EYES ON THE PRIZE: CBS FEELS THE VALUE OF NFL IMPRESSIONS

          CBS Sports President Sean McManus said the net's
     upfront advertising for the NFL is "about 63-64% sold, which
     is exactly where we wanted to be at this time."  McManus:
     "The most encouraging thing is a significant amount of money
     that we are getting was not spent on the AFC or was not
     spent in NFL football last year."  CBS Exec VP/Planning &
     Research David Poltrack said that the net will receive 6
     billion impressions during the fourth quarter and beginning
     of the first quarter via its NFL deal.  Poltrack said, "It's
     the total circulation of viewers of the NFL times the number
     of promotional announcements that we have in football for
     other CBS products.  It opens the value of our own
     advertising.  If an advertiser bought advertising -- bought
     all of our promotion spots -- as advertisements in NFL
     football, it would cost them approximately $150 million.  So
     that's the advertising value of NFL football to CBS" (CBS).