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CBS SEES REGIONAL APPROACH W/PROMOS; PROJECTS A 19.6 RATING

          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).

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BBDO, CBS, Olympics, Viacom

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