• Mediaweek, Wednesday, July 18, 2007 10:45 AM

CBS is nearing a sellout for its upcoming broadcasts of the U.S. Open tennis championship, with 90% of inventory already gone -- and the Tiffany Network is also commanding mid-to-high single digit cost per thousand increases for its spots.

Among the new sponsors this time around are Aviva, Canon, Fed Ex and ING and Valspar. CBS is aiming to have over 40 advertisers signed up by the time of its first telecast. "The tennis marketplace has been more active and healthier this year than it has been the past few years," says John Bogusz, CBS executive vice president for sports sales.

Plans call for televising the first weekend of action Sept. 1 and 2 with three more days Sept. 7-9 that will feature the semifinal and final matches for a total of about 37 hours of coverage.

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