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For Card Companies, Last 'Seinfeld' Is Must-Buy TV
Beginning of article
Credit card companies will be angling for front-row prominence as the curtain comes down Thursday night on "Seinfeld."
MasterCard International and Visa U.S.A. have bought advertising time on what is sure to be one of the most-watched programs in television history.
American Express Co., which usually tries to keep high-profile media buys like this under wraps until the event, is also likely to get into the act because the program's star, Jerry Seinfeld, is a company spokesman.
As a place for advertisers to be, the "Seinfeld" finale rivals the Super Bowl-the prices are comparable-and may turn out even better, said Larry Flanagan, MasterCard's vice president of U.S. …
