FOX RAISES THE ANTE ON SUPER BOWL SPOTS TO TUNE OF $1.6M

          Fox is receiving "about" $1.6M for a 30-second spot
     during Super Bowl XXXIII, a 23% increase over the $1.3M
     advertisers paid NBC last January, according to USA TODAY's
     Melanie Wells.  Fox is reportedly telling media buyers that
     it "has already sold all" ad slots for the game's first
     half.  Anheuser-Busch, which "intends to advertise several
     brands," including Michelob Light, has bought 10 spots,
     paying as much as $2M per 30-second spot.  Other return
     advertisers include Pepsi, Visa, AT&T and Mail Boxes Etc.
     Super Bowl "fixtures" Nike and Frito-Lay "are considering
     whether to buy."  Holiday Inn, which has advertised during
     the game the past two years, "probably won't" buy time in
     '99 as it looks for more frequency.  Royal Caribbean also
     won't return as the half-time sponsor.  Wells reports that
     Madison Avenue media buyers contribute the rate increase to
     NBC's "Seinfeld" finale in May (USA TODAY, 8/21).