When the rights reverted to Warner Bros. in 1985, CBS aired the film one last time on network television in its theatrical version.
Normally advertisers buy time on network programs with a guarantee of certain audience figures.
The strength of advance sales of commercial time on network and cable television was the surprise of the spring.
The cancer society plans to buy time on network and cable channels from Sept. 17 to Thanksgiving, said Greg Donaldson, the group's vice president for corporate communications.
Innumerable dot-com start-ups sought instant recognition by buying up commercial time on network television in the season ending this month.
On Saturday night, however, the U.F.C. will seek to make its way into the mainstream, appearing for the first time on network television.
Toyota is not an official sponsor of the N.F.L., but it advertises with individual teams and buys commercial time on network game broadcasts.
The fund-raising has so exceeded its projections, aides said, that the campaign decided to take the rare step of buying time on network television, including a half-hour informercial in prime time across several networks later this month.
It bought time on network shows like "60 Minutes" and "Everybody Loves Raymond," programs that would be nearly out of the question for public service announcements surviving on donated time.
