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Non-Tech : Action Performance....ACTN

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To: Tokyo VD who wrote (97)	9/23/1998 6:48:00 PM
From: CMS27	of 278

>>I admit, TV ratings are just one metric. But, that is a metric that has been cited as evidence of the growth of the sport. You can't have it both ways and use data when it supports your argument and abandon it when it doesn't.<< I don't think my point abandoned that argument. I simply guessed there could be reasons other than a slow down in growth to explain a change in ratings. I still would prefer to look at the ratings as a trend and not a snapshot. Your data was through July and included CBS. Well for one thing CBS does very few NASCAR races but the one they do is Daytona which didn't happen. That could be one such viable explantion. As for the internet competing with TV, it was something I heard at one time. I'm not sure if I could find supporting evidence or news accounts. I was just relaying something I had heard and it seems like a viable speculation to me. "A net increase in veiwership..." I was simply pointing out that many people travel and do various things for the 4th of July. I know I had planned a "Daytona under the lights" party for that weekend and found that most of my friends with kids were obligated to take them out to a fireworks show and couldn't come. Now the race will compete with college football. It's a pure guess as to what the net effect will be. I'll change my stand to a "who knows" from a "net gain". "What does it matter when I think the accounting is aggressive, management squirrelly, and visibility limited at best." The accounting is something that I would have a hard time debating. I do know when you have recent aquisitioins the accounting picture and year to year comparisons become quite cloudy. I would expect the management to use accounting to it's advantage. Is that dishonest? No that's just business as usual in the good old USA. Management squirrelly? If you look at them in terms of leadership in thier business I think you have to agree they have done an excellent job. Signing the biggest names in NASCAR and leading the collectibles and merchandising business. I'm not sure you can call the management of the #1 company in it's field squirrelly and be entirley correct. Thier visibility does not come from TV. I don't think you realize this. I have yet to see a single Action ad during any race broadcast. If you go to the track and see the merchandise trailers lined up, and lately with the employees on board in Action uniforms, the bags they hand out with Action printed on them, then you would see that they are extremely visible to thier target market. Scott

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