Fox's second year selling MLB is examined by Eric
Schmuckler of MEDIAWEEK. Although media buyers have said
that Fox faces a "difficult road after less-than-stellar"
ratings in its first season televising MLB, the addition of
coverage on fX and Liberty/Fox Sports Net this season means
a new chunk of national inventory available. Fox recently
named longtime TBS exec Lou Latorre to handle baseball sales
for both outlets. fX, with more than 30 million homes, will
have a Monday-night game and Fox Sports Net, in about 40
million homes, will offer a Thursday-night game.
WHERE'S THE BEER? Schmuckler notes that "what's
shocking is how much the beers have backed off from baseball
nationally." While it continued its "hefty" local baseball
efforts, A-B "apparently" bought no national spots last year
even though it bought a national sponsorship in '96 and
became the official beer of baseball. One sports buyer, of
MLB: "On Madison Avenue, it's the third sport (behind pro
football and basketball) -- actually, it's fourth, behind
golf" (MEDIAWEEK, 2/17 issue).
