Path: bloom-picayune.mit.edu!snorkelwacker.mit.edu!americast.com!americast.com!usa-post Newsgroups: usa-today.ads,americast.usa-today.ads From: usa-post@AmeriCast.Com Organization: American Cybercasting Approved: usa-post@AmeriCast.com Subject: ads Thu, Nov 5 1992 Date: Thu, 5 Nov 92 05:22:46 EST Message-ID: 11-05 0000 DECISIONLINE: Advertising USA TODAY Update Nov. 5, 1992 Source: USA TODAY:Gannett National Information Network CLINTON'S EFFECT AWAITED: Bill Clinton's victory in the Presidential election won't bring an immediate shot in the arm for the battered advertising industry, but its prognosis might improve. Ad spending and ad agencies have suffered mightily during the recession. Last year, spending by the top 100 advertisers fell 3.9% to $33.7 billion. While there may be new optimism, marketers won't soon follow with bigger budgets. (For more, see special Clinton package below.) INFINITI PICKS NEW ACCOUNT: The Infiniti luxury car division of Nissan Motor Corp. said Wednesday it shifted its USA advertising account to Chiat:Day:Mojo Inc. from Hill, Holliday, Connors, Cosmopolous Inc. Moving the account, which is worth about $75 million a year, consolidates Nissan's advertising and public relations accounts with with Chiat:Day:Mojo, based in Venice, Calif. AT&T TO SPONSOR NBA: AT&T said Wednesday it has signed a multi-year agreement to become the official telecommunications sponsor of the National Basketball Association. The agreement gives AT&T exclusive domestic promotional rights in the telecommunications category, including long distance service, telephone equipment, facsimile machines, cellular phones and calling cards. ABC WINS RATINGS WEEK: In a week dotted with politically themed programs and Halloween treats, ABC was elected the weekly ratings winner. "Roseanne's" boo-fest was back on top as the No. 1 program of the week. A Halloween-themed "Home Improvement" tied at No. 5 with NBC's political parody, "Saturday Night Live's Presidential Bash" - the highest rated NBC program since the season premiere of "Cheers." NBC AND CBS SHARE SECOND: NBC and CBS shared second place in the weekly ratings war. CBS' "60 Minutes" was No. 2; "Murphy Brown," No. 4; but "Bob" slipped to No. 66. "In the Heat of the Night's" season premiere, starring Carroll O'Connor, ranked No. 26. Halloween episodes scared up high ratings for Fox's "The Simpsons," ranked No. 20, its best performance since March 26; and "Martin," ranked No. 31. GROUP SHOOTS AD IN BEIJING: The first U.S. filmmakers allowed to shoot footage in the Forbidden City of Beijing were brought in to shoot an ad. The Chinese government asked Olympic filmmaker Bud Greenspan's Cappy Productions to shoot a short promotional film to be shown at an International Olympic Committee meeting Thursday to hype Beijing's bid for the 2000 Olympic Games. DAILY NEWS IS ON TOP: The New York Daily News posted dramatic increase in daily and Sunday circulation for the latest six-month period, according to figures released by the Audit Bureau of Circulation. The News was the only New York tabloid to achieve year-over-year circulation gains during the period. Daily circulation is up to 777,129. The gain puts The News back in first place among New York tabloids. RELIGIOUS WAR COMES BACK TO TV: Patrick Buchanan, who quit his CNN "Crossfire" position and his chair on the syndicated "McLaughlin Group" to run for president, returns to the group this weekend for a guest appearance to discuss the election. CNN has been talking to him about returning and John McLaughlin would no doubt love to have his old buddy:soulmate back on as a regular. GROUP PUTS IN 2 CENTS: Viewers for Quality Television, the folks who make it their business to steer us toward good stuff on TV, wants people to tune into Saturday's "Brooklyn Bridge" (CBS, 8 p.m. ET:PT). The low rated but critically acclaimed show, the group says, could be dumped unless ratings increase. SPECIAL PACKAGE ON CLINTON: CONSUMERS WILL DICTATE SPENDING: Ad executives say of Bill Clinton's election that marketers will take their cue from consumers, rather than from the new President. "The first thing everybody has got to see is the consumer confidence go up," says Peter Krivkovich, of Chicago-based ad agency Cramer-Krasselt, which creates ads for Southwest Airlines and NutraSweet. "It's going to take proof rather than promise." INDUSTRY URGES CAUTION: Ad agencies, like the rest of the USA, have heard before that the end of the recession is near. "Remember back at Desert Storm, there was hope that that would jump start us," says Richard "Bink" Garrison of Boston ad agency Ingalls, Quinn & Johnson."Everybody is looking for the jumper cables, but we don't even have a tow truck hooked up yet." CLINTON WILL PROVIDE OPTIMISM: Clinton's election could at least lift the mood of consumers and that should lighten the tone of advertising. Clinton's victory "will affect the advertising industry's heart, not our wallet," says Reiman. "Clinton is about growth. If there ever was a kinder gentler advertising, or an environmentally sound time in advertising, then you'll see it (now)." (End of package.) Advertising Editor: Martin Baucom. (1-919-855-3491) Making copies of USA TODAY Update (Copyright, 1992) for further distribution violates federal law. This article is copyright 1992 Gannett News Service. Redistribution to other sites is not permitted except by arrangement with American Cybercasting Corporation. For more information, send-email to usa@AmeriCast.COM