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CBS SEES REGIONAL APPROACH W/PROMOS; PROJECTS A 19.6 RATING
Published February 6, 1998
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).