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SBD/Issue 234/Sponsorships, Advertising & Marketing
CBS, NBC Experience Slow Ad Sales Market For Super Bowl, Olympics
Published August 24, 2009
NFL PRICING DOWN SLIGHTLY: MEDIAPOST's Wayne Friedman reported the NFL's TV ad sales "continues to be a late-moving and fragile marketplace, with most of the bigger agencies yet to do deals with CBS, Fox and NBC." While NFL pricing "has not declined as much as many broadcast and cable prime-time shows," media execs said that CPM pricing is "down anywhere from 3% to 4% versus a year ago." Media execs estimated that NFL unit pricing "for top games on CBS and Fox" will be around $275,000-300,000 and more for a 30-second spot this year; "upwards of $400,000 and more for NBC; and about $300,000 and more on ESPN." One media agency exec said that ESPN "is well sold for 'Monday Night Football' this year -- it has either closed or is near closing virtually 90% of its inventory." However, Friedman noted ESPN "runs fewer commercials than the broadcasts networks' NFL games -- just 46 30-second commercial units." Meanwhile, one "thorny issue still surrounds this year's deal-making: That of commercial ratings, so-called C3 guarantees -- commercial ratings plus three days of DVR playback." TV advertisers "want them; NFL television networks have been largely opposed" (MEDIAPOST.com, 8/21).