SBD/September 2, 2011/Marketing and Sponsorship

FSN Seeing Strong Ad Sales For College Football Broadcasts

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It's not just the national networks that are reaping the rewards from the scalding hot ad sales market for college football. On the local level, Fox Sports Net said it has almost no inventory left in at least two of the college conferences it sells. FSN is virtually sold out in its Big Ten Conference games and is close to selling out its Pac-12 games. FSN games in the ACC, Big 12 and SEC are between 70-80% sold. "These are strong, strong results," said FSN Exec VP/Ad Sales Kyle Sherman. "We have seen a flurry of activity in the past couple of weeks." Thanks in part to the fact that it's selling a new package of ACC games, FSN's billing has doubled from last year. Taking away the ACC results, FSN still is seeing an increase of around 30%. "We have a lot more product this year," Sherman said. FSN's regional ad sales have been helped by the new college football schedules on Fox's broadcast channel and FX, Sherman said, pointing to an advertiser like MillerCoors, which has bought sponsorships on all three. On FSN, pre-, post- and halftime shows will be presented from the Coors Light Studio. Buick, Dr Pepper, Hyundai and Sprint also have bought unique sponsorships. As with other sports on TV, the auto category is driving the college football ad sales market, Sherman said. "When they have money and are selling cars, they advertise," he said.
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