NBC "has decided to drop out of college basketball
altogether" after this season to focus on the NBA, according
to Langdon Brockinton of MEDIAWEEK. An NBC Sports
spokesperson: "Our commitments are concentrated on the NBA."
NBC has had a "limited" college basketball schedule since it
acquired the rights to the NBA in '90, "primarily" involving
Notre Dame games the past few years, and with the "glut" of
college basketball games on the airwaves these days, its
exit "should have negligible impact." However, Brockinton
writes that "the overabundance of telecasts is a primary
reason for college b-ball's ratings lethargy on the
broadcast networks." NBC's four broadcasts this season, for
example, averaged a 1.1 rating -- down 35% from a 1.7 for
six broadcasts last season (MEDIAWEEK, 3/9 issue).
NCAA TOURNAMENT: Brockinton also reports that CBS has
sold "about" 95% of its commercial time for the NCAA
Tournament. Newcomers "said to be among" CBS's roster
include IBM, Volvo, Taco Bell, MGM, NEC, Nextel, Walker
Mufflers, BMW, Isuzu, Conseco and Uniden. Another newcomer,
Microsoft, will sponsor a new on-air enhancement called Data
Bank, featuring stats and other game info. Brockinton adds
that "word is" the sold NCAA inventory "does not include any
Olympics makegood spots resulting from CBS' Winter Games
ratings underdelivery." Media buyers said that "it remains
to be seen" whether some of the remaining 5% of the
inventory may be used for makegoods (MEDIAWEEK, 3/9).
