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TBS/TIME WARNER PLAN $50M AD BLITZ TO SPREAD THE GOODWILL
Published June 24, 1998
TBS and Time Warner will begin a $40-50M "media blitz" this week for the Goodwill Games, according to Jim Cooper of MEDIAWEEK. Cooper: "But even before the first runner hits the track, Time Warner knows it will again lose money on the Games -- this time about $10-20M, a smaller loss than four years ago." The Games have sold out its 16 sponsorship slots, and the "major sponsor deals will make up about" 70% of the Games' ad revenue, "which is expected to total" $50M. Additional revenue from overseas business and ticket sales is "expected to narrow the overall loss" to $10-20M, based on $100M in expenses. Cooper reports that media buyers have "mixed opinions about both the importance and viability of the event." One "major" sports buyer: "It's not a priority for people to watch, and it's not a priority to buy. I bet if you went out on the street and asked about 10 New Yorkers what they were, eight wouldn't know" (MEDIAWEEK, 6/22). MEDIA LINEUP: TBS's track and field announcer lineup for the Goodwill Games will include former Olympians Carol Lewis, Marty Liqouri, Mike Powell and Dwight Stones, along with Turner Sports' Ernie Johnson and Craig Sager (TBS).