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SBD/January 3, 2012/Marketing and Sponsorship
NBC Sells Out Of Ad Inventory For Super Bowl XLVI Telecast, With Some Spots Reaching $4M
Published January 3, 2012
DIFFERENT ADS ON DIGITAL STREAM: The net expects to sell out of ads on its streaming feed of the game. The ads will be different than those that appear on the television broadcast. Most of the ad packages for the online feed are selling in the six-figure range, though some are reaching the seven-figure mark (Ellington). AD AGE's Brian Steinberg reports the digital stream "will contain fewer ads than the TV broadcast, including just a portion of the game's overall TV ad roster." Winter said, "There are going to be fewer advertisements with less messaging, something that would be more conducive to how you would expect the digital experience to be" (ADAGE.com, 1/3).
GOING LONG: AD AGE's Steinberg reports several advertisers during Super Bowl XLVI "have bought time for commercials longer than the standard 30 seconds." Winter said, "One of the things you'll see this year is an incredibly great amount of longer-form commercials." Steinberg notes Volkswagen is the only company to date that "has said it is running something longer than 30 seconds," as it will run a 60-second spot (ADAGE.com, 1/3). Volkswagen of America Exec VP and Chief Product & Marketing Officer Tim Mahoney said that the company's ad will air in the third quarter and "promotes the 2012 Beetle." GM Global CMO Joel Ewanick said that GM "is back with five slots, including four for Chevy and one for Cadillac." He added that GM "has even talked with other Super Bowl advertisers about its cars showing up in their ads, but no decision has been made on that" (USA TODAY, 1/3). The WALL STREET JOURNAL's Suzanne Vranica notes in addition to Volkswagen and GM, Hyundai and Kia are "among the car companies that have bought ad time this year." A-B InBev "will be one of the biggest advertisers for this year's game with 4 1/2 minutes of ad time" (WALL STREET JOURNAL, 1/3).
SPORTS WORLD FORTUNATE WITH AD MARKET: Winter said the sports world in general has been much more immune from the downturn in the ad market than other industries. He said, “Sports has an immediacy to it that technology has allowed for others to shift other content but to watch sports live. The people that view sports content do it live, they’re much more engaged, and advertisers recognize that. There’s a predictability to it in terms of performance, there’s a level of engagement and passion around the sports advertising, and it’s done live. All the research that we’ve seen shows that there’s very little shifting of this content. Advertisers are investing more heavily in sports content than they ever have” (Ellington).