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SBD/7/Sponsorships Advertising Marketing
NBC FILLING UP AD SPACE FOR NEW NBA TV CONTRACT
Published April 7, 1998
NBC is "rapidly filling" ad space for its new NBA contract, which begins next season, according to Wayne Friedman of the HOLLYWOOD REPORTER. Agency execs told Friedman that GM, Nissan, Chrysler and Prudential have signed on, joining Honda, which previously signed a multiyear deal with NBC. Sources said that NBC "has been receiving close to its asking price for the new sponsorships -- 50% more than sponsorship values under the current contract." Friedman reports that NBC "is seeking nearly" $90M for a four-year automotive sponsorship, compared with the $55-60M it got from each of its current auto sponsors. The "good news" for advertisers is that NBC is adding more regular-season games next year, so ad rates per game "will rise only 10%-15%." Prudential "will repeat its advertising arrangement with NBC," which includes sponsorship of the net's NBA halftime show (HOLLYWOOD REPORTER, 4/7).