TV Guide Race-Car Promo Drives Sales


TV Guide Inc. said last week that its "Star Car
Cross-Country Tour" generated $700,000 for affiliates in 12 markets.

The tour brought the Winston Cup team's Ford Taurus into
the markets of affiliates participating in TV Guide Networks' inaugural local ad-sales
promotion, promotions manager Emily Hoffman said last week.

Besides TV Guide, other team sponsors with logos
splashed on the car included PrimeStar Inc., Goodyear Tire & Rubber Co., 3M Co. and
TruServ Corp.'s True Value.

The Tour concludes Tuesday (Dec. 14) at Charter
Communications Inc. in Los Angeles.

Hoffman, who managed the promotion, said cross-channel
promotion spots and regional magazines supported the tour, with prizes totaling $17,000.

The taggable promos -- which ran regionally on TV Guide
Channel -- featured Nancy O'Dell, co-anchor of the syndicated Access Hollywood
show. In addition, marketing support included full-page ads in market-specific editions of
TV Guide and point-of-sale materials.

AT&T Broadband & Internet Services took part in the
most markets -- San Francisco earlier this month, as well as Chicago, Denver, Dallas and
Tulsa, Okla., Hoffman said.

At the AT&T Broadband system in Chicago, marketing
manager Franca Gisiner called the tour promotion "successful and lucrative."

Among other operators and interconnects participating,
Hoffman said, were Time Warner Cable in Staten Island, N.Y., Charlotte, N.C., and Tampa,
Fla.; Cable Advertising of Metro Atlanta; Radius Communications in Philadelphia; and
Cablevision Systems Corp.'s Cablevision of New Jersey.

Given the starring role of Ford Motor Co.'s Taurus, Hoffman
said, many affiliates, not surprisingly, booked local Ford auto dealerships -- for
example, in Staten Island, Philadelphia and Denver.

Elsewhere, the list of local clients ranged from Grand Prix
Fun Centers (in Dallas and San Francisco) to an outdoors/sporting goods retailer, a sports
bar and a manufactured-homes supplier, she added.