TV stations and regional cable net managers and media
buyers last week "scrambled to sort out the impact of the
NBA lockout on their year-end programming and advertising
plans," according to Jim Cooper of MEDIAWEEK. Questions
"linger over pricing and sellout levels" as both network and
stations know the replacement programming "will draw only a
fraction of ad dollars NBA spots usually command." Many
media buyers said they "plan to take money back until the
season resumes or is extended," while other buyers said they
"hadn't been told by their area networks and stations about
replacement plans" (Jim Cooper, MEDIAWEEK, 10/26 issue).
AD LOSS: Tom Severino, the VP & GM of the Pacers
flagship radio station WIBC-AM, said, "On the advertising
side, we've lost about $36,000 in ad time that we're not
sure we're going to be able to recoup. That's money that
has been taken out for the whole season and probably won't
be spent in this market." Severino said that the station
"has been able to move much of the advertising that would
have gone to Pacers games" to other sports programming,
including talk shows. Severino: "A lot of advertisers will
take that. So far, we're OK" (INDY STAR-NEWS, 10/27).
RADIO DELIVERY: Jazz F Karl Malone has joined L.A.'s
KXTA-AM as a sports talk-show host. Malone will work five
days a week with Vic "The Brick" Jacobs. A Salt Lake
station will also carry the programming live (L.A. TIMES,
10/27). Malone: "This gives me something to do during the
lockout. I'm excited about this. I'm going to say things
that are on my mind. We don't want it to be boring"
(CHICAGO SUN-TIMES, 10/27). In L.A., Tom Hoffarth, on
Malone's radio gig: "It wouldn't make sense even if [KXTA]
was a jazz station" (L.A. DAILY NEWS, 10/26).
