SBD/December 10, 2012/Marketing and Sponsorship

CBSSports.com's Live Stream For Super Bowl Has Digital Ad Inventory Almost Sold Out

Ad sales for the second live streaming of the Super Bowl are “nearly complete, with CBSSports.com nearly sold out,” according to Brian Steinberg of AD AGE. CBS Interactive Chief Client Officer David Morris said, "We only have a few packages remaining." He added that the live streaming will have ads “from marketers supporting the pre-game and Super Bowl broadcasts on CBS.” Ads will “primarily come in the form of video commercials that appear during breaks in the game and ‘companion’ advertising that is placed around the CBSSports player during game time.” Morris said that categories that “will have a noticeable presence in the CBS live-stream include autos, consumer packaged goods, restaurants, beverages, retail and technology.” But he declined to name specific clients. Morris said that “not every Super Bowl advertiser is in the live stream.” It remains unclear “whether digital viewers will be able to see all the big-budget TV ads for which the event is known.” CBS’ TV broadcast of the game has ads “going for an average of between $3.7 million and $3.8 million,” but prices for digital inventory around the game “are significantly less.” NBC for its Super Bowl broadcast last year was “selling inventory surrounding its live stream for a range that moved between the high six figure and low seven figures” (ADAGE.com, 12/10).
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