ABC TV President Preston Padden "is hopeful about the
success" of the network's 14 World Cup telecasts, according
to Richard Sandomir of the N.Y. TIMES. Padden: "I'm not
suggesting it will overtake 'Monday Night Football' but it
is a building phenomenon. You've got all this built-in
marketing, with kids, coaches and parents. We're glad to
have the franchise. ... It's our Olympics." Sandomir notes
that ABC is "seeking World Cup synergy" by offering soccer-
based programming around the Cup. Two examples: Friday
night's primetime shows will "present brief soccer features
between the programs" and Saturday's cartoon lineup will be
used for a soccer contest (N.Y. TIMES, 6/9).
NUMBER CRUNCHER: Pilson Communications President Neal
Pilson: "The trick will be the U.S. team surviving the first
round, and the ratings will likely be off 15 percent or more
without them." Pilson estimates that with the U.S. team's
tough draw and a six-hour time difference with France, the
"combined" ABC and ESPN-ESPN2 rating "can be expected to dip
between" 2.1 and 2.5, from the combined 2.9 rating in '94.
Pilson estimates that ABC is in "good stead" to make a
profit on its $25M rights fee (MEDIAWEEK, 6/8). In Denver,
Todd Phipers, on Disney's Cup coverage: "Don't blame
television if soccer's World Cup '98 doesn't build interest
in the sport in the United States" (DENVER POST, 6/9)....As
part of its coverage, Fox Sports World will debut Puma World
Soccer on today at 10:00pm ET. The half-hour program, seen
daily through July 13, will feature news from the various
World Cup venues around France (Fox).
MARKET RESEARCH: USA TODAY's Fred Coleman reports on
the number of official World Cup partners spending between
$100-200M to leverage their sponsorships. Coleman: "Despite
the staggering sums, all are confident they will make money
on the deal through higher sales and market shares." Big
companies "increasingly see the World Cup as the most
effective sports sponsorship money can buy." MasterCard
VP/Publicity Marianne Fulgenzi touts the on-field exposure
they receive: "In the World Cup, we average 7 1/2 minutes
per match in which our logo is on camera" (USA TODAY, 6/9).
MasterCard Senior VP/Global Promotions & Sponsorships Mava
Heffler, on the Cup's international appeal: "It's not just
about what's going on in France. It's about what's going on
in Hong Kong and Latin America. Whatever it is, we see
results triple or quadruple" (DALLAS MORNING NEWS, 6/9).
...Reebok will sponsor 40 individuals in the World Cup (Ian
Phillips, AP, 6/9)....World Cup officials say that 73% of
French people watching the '94 Games could recall at least
one sponsor, and 60% came away with a "very favorable" view
of sponsors (Ian Phillips, AP, 6/9).
