SBD/May 8, 2012/Marketing and Sponsorship

Pigskin Profits: CBS Seeing "Substantial" Price Increases For SEC Football Ad Sales

CBS Sports “has kicked off its college football sales early, getting substantial price increases" for its schedule of SEC games, according to Jon Lafayette of BROADCASTING & CABLE. The net’s SEC package “has a limited number of high-rated games with top-ranked teams and the threat of a potential sellout is pushing agencies to do business now and pay CBS' price.” CBS will broadcast Super Bowl XLVII next February, and one ad buyer said that the net “might be leveraging that with sponsors that normally don't advertise in SEC games.” CBS Exec VP/Sports Sales & Marketing John Bogusz said, "It's May 4 and we've done a fair amount of business.” Lafayette reports The Home Depot “continues as presenting sponsor of SEC football and Dr Pepper will present the SEC Championship game.” Bogusz said, "Most of the incumbents are back." Lafayette notes automakers “have been active in buying college football, as have a number of regional fast-food players (Chick-fil-A, Sonic) and financial services and insurance marketers” (, 5/4).
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