SBD/Issue 5/Sponsorships, Advertising & Marketing

Super Bowl Ad Sales Gaining Steam For CBS As Hyundai Commits

Ad sales for Super Bowl XLIV "appear to be moving more briskly than anticipated given the current economy, with CBS now selling approximately 70% of its inventory for the game," according to a source cited by Steinberg & Parekh of AD AGE. Hyundai is the latest company to join the roster of game advertisers as it has "purchased two spots" during the broadcast. The car company, which "took more prominence in last year's event when General Motors pulled out in the wake of economic considerations, will use its in-house agency Innocean to craft the spots." Steinberg & Parekh noted the "ad-sales climate for the game remains challenging," as NBC at this time last year "had sold more than 80% of its inventory." However, the "recent spate of activity offers encouragement." A source said that CBS has "sold ad time for top positions for prices between" $2.5-3M, and that the net has "pushed ad time in pre-game broadcasts and has sold sponsorships for blocks of that inventory." Meanwhile, ad sales execs "remain hopeful that some Super Bowl perennials who abandoned their longtime [roots] in the contest last year will return." FedEx, which sat out Super Bowl XLIII after appearing in 11 straight broadcasts, has said that it is "mulling whether it should appear" during this year's game (, 9/17).

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