CBS Sports Network Rolling Out NFL-Themed Programming In '12

CBS is airing its first NFL content on the CBS Sports Network this upcoming season, and the network is planning to create more original programming for the cable station. The channel is in 47 million homes, and CBS wants to use NFL shows to drive distribution. “This is our first foray into NFL regularly-scheduled programming,” CBS Sports Chair Sean McManus said this afternoon following the net’s annual NFL media roundtable. The new show is called “NFL Monday QB,” and will air on Mondays during the NFL season. It will feature CBS analysts like Dan Marino, Boomer Esiason and Dan Fouts.

CBS today also confirmed media reports that it has sold 85% of its ad inventory for the NFL season and Super Bowl XLVII, with 30-second spots for the title game going for as high as $3.8M. Advertisers include Anheuser-Busch and Pepsi, and CBS execs said the automotive category is very aggressive. CBS has also sold entitlements to all of its CBS pre- and postgame shows, but declined to disclose the companies.