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Volume 24 No. 155
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THE BIG BUCKS: ADVERTISING DOLLARS BY COMPANY AND SPORT

          The following is a continuation of Nielsen Sports     Marketing Service's spotlight series on sponsorships.  The     first chart indicates the Top 20 sports advertisers ($000)     in total expenditures during the second quarter of '98     (April-June) followed by the Top 10 national estimated     expenditures by sport ($000) for the same period:           
TOP 20 LEADING SPORTS ADVERTISERS ($000)
 
COMPANY
TOTAL
COMPANY
TOTAL
Miller Brewing Co.
$38,779.4
Procter & Gamble
$14,090.3
Anheuser-Busch
38,148.1
Nissan
13,409.7
Nike
27,939.7
MasterCard
12,811.0
Chevrolet
20,201.0
Toyota
12,566.3
Ford
17,925.2
M&M/Mars
12,391.6
McDonald's
16,908.5
Mitsubishi
11,678.3
Dodge
16,453.9
IBM
11,264.6
American Honda
14,925.2
Visa
11,182.6
Quaker Oats
14,788.1
AT&T
11,155.2
Coca-Cola
14,111.5
U.S. Army
10,886.4

TOP 10 NATIONAL ESTIMATED EXPENDITURES BY SPORT ($000)
 
SPORT
TOTAL
CABLE
NETWORK
NBA
$382,128.5
$67,761.8
$314,367.2
Motor Sports
125,245.2
93,335.4
31,909.5
Pro Golf
108,926.8
8,333.3
100,593.0
NHL
105,779.0
69,322.0
36,457.0
Sports Commentary
94,752.1
75,096.4
18,682.0
Wrestling
41,451.5
19,448.3
0.0
MLB
33,914.4
26,089.4
7,825.0
Soccer
28,032.5
2,992.5
25,040.0
Figure Skating
23,414.4
179.9
23,234.5
Pro Tennis
19,123.1
3,941.9
15,181.2