HONDA'S TICKET TO RIDE ABOARD NBC'S FOUR-YEAR NBA DEAL

          NBC "is close to inking" a multiyear advertising deal
     with Honda Motor Co., one of the first deals under its new,
     four-year NBA contract, according to Wayne Friedman of the
     HOLLYWOOD REPORTER.  The deal will likely increase Honda's
     total ad costs by 30% to 35% compared with terms of its
     current NBA on NBC package.  NBC's current NBA advertiser
     deals expire at the end of the this season.  NBC currently
     receives "nearly" $100,000 per 30-second spot for a regular
     season game, and anywhere from $110,000-$500,000 a spot
     during the playoffs and championship.  NBC is reportedly
     seeking nearly $90M for a four-year NBA automotive sponsor,
     compared with $55-$60M the net commanded from each of its
     current auto sponsors.  Friedman added that although Honda's
     total costs will be higher, its CPM's, or cost per thousand
     homes, should only rise by about 10% because NBC will air
     more games in the next contract (HOLLYWOOD REPORTER, 2/2).