HEAVY DOUGH FALL: SPORTS MARKETERS LOVE THE WINTER MONTHS

          The following lists the Top 25 sports TV advertisers in
     '98 as estimated by Nielsen Sports Marketing - Nielsen
     Monitor Plus SportsFacts.  This includes all national
     broadcasts, national cable and syndicated TV for all sports
     events, sports news and sports anthologies.  THE DAILY lists
     '98 total advertising expenditures along with the months in
     which they spent the most and the least, as well as their
     average monthly expenditure.  Figures are rounded to the
     nearest one hundred thousand (Nielsen Sports Media). 

                  

  
 
    
 
      
TOP 
        25 TV SPORTS ADVERTISERS

          
      
  
  
 
    
 COMPANY
    
 
      
'98 
        TOTAL
    
    
 
      
HIGH
    
    
 
      
MONTH
    
    
 
      
LOW 
        
    
    
 
      
MONTH
    
    
 
      
AVG
    
  
  
 
    
 
      
1)
    
    
ANHEUSER-BUSCH
    
 
      
$187.1M
    
    
 
      
$30.1M
    
    
 
      
(Jan)
    
    
 
      
$5.4M
    
    
 
      
(Aug)
    
    
 
      
$15.6M
    
  
  
 
    
 
      
2)
    
    
FORD
    
 
      
$128.2M
    
    
 
      
$31.3M
    
    
 
      
(Feb)
    
    
 
      
$2.3M
    
    
 
      
(Mar)
    
    
 
      
$10.7M
    
  
  
 
    
 
      
3)
    
    
CHEVROLET
    
 
      
$112.1M
    
    
 
      
$26.8M
    
    
 
      
(Mar)
    
    
 
      
$900K
    
    
 
      
(Aug)
    
    
 
      
$ 
        9.3M
    
  
  
 
    
 
      
4)
    
    
NIKE
    
 
      
$110.4M
    
    
 
      
$21.4M
    
    
 
      
(Feb)
    
    
 
      
$4.4M
    
    
 
      
(Dec)
    
    
 
      
$ 
        9.2M
    
  
  
 
    
 
      
5)
    
    
MILLER 
      BREWING
    
 
      
$106.5M
    
    
 
      
$16.7M
    
    
 
      
(Jan)
    
    
 
      
$900K
    
    
 
      
(Jul)
    
    
 
      
$ 
        8.9M
    
  
  
 
    
 
      
6)
    
    
VISA
    
 
      
$ 
        87.2M
    
    
 
      
$23.6M
    
    
 
      
(Feb)
    
    
 
      
$1.5M
    
    
 
      
(Jul)
    
    
 
      
$ 
        7.3M
    
  
  
 
    
 
      
7)
    
    
DODGE
    
 
      
$ 
        82.3M
    
    
 
      
$18.8M
    
    
 
      
(Feb)
    
    
 
      
$800K
    
    
 
      
(Jul)
    
    
 
      
$ 
        6.9M
    
  
  
 
    
 
      
8)
    
    
IBM
    
 
      
$ 
        80.5M
    
    
 
      
$26.9M
    
    
 
      
(Feb)
    
    
 
      
$500K
    
    
 
      
(Jul)
    
    
 
      
$ 
        6.7M
    
  
  
 
    
 
      
9)
    
    
AT&T
    
 
      
$ 
        74.4M
    
    
 
      
$25.5M
    
    
 
      
(Feb)
    
    
 
      
$800K
    
    
 
      
(Jul)
    
    
 
      
$ 
        6.2M
    
  
  
 
    
 
      
10)
    
    
PROCTER 
      & GAMBLE
    
 
      
$ 
        59.3M
    
    
 
      
$10.1M
    
    
 
      
(Feb)
    
    
 
      
$2.4M
    
    
 
      
(Sep)
    
    
 
      
$ 
        4.9M
    
  
  
 
    
 
      
11)
    
    
NISSAN
    
 
      
$ 
        58.5M
    
    
 
      
$14.7M
    
    
 
      
(Feb)
    
    
 
      
$700K
    
    
 
      
(Jul)
    
    
 
      
$ 
        4.9M
    
  
  
 
    
 
      
12)
    
