CBS Has Reportedly Sold 65% Of Ad Inventory For Super Bowl XLIV

CBS has sold 65% of the available commercial spots for Super Bowl XLIV, an "impressive amount considering the still-dire economic circumstances," according to sources cited by Steve McClellan of ADWEEK. NBC at this point last year had sold 85% of its Super Bowl inventory, but CBS has "had to battle the full force of the financial crisis that began in September 2008." Sources said that CBS has sold approximately 40 30-second spots for the game "out of a total of 62 on offer." The spots are selling "in the range of" $2.7-2.8M, which is "flat to slightly lower than what NBC achieved" for Super Bowl XLIII. However, it is also "flat to slightly higher than what Fox did" for Super Bowl XLII in '08. But CBS sources said that pricing for the game is "'in line' with what NBC received last year, but declined to elaborate." An ad buyer indicated that CBS is "telling potential customers that lead-off spots in pods (known as 'A' positions) are fully booked through the first half of the game." CBS has also "made significant progress selling the pre-game show." Sources said that "most of the so-called 'presented by' sponsorships (about a half dozen of them) during that time have been purchased." Confirmed advertisers for the game include A-B InBev, CareerBuilder.com and PepsiCo. CareerBuilder is "implementing a user-generated component to its Super Bowl marketing plan." Meanwhile, McClellan notes "most of the major media shops are close to wrapping up their regular-season NFL deals with NBC, Fox, CBS and ESPN." Buyers said that regular-season pricing "is said to be down" 1-3%, "depending on the deal" (ADWEEK, 8/31 issue).