SBD/August 8, 2011/Marketing and Sponsorship

NFL Helps Broker Complex Pepsi Super Bowl Ad Deal With NBC

The NFL "was involved in working out a process so that Pepsi could link its appearance" on Fox' "X Factor" to its Super Bowl advertising on NBC, according to Brian Steinberg of AD AGE. The deal reached would give NBC's Super Bowl broadcast a "promotional mention several times in a program expected to be one of the most-watched this fall." NFL VP/Communications Brian McCarthy said that as Pepsi "makes reference during 'X Factor's' run on Fox to the fact the winner will appear in a Super Bowl commercial, the program would have to tell viewers verbally and graphically that the Super Bowl is set to air on NBC." A source added that by "running the ad NBC will -- whether explicitly or not -- nod to 'X Factor' during the top-rated gridiron classic, but the commercial will not include any logos or identifying marks from the program, or make overt references to the show." A source said that some final details "were still being ironed out, such as how NBC will be mentioned or depicted on Fox's air." Steinberg notes the ad will run just before NBC plans to launch the second season of rival singing show "The Voice" after the game (AD AGE, 8/5 issue). In L.A., Joe Flint noted the NFL usually "only weighs in on Super Bowl spots if its logo or brand is used in any way." In this case, the league "will take a look, since it involves two of its NFL partners" (LATIMES.com, 8/5).
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