SBD/Issue 52/Sponsorships, Advertising & Marketing

Hitting The Wall: Remaining Super Bowl Ad Spots Slow To Sell

Most ad slots for NBC's broadcast of Super Bowl XLIII in Tampa on February 1 that were not sold in September "still haven't moved, a change from earlier in the year when NBC announced the air time had been selling faster than usual," according to Yao & Nakashima of the AP. Traditional Super Bowl advertisers like FedEx, Garmin, Salesgenie.com and GM are "sitting out" this year, but NBC said that it is "actively negotiating with other potential advertisers for the eight 30-second advertising spots that remain open." NBC Sports Senior Dir of Communications Brian Walker said that NBC had a "total of around 67 spots for Super Bowl XLIII and has sold about 59." Anheuser-Busch will again advertise during the game, and A-B Exec VP/Global Industry Development & Chief Creative Officer Bob Lachky said, "It's a bit of a scary time for marketers, but I think this is the best time of all to put out a positive image. It's one little island of normalcy in a time when things are a little crazy." Yao & Nakashima reported A-B "filmed its commercials on a Warner Bros. studio lot" in Burbank, California, last week. One of A-B's new commercials, which was directed by Joe Pytka, "features a Clydesdale who immigrates from Scotland" (AP, 11/25).

TAKE THIS JOB AND LOVE IT: USA Today's Laura Petrecca notes both Career Builder.com and Monster.com, the nation's "two largest on line job-listing companies," will both air ads during NBC's coverage of the Super Bowl. Career Builder CMO Richard Castellini said that the company is "targeting a 'dual audience' of both job seekers and employers" with its two Super Bowl spots. Monster CEO Sal Iannuzzi added that his company is "also trying to reach both groups with its Super Bowl ad buy -- and to tout a website revamping that cost 'several hundred million dollars'" (USA TODAY, 11/26).

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