ABC Reportedly 90% Sold For Super Bowl XL Ad Inventory

ABC, GoDaddy.com Working On Approval For Super Bowl Spot

ESPN/ABC Sports Customer Marketing & Sales President Ed Erhardt indicated that “with the exception of one 15-second spot, ABC has sold out the first half of Super Bowl XL,” according to Steve McClellan of ADWEEK. Erhardt added that the automotive and financial services/insurance categories “were exceptionally strong.” McClellan notes GM and Ford “are believed to be in the game,” while a Chrysler rep said that the company “had not finalized” its plans. The Super Bowl will be held in Detroit, where the auto companies are based. Some foreign auto brands “are also in play,” but sources said that ’05 advertiser Volvo is out. In the financial services category, only Ameriquest is known as an in-game advertiser, though sources said that MasterCard “is considering purchasing some time” (ADWEEK, 1/9 issue). Erhardt also said that a “number of dot-coms are still ‘sniffing around.’” But AD AGE’s Abbey Klaassen notes Amazon, eBay, Yahoo, Google, Microsoft and AOL “have all said they’ll stay on the sidelines.” ABC’s inventory “is about 90% sold, just shy of where Fox was at this point last year.” ABC has “about eight more spots” left for the game, and while first-half spots sold for an average of $2.5M, second-half spots have sold for about $2M. One media buyer who is still examining options for a client said, “There will be quite a few paying below $2[M]” (AD AGE, 1/9 issue). Erhardt, on GoDaddy.com’s spot being cleared by ABC’s standards and practices division: “We’re optimistic about getting it done” (HOLLYWOOD REPORTER, 1/10).