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SBD/September 7, 2011/Marketing and Sponsorship
NBC On Pace To Sell Out Super Bowl Ad Space Earlier Than Ever Before
Published September 7, 2011
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WHO'S IN, WHO'S OUT? ADWEEK.com's Anthony Crupi reported "automotive dollars sparked the demand" for Super Bowl XLVI. Fox landed eight automakers for 20 commercials during Super Bowl XLV, and Winter acknowledged that NBC's broadcast "will be just as flush with car dollars as last year’s production." He said, "You will see the same strength in auto this year that you did last year. I can literally count on the fingers of one hand the number of car advertisers who won’t be back.” Along with the "in-game spots, NBC is doing well with its shoulder programming around the event" (ADWEEK.com, 9/6). USA TODAY's Bruce Horovitz reports Mercedes-Benz "won't return in 2012" after airing a spot during this year's Super Bowl. Conversely, Kia Motors America VP/Marketing & Communications Michael Sprague said that the South Korean automaker "will return to the Super Bowl for the third-consecutive year." Teleflora spokesperson Missy Miller said the flower delivery service will return, while Skechers has purchased a 30-second spot "to air during the two-minute warning of the first half." GoDaddy.com Founder & CEO Bob Parsons said that the company "will be back for its eighth Super Bowl with at least one and possibly two slots." Driver Danica Patrick again will star in the Super Bowl effort. Parsons noted that Go Daddy "has 12 possible Super Bowl ad scripts and will select from those" (USA TODAY, 9/6).