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STARTING SLOW: NBA FINALS GAME ONE EARNS 11.7/20 OVERNIGHT

          NBC earned a 11.7/20 Nielsen overnight rating for last
     night's Knicks-Spurs NBA Finals Game One, down 38% from last
     year's 18.8/31 Game One overnight rating, which was the
     highest rated NBA Finals Game One ever (THE DAILY). 
          TIME AFTER TIME: In N.Y., Harvey Araton wants the games
     to start earlier and says that if the NBA took advantage of
     scheduling games on Sundays, "three of the possible seven
     games could have begun at 7:30 in the East and finished at
     7:30 in the West."  Araton: "Something good for the fans, to
     conclude a season that began three months late.  Does anyone
     even remember the lockout?" (N.Y. TIMES, 6/17). 
          KEEP YOUR PROMOTIONS RUNNIN': During last night's Game
     One action, NBC ran a promo for its coverage of the NASCAR
     Pennzoil 400 in November (THE DAILY).
          EVEN MONEY: In N.Y., Richard Wilner reports that NBC's
     ad rates for the Finals increased between 8% and 12% over
     last year, with a 30-second spot costing "roughly" $350,000. 
     Wilner writes that the increase "remains a positive sign"
     for NBC.  The network priced its ads to "break even" on 15
     playoff games -- the combined number of games it broadcasts
     in the two Conference Finals and the NBA Finals.  Wilner:
     "Only a sweep in the Finals will cause NBC to lose money in
     the deal's first year" (N.Y. POST, 6/17). 

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