REPORTS HAVE CBS INKING HONDA/ACURA TO NFL SPONSORSHIP

          CBS last week "booked Honda/Acura as its first major
     NFL sponsor," according to sources of DAILY VARIETY's Rich
     Katz.  Honda will pay a CPM increase "of less than" 10%
     compared to Honda's NFL deals last year.  Analysts have said
     that the nets' need to "increase their NFL advertising rates
     more than 20% to have a chance at breaking even" on their
     new deals.  But media buyers said that Honda "paying less
     than a 10% CPM increase is a fair price for both buyer and
     seller."  A source "close to CBS" told Katz that CBS "has
     also signed two other NFL advertisers" (DAILY VARIETY,
     4/27).  SPORTSBUSINESS JOURNAL's Langdon Brockinton puts the
     five-year deal worth $15M-20M per, with Honda holding the
     option to extend the deal to six, seven or eight years.  In
     addition to CBS's AFC coverage, Brockinton adds that Honda
     is expected to purchase local NFL TV ad time in NFC markets
     as well, but not on national telecasts (THE DAILY).