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NASDAQ LINKS WITH CBS NFL SHOW; NFL SALES STILL SOFT
Published May 11, 1998
NASDAQ "has struck a multiyear deal with CBS" to sponsor its NFL halftime show, according to sources of Langdon Brockinton of SPORTSBUSINESS JOURNAL. NASDAQ has also renewed its title sponsorship of CBS's college football coverage. The two deals together are valued at $15-20M per year. Under the terms of each deal, NASDAQ will get category-exclusivity and will air multiple 30-second spots per telecast (SPORTSBUSINESS JOURNAL, 5/11). MARKET SHARE: DAILY VARIETY's Rich Katz reports that the NFL's TV network partners "are trying a variety of new sales tactics" as they try to increase NFL ad prices by 20%, but media buyers "believe they'll be able to hold price hikes to single digits." No deals have been signed since CBS inked Honda/Acura to be its first advertiser last month. One media buyer: "It's pretty slow going." Katz reports that buyers said that "one signal the networks are nervous they'll be stuck with unsold, high-priced NFL inventory is that the webs will likely try to package pro football with primetime upfront inventory." Katz writes that while buyers expect Fox and CBS to package their NFL games with the primetime upfront, they "expect an even more strenuous push" from ABC for "Monday Night Football." ABC is also trying to maximize ad time by packaging "MNF" with ESPN's Sunday night package, along with other NFL-related vehicles, including ESPN2 and Classic Sports Network programming, as well as ESPN Magazine and ESPN SportsZone (DAILY VARIETY, 5/11).