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NASCAR DEAL, II: HOW MUCH WILL ADVERTISERS BE ON THE HOOK?

          NASCAR advertisers can expect to see rate increases as
     a result of yesterday's TV rights deal, according to CNNfn's
     Allan Dodds Frank.   Fox Sports TV Group Chair David Hill,
     when asked if advertisers would have to pay more: "Yeah,
     double.  Double.  At the very least, and probably triple." 
     NBC Sports Chair Dick Ebersol, to Hill: "Wait a minute.  Why
     are you putting a cap on those prices?"  Ryan Beck & Co.'s
     Dennis McAlpine: "What you've got with NASCAR is a very
     strong appeal to a young male adult.  You've got one of the
     few sports that has shown any growth at all in television
     ratings."  Steiner Sports Marketing's Brandon Steiner: "It's
     a little bit of a gamble for the networks, but a huge
     upside" (CNNfn, 11/11).  The HOLLYWOOD REPORTER's Stephen
     Battaglio reports that the "challenge of making money on the
     deal is daunting."  The TV advertising "pie" for the '99
     NASCAR races "only totaled" about $150M, with about $9M
     generated by the Daytona 500.   Mediacom co-Managing Dir of
     Ad Buying Jon Mandel: "Advertising is a small piece of this. 
     They may lose money on old-fashioned advertising on the
     network.  But what were the alternatives out there?  You're
     either going to run informercials or lose money trying to
     put on other programming."  Mandel called the deal a boost
     for FX and FSN: "Now they have a certain legitimacy in cable
     sports that they didn't have before" (HOLLYWOOD REPORTER,
     11/12).  ISI VP/Corporate Development Eric Bechtel said the
     networks are going to have to raise ad rates: "You are going
     to see an attrition in the number of companies who have been
     loyal to the sport a long time and cannot afford to step up
     to those dollars" (Newark STAR-LEDGER, 11/12). 
     

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