TBS/TIME WARNER PLAN $50M AD BLITZ TO SPREAD THE GOODWILL
TBS and Time Warner will begin a $40-50M "media blitz"
this week for the Goodwill Games, according to Jim Cooper of
MEDIAWEEK. Cooper: "But even before the first runner hits
the track, Time Warner knows it will again lose money on the
Games -- this time about $10-20M, a smaller loss than four
years ago." The Games have sold out its 16 sponsorship
slots, and the "major sponsor deals will make up about" 70%
of the Games' ad revenue, "which is expected to total" $50M.
Additional revenue from overseas business and ticket sales
is "expected to narrow the overall loss" to $10-20M, based
on $100M in expenses. Cooper reports that media buyers have
"mixed opinions about both the importance and viability of
the event." One "major" sports buyer: "It's not a priority
for people to watch, and it's not a priority to buy. I bet
if you went out on the street and asked about 10 New Yorkers
what they were, eight wouldn't know" (MEDIAWEEK, 6/22).
MEDIA LINEUP: TBS's track and field announcer lineup
for the Goodwill Games will include former Olympians Carol
Lewis, Marty Liqouri, Mike Powell and Dwight Stones, along
with Turner Sports' Ernie Johnson and Craig Sager (TBS).