NBC Has Sold Out Of Ad Inventory For Digital Stream Of Super Bowl

NBCSports.com execs said yesterday they have sold out of their digital ad inventory for the first-ever online live video stream of the Super Bowl. However, there are no firm expectations regarding potential audience as the online feed interplays with what may be the most-watched event in the history of TV. The network's online rebroadcasts of "Sunday Night Football" have generally hovered between 200,000-300,000 unique users. Even as the network has made undisclosed impression commitments to advertisers, there remains significant mystery over what consumption will be. "The reality is we just don't know. This is all brand new territory," said NBC Sports Digital VP & GM Rick Cordella. "This isn't a March Madness, at-work kind of thing, and people are obviously going to be watching the game on TV in most instances. But we think there is a ton of opportunity around the second-screen experience." The online feed will contain alternate views, statistics, in-game highlights and social media integration. Ads from the TV feed will be available on an on-demand basis, typically within a minute or two of their original airing. A group of six to eight undisclosed online advertisers bought packages of online inventory ranging from mid-six figures to low-seven figures in price. "We are booked solid. The response from sponsors has been very gratifying," Cordella said. The game will also be streamed on NFL.com.