SBD/August 3, 2012/Marketing and Sponsorship

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  • CBS' Super Bowl XLVII Ad Inventory 80% Sold At Estimated $3.8M Per 30-Second Spot

    CBS President & CEO Les Moonves during the company’s Q2 earnings call Thursday said the broadcast net had already sold "80 percent of advertising" for Super Bowl XLVII, according to Anthony Crupi of ADWEEK. Moonves added the sales pace puts CBS "well ahead of where we were three years ago,” the last time CBS aired the Super Bowl. Crupi notes CBS two months ago had "wrapped up approximately half of its in-game deals." Moonves "did not speak to the sort of rates CBS was securing in advance of the big game," but media buyers have speculated the cost of a 30-second ad to be $3.8M. That would be a 9% increase from NBC’s going rate of $3.5M per spot in the "most recent installment of the NFL title game." The ad sales come despite the fact GM "remains on the sidelines" for next year's game. The auto manufacturer bought 180 seconds of ad time during Super Bowl XLVI (ADWEEK.com, 8/2).

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  • Nike To Serve As Presenting Sponsor For New FIBA Three-On-Three Tourney

    Nike has agreed to become a presenting sponsor of FIBA’s new three-on-three basketball tournament. Financial terms of the multiyear agreement were not available. The deal was closed this week during the Olympics and includes value-in-kind support. FIBA this year launched the 3x3 World Tour. The tour will eventually go to six cities this year: Sao Paulo (July 14-15); Vladivostok, Russia (July 21-22); N.Y. (Aug. 18-19); Istanbul (Sept. 1-2); Madrid (Sept. 8-9) and Miami (Sept. 22-23). The early games are qualifiers for the final in Miami, where teams in various age groups will have a chance to win up to $12,000. Nike joins Samsung as the second sponsor of the tour. FIBA President Patrick Baumann said that the federation’s ultimate goal is to see three-on-three added to the Olympics as a separate basketball discipline. The federation sees it as a discipline that could appeal to youth and a broader demographic, much in the same way beach volleyball did after it joined the Olympics through the volleyball federation. “Nike wants the base of basketball to grow so they can sell their clothing, and we want that growth to be real so that these players play basketball,” Baumann said. “Three-on-three, for us, is going to be the next wave of generating interest in the game.”

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