SBD/Issue 100/Sponsorships, Advertising & Marketing

Super Bowl Ads: CBS Might Add Advertisers Despite Being Sold Out

 
Demand is "still strong" for ad space during CBS' broadcast of Super Bowl XLIV Sunday, and "some sponsors might be added" despite the net saying that it has sold out its inventory, according to Wayne Friedman of MEDIAPOST. CBS President of Network Sales Jo Ann Ross said, "We have marketers trying to get into the game; we are trying to figure out if we could expand the walls." Friedman notes like other nets "selling the Super Bowl, there is some flexibility when it comes to adding commercials, so-called 'floater' commercials coming around late-game timeouts and official play-call reviews." Nets typically "get around sixty-two 30-second commercials avails to sell in the game," as the NFL "does place restrictions on the amount of inventory sold." Meanwhile, Ross said that some spots "were sold north of" $3M. Ross: "We did better in terms of pacing (than a year ago). On the average price, we did better than a year ago" (MEDIAPOST.com, 2/4).

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).

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