SBD/February 11, 2011/Marketing and Sponsorship

Marketplace Roundup

NBC Network Ad Sales President Marianne Gambelli said that the net "will be looking to charge more than the nearly $3 million per 30-second spot Fox got" for its coverage of Super Bowl XLV when NBC broadcasts Super Bowl XLVI next February. Gambelli said, "Obviously with the ratings and what it's done, we're going to push price. Where it goes, I'm not exactly sure yet, but we've got a lot of conversations going on, we have a lot of activity and there's a lot of demand for it." Gambelli's comments came as part of a panel discussion at the Association of National Advertisers' TV and Everything Video Forum in N.Y. (BROADCASTINGCABLE.com, 2/10).

SPOT-ON RATINGS: In N.Y. Stuart Elliott reported the goal of advertisers and agencies to be able to “track TV ratings on a commercial-by-commercial basis” is “drawing closer.” Nielsen on Thursday said that it “would adopt a system of digitally coding commercials that is administered by the Association of National Advertisers and the Four A’s.” The system, known as “Ad-ID, enables individual commercials to be tracked from the beginning to the end of their lives.” ANA President & CEO Robert Liodice on Thursday announced the agreement with Nielsen, and said, “Nielsen has endorsed Ad-ID, to use with its watermarking technology. This is a critically important step” (NYTIMES.com, 2/10).

JUST DOING IT: In Las Vegas, Norm Clarke reports Broncos QB Tim Tebow was “in town for a Nike photo shoot that included” Vikings RB Adrian Peterson, Jets CB Darrelle Revis and Lions DT Ndamukong Suh (LVRJ.com, 2/10)....Pistons F and Sweden native Jonas Jerebko is being profiled in “American Made,” a “four-part Internet documentary by Nike” (FREEP.com, 2/8).

ROUNDUP: Mercedes-Benz has signed a five-year deal to become a partner of the British Open. The automaker, which also has deals with The Masters, the PGA Championship and the '12 Ryder Cup, "has been involved with golf since the 1980's" (GULF TODAY, 2/9)....Skechers will be the presenting sponsor of the LA Sports Awards on Feb. 24 at the Beverly Hilton. Skechers is the first presenting sponsor in the award show’s six-year history. FS West will air the awards show on March 4 (Skechers).
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