Olympic fire sale

Mandese, Joe; Dagnoli, Judann
February 1992
Advertising Age;2/3/1992, Vol. 63 Issue 5, p1
Trade Publication
This article reports on the impact of the steep discounting on the coverage of the 1992 Winter Games by CBS on Olympic advertising time, according to traditional premium advertisers. Network and agency sources estimated CBS had less than 5 percent of its Olympic commercial inventory remaining, but the last-minute move has tarnished the expected advertising revenues. Buyers estimate the prime-time cost per thousand for Olympic buys has fallen about 47 percent to $8. That is about what conventional prime-time network programming during the period would cost. Those good deals have brought in a flurry of last-minute buys by a variety of advertisers, including American Home Products Corp. and American Isuzu Motors.


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