Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: THURSDAY, July 6, 1995 TAG: 9507060072
SECTION: SPORTS PAGE: B-2 EDITION: NEW RIVER VALLEY
SOURCE: ASSOCIATED PRESS
DATELINE: NEW YORK LENGTH: Medium
The strong showing comes even as The Baseball Network, formed less than two years ago to handle baseball commercial sales, has announced plans to disband after this season.
ABC and NBC said last month they are pulling out because major-league baseball was unwilling to guarantee it would keep the venture for 1996.
TBN sold about $18 million in commercial time for the All-Star Game, set to be broadcast by ABC on Tuesday night from Arlington, Texas.
That's a 24 percent increase from the estimated $14.5 million it generated from ad sales for the 1994 All-Star Game on NBC.
Ad buyers say a resurgent advertising marketplace and the lack of competing showcase events like the Olympics helped baseball overcome its labor problems, at least for one game.
But they say advertisers will be watching the ratings for signs of fan disenchantment.
Ratings for the All-Star Game have risen in each of the past two years. A big ratings drop-off could hurt ad sales for a dozen regular-season games and postseason play later this year.
The All-Star ad increase gives major-league baseball a rare moment to savor in a tough period for the sport.
A strike last August ended the season, caused owners to cancel the World Series for the first time in 90 years and delayed the start of this season from April2 to April25.
ESPN has been carrying games nationally two nights a week and on holidays as part of its $255 million, six-year cable contract. Spokeswoman Diane Lamb said the ratings have been down about 6 percent from 1994.
``We felt it would take time to recreate the fan base,'' she said. She said Sunday night game ratings have been improving.
The CBS Radio Networks carry three baseball games a week but advertising is down as are the number of stations carrying it, to 275 from 300 a year ago.
``A number of advertisers have put their money in other areas,'' said Bob Kipperman, general manager of CBS Radio Networks.
He said advertisers have begun talking with him about possible postseason buys.
TBN gives the game its widest exposure, and news of its demise after this year has hurt sales efforts.
``It is more difficult for us to sell in the context of people knowing this is the last year of The Baseball Network,'' TBN president Ken Schanzer said.
by CNB