SBD/May 31, 2012/Marketing and Sponsorship

CBS Already More Than Halfway Sold Out Of Super Bowl XLVII Ad Inventory

CBS Exec VP/Sports Sales & Marketing John Bogusz indicated that the net has sold "more than 50% of its ad inventory" for its broadcast of Super Bowl XLVII next February and "could reach sell-out levels approaching 80% in the next few weeks," according to Brian Steinberg of AD AGE. Bogusz said that the "pace of sales is being pushed by automotive marketers." The Super Bowl has become a "veritable parking lot of auto promotion over the last three years, with Hyundai, Audi and others attempting to make big sales statements." CBS' sales effort "does not appear to have been affected" by GM's decision not to advertise during the game. Bogusz said that movie studios and drink marketers "are also in the mix." Bogusz: "We do have movies in the game and we are still talking to movies. We are in active negotiations with beverages." Steinberg noted NBC last year was "able to sell between 65% and 75% of its Super Bowl inventory by early June as it wrapped upfront negotiations" (ADAGE.com, 5/30). ADWEEK's Anthony Crupi reported buyers are claiming CBS is "selling units at an average cost of $3.8 million," which would be a 9% increase of NBC's rate last year. CBS Corp. Exec VP & CFO Joseph Ianniello yesterday said, "Demand for the Super Bowl is very, very healthy" (ADWEEK.com, 5/30).
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