    
MCDONALD'S
    
 
      
$ 
        57.1M
    
    
 
      
$11.0M
    
    
 
      
(Feb)
    
    
 
      
$1.0M
    
    
 
      
(Jul)
    
    
 
      
$ 
        4.8M
    
  
  
 
    
 
      
13)
    
    
COORS BREWING
    
 
      
$ 
        55.5M
    
    
 
      
$13.0M
    
    
 
      
(Sep)
    
    
 
      
$1.6M
    
    
 
      
(Mar)
    
    
 
      
$ 
        4.6M
    
  
  
 
    
 
      
14)
    
    
CHRYSLER/PLYMTH
    
 
      
$ 
        54.0M
    
    
 
      
$18.0M
    
    
 
      
(Feb)
    
    
 
      
$600K
    
    
 
      
(Jul)
    
    
 
      
$ 
        4.5M
    
  
  
 
    
 
      
15)
    
    
TOYOTA 
      USA
    
 
      
$ 
        52.4M
    
    
 
      
$ 
        9.4M
    
    
 
      
(Oct)
    
    
 
      
$600K
    
    
 
      
(Jul)
    
    
 
      
$ 
        4.4M
    
  
  
 
    
 
      
16)
    
    
AMERICAN 
      HONDA
    
 
      
$ 
        51.9M
    
    
 
      
$10.2M
    
    
 
      
(Jan)
    
    
 
      
$800K
    
    
 
      
(Aug)
    
    
 
      
$ 
        4.3M
    
  
  
 
    
 
      
17)
    
    
AMEX
    
 
      
$ 
        50.6M
    
    
 
      
$21.6M
    
    
 
      
(Jan)
    
    
 
      
$700K
    
    
 
      
(Jul)
    
    
 
      
$ 
        4.2M
    
  
  
 
    
 
      
18)
    
    
COCA-COLA
    
 
      
$ 
        48.3M
    
    
 
      
$17.0M
    
    
 
      
(Feb)
    
    
 
      
$1.1M
    
    
 
      
(Jul)
    
    
 
      
$ 
        4.0M
    
  
  
 
    
 
      
19)
    
    
M&M/MARS
    
 
      
$ 
        46.4M
    
    
 
      
$ 
        9.2M
    
    
 
      
(Jan)
    
    
 
      
$300K
    
    
 
      
(Nov)
    
    
 
      
$ 
        3.9M
    
  
  
 
    
 
      
20)
    
    
PONTIAC
    
 
      
$ 
        43.3M
    
    
 
      
$ 
        8.0M
    
    
 
      
(Nov)
    
    
 
      
$400K
    
    
 
      
(Jul)
    
    
 
      
$ 
        3.6M
    
  
  
 
    
 
      
21)
    
    
MASTERCARD
    
 
      
$ 
        43.2M
    
    
 
      
$ 
        8.3M
    
    
 
      
(Oct)
    
    
 
      
$1.1M
    
    
 
      
(Feb)
    
    
 
      
$ 
        3.6M
    
  
  
 
    
 
      
22)
    
    
MCI
    
 
      
$ 
        42.4M
    
    
 
      
$ 
        8.2M
    
    
 
      
(Jan)
    
    
 
      
$700K
    
    
 
      
(Dec)
    
    
 
      
$ 
        3.5M
    
  
  
 
    
 
      
23)
    
    
LINCOLN-MERCURY
    
 
      
$ 
        41.0M
    
    
 
      
$21.2M
    
    
 
      
(Feb)
    
    
 
      
$500K
    
    
 
      
(Dec)
    
    
 
      
$ 
        3.4M
    
  
  
 
    
 
      
24)
    
    
OLDSMOBILE
    
 
      
$ 
        40.0M
    
    
 
      
$ 
        8.0M
    
    
 
      
(Oct)
    
    
 
      
$400K
    
    
 
      
(Jul)
    
    
 
      
$ 
        3.3M
    
  
  
 
    
 
      
25)
    
    
PEPSI-COLA
    
 
      
$ 
        39.4M
    
    
 
      
$ 
        9.8M
    
    
 
      
(Mar)
    
    
 
      
$1.0M
    
    
 
      
(Nov)
    
    
 
      
$ 
        3.3M