Viacom's CBS has sold about 90% of its advertising inventory in the NCAA basketball tournament, which starts next month, at single-digit percentage price increase vs. a year ago, according to executives. CBS is slightly behind its sales pace of a year ago. Two significant advertisers moved out of the event -- Pizza Hut and Merrill Lynch. But executives say a number of new advertisers -- amounting to $60 million -- have signed on, including IBM Corp., Nextel, Cingular Wireless, Autotrader, Goodyear Tire & Rubber Co., and Fidelity Investments.
Copyright February 2001, Crain Communications Inc.