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SBD/Issue 100/Sponsorships, Advertising & Marketing
Super Bowl Ads: CBS Might Add Advertisers Despite Being Sold Out
Published February 5, 2010
CTV ALSO SEES EARLY SELL OUT: In Toronto, Chris Zelkovich notes CTV "sold out their ads early" for the Super Bowl at C$110,000 per spot, the "highest on Canadian television." CTV Sports President Ron Brace: "We sold out more than two weeks earlier this year. Last year we were in the area where we had to do a little bit of discounting. This year there was a minimal rate increase." Brace said that CTV "encourages advertisers to air" Super Bowl commercials that run in the U.S., "since many represent the same companies that are showing million-dollar ads south of the border." But Brace added that "in the end, ... it's up to the agencies." Brace: "We're getting a few more this year, but you're not going to see the same commercials you see in the U.S." Zelkovich notes CTV has 29 advertisers for the Super Bowl this year, "up four from 2009" (TORONTO STAR, 2/5). The GLOBE & MAIL's Bruce Dowbiggin notes Quebec channel Videotron is "promising the U.S. broadcast -- with commercials intact -- on its" HD feed. The Canadian Radio-television & Telecommunications Commission indicated that Canadian nets "dropping American TV Super Bowl commercials for their own ads is the largest source of complaint from viewers" (GLOBESPORTS.com, 2/5).