Turner nears revenue goal for British Open

IBM, Lexus, MasterCard International and Qwest Communications are among the advertisers on TNT's first-ever coverage of the British Open.

As of last week, Turner Sports had sold more than 80 percent of the commercial time for TNT's 28 hours of live and taped telecasts of the 2003 edition of the Grand Slam golf tournament, set for July 17-20 at the Royal St. George's Golf Club in Sandwich, England.

Turner is in talks with undisclosed companies in categories including financial services, computer and motion picture, said Trish Frohman, senior vice president of Turner Sports Sales.

"We feel very confident we will hit our revenue goal," Frohman said, declining to disclose the figure. She said she was pleased with the sales effort amid what has been a relatively weak golf TV ad marketplace this year. For example, she noted that spending by financial-services companies is down.

As is customary, some of the inventory will be held back — probably about 10 percent — so that units will be available for make-good spots in the event of ratings underdelivery.

TNT will tee off its coverage of the golf major with a preview special airing July 17 from 6:30 to 7 a.m. Eastern and Pacific time. The half-hour show will run live in the East.

TNT, which holds the exclusive U.S. cable TV rights to the British Open through 2009, will provide coverage of all four rounds of this year's Open: 7 a.m. to 7 p.m. Eastern and Pacific time July 17-18, 7 to 9 a.m. July 19, and 6 to 8 a.m. July 20. The cable network's East Coast feeds will be live on July 19 and 20 and live and taped on July 17 and 18.

Broadcast TV rights holder ABC will pick up the coverage after TNT's coverage signs off July 19 and 20. ABC also is scheduled to televise late-night highlights shows July 17 and 18, afternoon recap shows July 19 and 20, a preview special July 13 and a show titled "Jack Nicklaus' Greatest British Open Memories" on July 19.