SBD/11/Sports Media

NASDAQ LINKS WITH CBS NFL SHOW; NFL SALES STILL SOFT

          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).

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