Path: bloom-picayune.mit.edu!snorkelwacker.mit.edu!news.media.mit.edu!americast.com!usa-post Newsgroups: usa-today.ads From: usa-post@AmeriCast.Com Organization: American Cybercasting Approved: usa-post@AmeriCast.com Subject: ads Thu, Apr 30 1992 Date: Thu, 30 Apr 92 05:41:14 EDT Message-ID: 04-30 0000 DECISIONLINE: Advertising USA TODAY Update April 30, 1992 Source: USA TODAY:Gannett National Information Network COMPUTER FIRMS TURN TO TV ADS: Computer companies Intel Corp., Microsoft Inc. and Digital Equipment Corp. are jumping into the world of television advertising. Previously, the firms' advertising venue of choice was computer-industry magazines. That has all changed, now that computer software, chips and personal computers have become widely-known consumer items. (For more, see special Computer package below.) SOME SHOWS ARE ON BUBBLE: The networks are making final calls on which shows will return. The two biggest question marks are NBC's "I'll Fly Away" and ABC's "Homefront." Others on the bubble: NBC's "Powers That Be;" CBS' "The Boys of Twilight," "Street Stories" and "The Human Factor; ABC's "Civil Wars," "Room For Two" and "Sibs;" and Fox's "Stand By Your Man," "Sightings" and "Code 3." LITTLEFIELD HASN'T DECIDED YET: The 2,000-member Viewers for Quality Television group is bombarding NBC Entertainment President Warren Littlefield with letters to renew "I'll Fly Away" and "Reasonable Doubts." "Every bit helps," says Littlefield, who says he won't make a final decision on the shows until he sees his fall pilots. NBC announces its fall plan May 18. NEW SHOW WANTS TUESDAY SLOT: "The Jackie Thomas Show" is lobbying to get a great time slot on ABC. It wants to air right after "Roseanne" on Tuesday nights. Should ABC make the move, Hollywood conjecture says "Coach" would move to Wednesdays at 9 p.m. EDT:PDT, followed by either the new Delta Burke sitcom "Delta" or "Room for Two." "Home Improvement" would shift to Wednesday at 8 p.m. LEARNING CHANNEL TO AIR `MATH': Beginning May 9, The Learning Channel will launch "Mad Math" (9 a.m. EDT:6 a.m. PDT), the first program in a new Saturday morning educational programming block. The show combines animation with live-action characters. Discovery Communications Chairman John Hendricks plans to have other programs about earth science and natural science airing within six months. JUKEBOX ATTRACTS ADS: The Jukebox Network said Wednesday it has expanded its advertiser base and received commitments from RJR Nabisco, Nintendo and Disney:Buena Vista Pictures. These new campaigns on The Jukebox Network, the all-viewer-programmed, free-to-watch music television network, will start in May. SPORTS ADVERTISERS GET BONUS: Networks say advertisers on TV sports aren't getting what they pay for. They're getting more. A Nielsen study for ABC said out-of-home viewership - principally from restaurants, bars and colleges - added an extra 1.2 rating to ABC's 15.7 "Monday Night Football" average rating last year. NUMBERS UP FOR TBS: Turner Broadcasting Service's Atlanta Braves cablecasts, through 13 games, are averaging a 2.2 rating (about 1.254 million homes). That represents a 29% ratings increase from 1991. The Braves got off to a slow start, but now have won five straight. NFL PROPERTIES SIGN TOP PICKS: NFL Properties, the league's licensing arm, confirmed the signing of 111 draftees, including 11 of the top 28 picks, to merchandising contracts. John Flood, executive vice president of NFL Properties, said most of the first-round picks signed two-year deals for $150,000, plus $50,000 up front. SPECIAL PACKAGE ON COMPUTER: TV ADS ARE A MUST: Henry Heisler, corporate advertising manager at Digital Equipment Corp., says advertising on TV is a must for computer companies these days. "The market has grown dramatically for computer-literate people," he said. "If we are going to grow as a company, we must reach them in entertaining ways," Heisler said. MICROSOFT SPENDING $8 MILLION: Evidence of the push into TV can be seen in a change in advertising spending. Digital is now spending about 30% of its advertising budget on television, Heisler said. Microsoft is reportedly spending $8 million on TV ads over the next four years. Intel would not disclose ad spending. COMPETITION IS GETTING TOUGH: Bill Ablondi, vice president of the desktop publishing group at consulting firm BIS Strategic Decisions, says the ads build awareness. Another reason for the ads is competition within the computer industry. IBM recently released its OS:2, 2.0 operating system which competes with Microsoft products. Digital is adding new products to catch up in the PC market, Ablondi said. INTEL TRYING TO EDUCATE: Intel's "Computer Inside" campaign is geared to educating the public about what is inside a computer, said Intel spokeswoman Anna Laurita. That way computer buyers will know what to ask for. "Of course, we'd love them to ask only for Intel," Laurita said. (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