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Beer ads curtailed in NCAA hoop tourny.

Beer ads curtailed in NCAA hoop tourny

Besides the $1-billion deal between CBS Inc. and the National Collegiate Athletic Association for televised coverage of seven years of college basketball tournaments, the new contract also calls for the reduction of beer commercials that can air during a broadcast, an NCAA spokesman said after the deal was closed recently.

Beginning in 1991, brewers will be allowed only two 30-second commercials per hour instead of the current three, said Jim Marchiony, director of communications, NCAA. The reduction, called for by the NCAA during contract negotiations, seemed necessary because most college students who attend, watch or play in the post-season tournaments are under the legal drinking age, Marchiony explained.

Additionally, Anheuser-Busch has agreed with the NCAA to run a balance of beer ads that promote responsible drinking versus commercials promoting the brewer's products. Although the commercial reduction does not go into effect until next season, Anheuser-Busch has "taken the lead and begun airing their responsible consumption spots" during the 1989-90 season, Marchiony said.
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Title Annotation:National Collegiate Athletic Association basketball tournament
Publication:Modern Brewery Age
Date:Dec 4, 1989
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