When the NFL completes its TV rights negotiations, a
combined $7B will be committed by five networks over the
next four years, according to Jones, Kirk & Hirsley of the
CHICAGO TRIBUNE. Jones, Kirk & Hirsley: "The competition
for pro football TV rights, which may be resolved within the
next two weeks, is a cutthroat, price-inflating game of
musical chairs. ... Therefore, the price for the rights will
likely be 50 percent higher than the $4.6 billion contract
awarded in 1993. ... Is the bidding crazy? Sure it is.
Stupid? Probably not, because in the media economy created
by televisionland, enormous leaps in sports rights contracts
are part of the game." Westinghouse Chair Michael Jordan:
"The sports business, you have to recognize, is a zero-
profit business. We all essentially run the sports business
at break-even. Hopefully." Jones, Kirk & Hirsley add that
for advertisers, football "is demonstrably the most
efficient way to reach men." FCB Senior VP/Dir of Media
Scot Butler: "Because prime time is eroding so quickly,
sports from an advertising standpoint becomes more
attractive. They [sports ratings] are holding steadier than
anything else out there" (CHICAGO TRIBUNE, 11/22).
