
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: SATURDAY, May 28, 1994                   TAG: 9405310179
SECTION: BUSINESS                    PAGE: A-6   EDITION: METRO 
SOURCE: By SKIP WOLLENBERG ASSOCIATED PRESS
DATELINE: NEW YORK                                LENGTH: Medium

TOBACCO MAKERS HITCHING TV RIDE

As Emerson Fittipaldi drove to victory in the Indianapolis 500 last year, the auto racing veteran helped his tobacco sponsor get an estimated $5 million worth of something it can't buy directly - TV exposure.

Fittipaldi is in the Marlboro Team Penske racing stable, and his car and uniform carry the cigarette brand's distinctive markings. He defends his title Sunday against a field that includes two other Marlboro-backed drivers.

Some anti-smoking advocates have accused tobacco companies of backing sports events such as auto racing at least in part to get TV exposure they have been unable to buy for more than two decades.

The tobacco companies say that isn't the reason they back auto racing.

Philip Morris Cos. Inc., Marlboro's owner and the world's biggest cigarette company, and the R.J. Reynolds Tobacco Co. say they support the sport because it attracts an above-average proportion of fans who smoke.

``If racing were not televised at all, we would be involved with it, anyway,'' said Ellen Merlo, a Philip Morris executive.

Nonetheless, the sport has been drawing more TV coverage as cable TV service has expanded. The exposure has become a valuable fringe benefit of sports alliances for an industry prohibited from advertising on TV since 1971.

Joyce Julius and Associates, an Ann Arbor, Mich.-based firm that tracks brand exposure during televised sports events, said Marlboro was mentioned four times and its name or logo was on the screen for nearly 14 minutes during the ABC telecast of the 1993 Indy 500.

At the rates being charged for commercial time, the firm said the exposure was worth about $5.1 million.

Reynolds's Winston brand has been sponsoring stock car racing since 1971 and hot rod racing since 1975. The Camel brand began backing Smoking Joe's Racing teams on the stock, dragster and motorcycle circuits this year.

Philip Morris' Merlo said people who attend auto races or are fans of the sport typically are men between 25 and 35 years old, a key demographic group for cigarette makers

Auto racing may also have a less obvious appeal for tobacco companies, which have been under intense fire from critics who say the industry has concealed for years the depth of the health dangers posed by smoking.

``The thrill of danger in watching a car race makes smoking a cigarette seem less dangerous,'' marketing strategist Al Ries said.

Keywords:
AUTO RACING

by CNB