Marketplace Round-Up
PARTS IS PARTS? Meineke will replace Continental Tire
as sponsor of Charlotte’s college football bowl game, and the CHARLOTTE BUSINESS
JOURNAL’s Erik Spanberg cites industry experts who peg the annual value of the
three-year deal at $1.25-1.5M. Raycom Sports runs the three-year-old bowl game,
now titled the Meineke Car Care Bowl (BIZJOURNAL.com, 1/11).
SHEER MADNESS: SPORTSBUSINESS JOURNAL’s Andy Bernstein
reports CBS is asking $900,000 for a 30-second spot in the NCAA men’s basketball
championship game. Agency sources said that the NCAA tournament is the “highest-priced
national programming in all of television” on a cost-per-thousand basis. CBS
Exec VP/Sports Sales John Bogusz said that advertisers “have been paying high
single-digit rate increases,” and he “expects the tournament to be about 80[%]
sold two weeks from now.” Bernstein notes units in the opening round can be
bought for “as little as $60,000 for the afternoon games, but jump to as much
as $350,000 for primetime games in the round of 32” (SBJ,
1/10 issue).
GODZILLA EFFECT: In N.Y., Lisa Colangelo reports Yankees
LF Hideki Matsui, a Japanese native who appeared in radio spots and other ads
for N.Y. last year, is “credited with helping create a 20% boost” in tourism
from Japan. NYC & Co. President Cristyne Nicholas: “You can’t underestimate
the value of Hideki Matsui and baseball in Japan.” City officials believe 39.6
million tourists visited the city last year, “an all-time high and 4.6% better
than” ’03. Japan ranked third among all countries sending visitors to N.Y. last
year with 350,000 (N.Y. DAILY NEWS, 1/11).
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