CLIP AND SAVE: TOP SPORTS ADVERTISING SPENDERS IN '97

          The following is Nielsen Sports Marketing Service's
     spotlight series on sports sponsorships.  The first chart
     indicates the Top 20 sports advertisers ($000) in total
     expenditures for '97 (January-December), followed by the Top
     10 national estimated expenditures by sport ($000) for the
     same period (Nielsen Sports Marketing Service):

            

  
 
    
 
      
TOP 
        20 LEADING SPORTS ADVERTISERS ($000)

          
    
  
  
 
    
COMPANY
    
 
      
TOTAL
    
    

    
COMPANY
    
 
      
TOTAL
    
  
  
 
    
Anheuser-Busch
    
 
      
$148,869.02 
        
    
    
MCI Corp.
    
 
      
$61,569.98 
        
    
  
  
 
    
Miller 
      Brewing
    
 
      
133,589.45
    
    
Coors Brewing Co.
    
 
      
60,295.45
    
  
  
 
    
Chevrolet 
      Motor
    
 
      
118,787.50
    
    
American Honda
    
 
      
55,356.91
    
  
  
 
    
Nike
    
 
      
96,594.25
    
    
Dodge Car-Truck
    
 
      
55,110.40
    
  
  
 
    
Ford Motor 
      Co.
    
 
      
96,296.01
    
    
American Express
    
 
      
52,513.15
    
  
  
 
    
McDonald's
    
 
      
77,129.73
    
    
Chrysler/Plymouth
    
 
      
51,744.14
    
  
  
 
    
Visa International
    
 
      
75,912.46
    
    
PepsiCo
    
 
      
44,864.90
    
  
  
 
    
AT&T
    
 
      
68,163.36
    
    
M&M/Mars
    
 
      
42,008.86
    
  
  
 
    
Nissan 
      Motor Co.
    
 
      
67,654.23
    
    
Lincoln-Mercury
    
 
      
40,493.18
    
  
  
 
    
Proctor 
      & Gamble
    
 
      
64,838.79
    
    
Toyota Motor Sales
    
 
      
40,338.59
    
  

 

  
 
    
 
      
TOP 
        10 NATIONAL ESTIMATED EXPENDITURES BY SPORT ($000)

          
    
  
  
 
    
 
      
SPORT
    
    
 
      
TOTAL
    
    
 
      
NETWORK
    
    
 
      
CABLE
    
    
 
      
SYNDICATE
    
  
  
 
    
NFL
    
 
      
$1,295,195.70 
        
    
    
 
      
1,060,810.08
    
    
 
      
203,131.07
    
    
 
      
31,254.56
    
  
  
 
    
NBA
    
 
      
494,504.38
    
    
 
      
325,662.50
    
    
 
      
157,409.80
    
    
 
      
10,432.08
    
  
  
 
    
Sports 
      Commentary
    
 
      
373,042.05
    
    
 
      
135,693.50
    
    
 
      
133,186.77
    
    
 
      
104,161.78
    
  
  
 
    
College 
      Basketball
    
 
      
367,551.36
    
    
 
      
55,691.30
    
    
 
      
297,429.20
    
    
 
      
14,430.86
    
  
  
 
    
MLB
    
 
      
356,765.48
    
    
 
      
299,576.20
    
    
 
      
53,623.40
    
    
 
      
3,565.88
    
  
  
 
    
College 
      Football
    
 
      
325,239.65
    
    
 
      
176,391.60
    
    
 
      
99,657.98
    
    
 
      
49,190.07
    
  
  
 
    
Motor 
      Sports
    
 
      
284,232.76
    
    
 
      
80,421.10
    
    
 
      
168,694.41
    
    
 
      
35,117.25
    
  
  
 
    
Pro Golf
    
 
      
263,584.01
    
    
 
      
175,610.90
    
    
 
      
80,751.86
    
    
 
      
7,221.25
    
  
  
 
    
NHL
    
 
      
138,554.73
    
    
 
      
46,077.80
    
    
 
      
75,913.93
    
    
 
      
16,563.00
    
  
  
 
    
Sports 
      Anthology
    
 
      
122,333.06
    
    
 
      
44,578.60
    
    
 
      
73,444.43
    
    
 
      
4,310.05