Some Olympic
         sponsors are concerned that the telecast will heighten
         confusion on the part of consumers.  That is because CBS is
         allowing some sponsors of the telecast to use the network's
         Olympic logo in print advertising."  CBS' logo consists of
         the CBS eye and the five Olympic rings.  TOP sponsor John
         Hancock's competitor, Northwestern Mutual Life, is using the
         CBS logo.  Hancock President David D'Alessandro "complained"
         to CBS about the tactic, "to no avail" (L.A. TIMES, 2/6).  
              OTHER PLANS: In Atlanta, Mickey Gramig reports that
         Chrysler and Ford paid $50M each for commercial time.  IBM
         and AT&T paid $30M.  TOP Olympic sponsor Coca-Cola will air
         137 30-second spots and will spend an "estimated" $100M to
         $125M on global marketing linked to the Games.  TOP sponsor
         Home Depot has created two new spots to been seen in the
         U.S. and Canada "just about every night" (ATL. CONSTITUTION,
         2/6)....USA TODAY's Kevin Maney reports how IBM will use the
         Nagano Games to "get it right" after its Atlanta experience. 
         While the "likelihood of another embarrassment is slim ...
         there's plenty to be worried about.  The technological
         demands of these games are more intense than in Atlanta: The
         Web site alone expects 100 million hits a day" (USA TODAY,
         2/6)....In N.Y., Stuart Elliot previews Olympic ads and
         writes that Nike "will concentrate on women."  Among new
         spots: A-B is rolling out an ad which "promotes moderation,"
         Visa debuts a spot on arts sponsorships and new work by
         BellSouth, Toyota and Xerox (N.Y. TIMES, 2/6).
              GAMES MARKETING: USA TODAY's Melanie Wells: "Marketing
         excesses won't be a problem here.  Nagano's remote location
         and its unenviable sandwiching between two hot-spot summer
         sites ... have given these Olympics a stepchild status." 
         Many U.S. marketers are instead "eyeing" the 2002 Salt Lake
         Games (USA TODAY, 2/6).  In N.Y., Roger Thurow writes on
         corporate hospitality.  Despite "wrestling with the harsh
         economic realities of the times," the Olympics "are no place
         to get cheap" for the "key" sponsors of the Games.  While
         having to lay off "thousands of workers," Kodak's Olympic
         Manager Michael Tette said, "The hospitality won't change at
         all. ... It's not something we cut back on."  Nike turned a
         "defunct auto dealership" into a "kind of Nike Nightclub"
         while adidas "has taken over a noodle shop" and "converted
         it into a schmoozing parlor" (WALL STREET JOURNAL, 2/6). 

    Print | Tags: Anheuser Busch, ATT, CBS, Coca-Cola, Home Depot, IBM, McDonalds, Nike, Olympics, Toyota, Viacom, Visa, Washington Nationals, Wendys, Xerox
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