CBS APPEALS TO AD BUYERS BY UNDERMINING "MNF" EFFECTIVENESS

          CBS has "sent a sales piece to media buyers headlined
     'The AFC destroys the myth of Monday night dominance,'"
     which tells advertisers that "lower ratings and higher unit
     costs have eroded" the value of ABC's "MNF," according to
     Wayne Friedman of AD AGE.  CBS' pitch also notes that "MNF"
     ratings "are now closer to those of Sunday" games.  N.Y.-
     based SFM Media President of National Broadcast Jerry
     Solomon: "What CBS is saying is that the AFC younger-
     audience ratings have remained steady while 'MNF' has
     deteriorated."  But Nielsen Media Research shows that 12% of
     men and 30% of women surveyed said "MNF" is "the only sports
     telecast they watch."  Friedman reports that ABC "is said to
     have already cut upfront deals" for "MNF" at an average cost
     of $350,000-370,000 per :30-second spot, "significantly
     higher" than the '98 average of $330,000 unit cost.  Media
     buyers "estimate" that CBS' Sunday AFC games are priced from
     $120,000-150,000 for a :30-second spot.  ABC "would not
     comment" on the CBS ad piece (AD AGE, 5/24 issue).