THE $2.4M DREAM: RECORD HEIGHTS FOR CBS' SUPER BOWL SPOTS?

          CBS, which will air its first Super Bowl in nine years
     in January, "hopes to take in an average" of $2.4M for a 30-
     second spot, according to Kathryn Kranhold of the WALL
     STREET JOURNAL.  ABC set the record for ad rates for last
     year's Super Bowl XXXIV with an average spot going for $2.2M
     and some advertisers paying as much as $3M for a spot.  CBS
     initially is selling the Super Bowl spots "only as part of
     ad packages for the network's NFL regular-season coverage"
     (WALL STREET JOURNAL, 6/14).  The SPORTSBUSINESS JOURNAL's
     Langdon Brockinton cites industry sources as saying that CBS
     is "looking to sell presenting sponsorships to segments" of
     Super Bowl XXXV pregame show.  Brockinton notes the sales
     strategy is similar to the one which ABC employed for last
     year's Super Bowl pregame show.  Sources said that CBS is
     offering sponsorships for hour-long Super Bowl pregame
     segments airing from noon-5:00pm and for half-hour segments
     from 5:00pm to kickoff (SPORTSBUSINESS JOURNAL, 6/12 issue).