MLB Network Getting Thumbs Up From Media Buyers

IT is rare that media buyers form a consensus on anything, but in the case of the neophyte Major League Baseball Network, which had its premiere in January, they seem to agree that they like its chances of becoming a successful player in the television sports marketplace.

Executives at the network, two-thirds owned by Major League Baseball and one-third owned by a group of cable and satellite operators, said that it was on target to meet its first-quarter ad revenue projections, with major advertisers like Sprint, I.B.M., Kraft, Domino's Pizza, Geico, Progressive, Sony PlayStation, 2K Sports and Viagra, among others, already on the air. And none of them are among the 18 official M.L.B. sponsors, who, at some point this year, also are expected to jump in with varying amounts of advertising-dollar support.

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