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SBD/Issue 238/Sponsorships, Advertising & Marketing
CBS Claims To Be 90% Sold Out Of Ad Inventory For NFL Games
Published August 25, 2010
The football marketplace -- both college and pro -- will bring in more advertising revenue for CBS this season than ever before. The network is 90% sold out of its NFL inventory through the playoffs this season, and its SEC schedule is virtually sold out. "The marketplace has been extraordinarily strong," said CBS Sports Exec VP/Sales & Marketing John Bogusz. "The market has moved earlier and volume is up. This is the most significant buying that we've ever booked." The biggest category is autos, with Chrysler, Toyota and GM increasing their spending. Telecom -- particularly AT&T, Sprint and Verizon -- and insurance also are big spending categories, Bogusz said. Ad sales on the NFL and college football are much more robust than elsewhere in media. "It's a flight to quality," said CBS Senior VP/NFL Sales Tony Taranto. "You have to spend your money somewhere. If you have $5, you're going to have to spend $3 on sports."