SBD/Issue 19/Sponsorships, Advertising & Marketing

In The Red Zone: CBS Nearing 80% Sold For Super Bowl Ad Inventory

CBS is "close to selling out approximately 80% of its ad inventory for Super Bowl XLIV," according to a source cited by Brian Steinberg of AD AGE. The source said that CBS is "still hesitant to force a price point into its discussions" with advertisers, but thus far has sought between $2.5-3M for a 30-second spot during the February 7 game. The Super Bowl is "shaping up as a showcase for feisty ad battles." Both PepsiCo and Coca-Cola are advertising during coverage, and sources indicated that is "expected to join the fray ... lining up for consumer attention against CareerBuilder." Monster's advertising is "expected to be related to a promotion that would make one Monster fan an 'ambassador' for Monster and the NFL." CareerBuilder has already said that it will run one ad, "expected to show up early in the second quarter of the game." A-B InBev, Hyundai, Bridgestone and are among those that have "already signaled they will appear" during the Super Bowl. Steinberg noted CBS' strong sales are indicative that the "sports-advertising marketplace may be recovering more quickly than other TV venues." Ad sales for NFL and college football telecasts this fall have "garnered better-than-expected interest," and the pace of sales "emphasizes marketer interest in big-audience sporting events" (, 10/7).

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