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Published on .

(July 16, 2001) -- Omnicom Group could be backing out of a special advertising and programming deal behind NBC's Jennifer Lopez special this fall, according to executives close to the companies.

Omnicom -- which had planned to put a number of clients into the show, including PepsiCo -- is balking at a 10% premium over NBC's average commercial prime-time unit price, executives said. NBC's average unit commercial price this season was $198,864, according to Advertising Age's network pricing survey.

If Omnicom pulls out, NBC will focus on finding two sponsors that would buy four units each, and will look to sell 12 units in the hour-long musical show to others.

Copyright July 2001, Crain Communications Inc.

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