The following is Nielsen Sports Marketing Service's
spotlight series on sponsorships. The first chart indicates the
Top 20 sports advertisers ($000) in total expenditures during the
first quarter of '96 (January-March). That is followed by the
Top 10 national estimated expenditures by sport ($000) for the
same period (Nielsen Sports Marketing).
TOP 20 LEADING SPORTS ADVERTISERS ($000)
COMPANY TOTAL COMPANY TOTAL
Anheuser-Busch 42673.1 IBM Corp. 14036.0
Chevrolet 40841.8 Pizza Hut 13729.5
Chrysler/Plymouth 26324.0 P&G 13549.3
McDonald's 23760.2 Honda 12993.8
Ford Motor Co. 21993.7 Toyota 12919.7
Nike Inc. 19144.5 Amex 12563.1
Miller Brewing Co. 18479.3 Visa 12257.7
Pepsi-Cola Co. 17510.5 Dodge 12248.1
AT&T Co. 15330.1 Frito-Lay 10433.3
Oldsmobile 14856.7 Burger King 10241.5
TOP 10 NATIONAL ESTIMATED EXPENDITURES BY SPORT ($000)
TOTAL CABLE NETWORK SYNDICATED
College Basketball 303710.6 51428.4 252282.2 0.0
NFL 168895.7 1221.8 167673.9 0.0
Sports Commentary 115787.2 27428.3 88358.9 0.0
Pro Golf 108941.6 10558.6 98383.0 0.0
NBA 86958.7 18445.7 68513.0 0.0
College Football 61309.9 1640.3 59669.6 0.0
Motor Sports 40898.0 26714.0 14184.0 0.0
Figure Skating 18638.6 1228.3 17410.3 0.0
NHL 18496.0 6053.5 12442.5 0.0
Sports Anthology 14758.8 1534.7 12371.6 852.5
