Path: bloom-picayune.mit.edu!snorkelwacker.mit.edu!news.media.mit.edu!americast.com!americast.com!usa-post Newsgroups: usa-today.ads From: usa-post@AmeriCast.Com Organization: American Cybercasting Approved: usa-post@AmeriCast.com Subject: ads Wed, Jun 10 1992 Date: Wed, 10 Jun 92 05:20:05 EDT Message-ID: 06-10 0000 DECISIONLINE: Advertising USA TODAY Update June 10, 1992 Source: USA TODAY:Gannett National Information Network `48 HOURS' COMES IN SECOND: CBS anchor Dan Rather and his "48 Hours" newsmagazine wound up with the No. 2 show in the weekly ratings race. That was the highest ranking ever for "48 Hours." Among other newsmagazines, CBS' "60 Minutes" fell two slots to No. 6; NBC's "Dateline NBC" achieved its highest ranking to date (No. 16); ABC's "PrimeTime Live" was No. 15 and "20:20," No. 17. (For more, see special Ratings package below.) FM HAS BECOME MORE POPULAR: Half of adults listen to FM radio at home, according to a 1991 survey of 2,000 adults by the Roper Organization. That compares to just 19% for AM radio. In 1986, 36% of adults listened to AM at home and 31% listened to FM radio. PEROT COULD BUY LOADS OF ADS: A presidential campaign financed by Ross Perot's fortune is almost unimaginable. Political ad experts say he could go first-class. One 30-second ad during TV's three top-rated shows in the top 10 media markets from now until the election would cost $8.6 million. A series of 30-minute prime time network programs could be had at $600,000 a pop. CANDIDATES COULD HELP `TODAY': Bill Clinton's visit Tuesday and Ross Perot's scheduled appearance Thursday on "Today" could give the NBC show a big boost in its ratings battle with ABC's "Good Morning America." Said anchor Bryant Gumbel, who handled the Clinton segment: "Somebody will suggest that we did it as a gimmick to boost ratings, but I'm not going to worry about that." PRUDENTIAL TO RUN NATIONAL ADS: Prudential Securities said Tuesday it will introduce a new national advertising campaign this week, developed to increase individual investor awareness. The new campaign represents Prudential Securities first national ad effort in more than a year, and is the first to run under the firm's new name. Initially, print ads will run in financial newspapers and periodicals. BILL WOULD BAN UNSOLICITED ADS: Unsolicited delivery to private homes of shopping circulars, newspapers, magazines and other commercial advertising material would be illegal in New York under a bill proposed by Assemblyman Robert Sweeney, D-Suffolk County, and Sen. William Larkin, R-New Windsor. It prohibits anyone other than the U.S. Postal Service from leaving commercial ads on private lawns. POSTAL WORKERS SUPPORT BILL: The U.S. Postal workers union supports a bill that would prohibit leaving ad material at private homes. The bill has drawn swift opposition from newspaper executives and a statewide publishing group, which argue it would violate free-speech rights. Opponents say the bill doesn't specify who will determine a publication's newsworthiness. GROUP WANTS AD PULLED: John Hancock Financial Services TV ad that shows a young girl who stutters typing on a computer has angered speech professionals. They say the ad implies stuttering is not treatable and stutterers must choose careers that don't require face-to-face communication. Wednesday, American Speech-Language-Hearing Association will ask Hancock to pull the ad. Hancock says it won't pull the ad. UNDERWEAR MAKERS GO AFTER WOMEN: Top-ranked underwear maker Fruit of the Loom hopes to build its 18% share of the women's market with new ads featuring actress Teri Garr for its Feminine Style collection. Hanes, with a 16% share, is featuring supermodel Carol Alt and actress Phylicia Rashad for its Hanes Her Way campaign. Jockey International, with a 3% share, is using former gymnast Nadia Comaneci to hawk Jockey For Her. BILLBOARD LIMIT APPROVED: The Missouri House Transportation, Highways and Public Works committee approved a Senate-passed bill Tuesday that limits billboards on Interstate 49. The panel amended the bill to conform to a House-passed bill that has fewer restrictions on billboards than the Senate bill. SPECIAL PACKAGE ON RATINGS: NBC WINS WEEK: NBC won the ratings race this week, due mainly to the strong showing of the National Basketball Association Finals between the Chicago Bulls and the Portland Trail Blazers. The first three games all were in the top 10, ranking 7, 8 and 9. ABC came in third but won Tuesday with "Home Improvement" (No. 3); "Roseanne" (No. 1); and "Coach" (tied with "Cheers" at No. 4). `JULIE' COMES IN LAST: ABC's summer replacement series "Julie" ranked dead last (No. 88), trailing Fox's new series "Vinnie & Bobby" (No. 84). And even supermodel Cindy Crawford couldn't lure viewers to "Fox:MTV Guide to Summer" (No. 80). ABC won the evening news race, followed by CBS and NBC. (End of package.) Advertising Editor: Ed Kelleher. (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