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SBD/January 18, 2013/Marketing and Sponsorship
Just A Tease: P&G, Kraft Resist Urge To Release Full Super Bowl Ads Early
Published January 18, 2013
EYE ON THE BIGGER PICTURE: AD AGE's Brian Steinberg wrote if CBS "has its way, TV fans who tune into the broadcast outlet to hear about all things Super Bowl will also start to consider some of the company's less popular properties." CBS "intends to hitch the wagon of several programs and assets to the grand event that is its Feb. 3 broadcast of Super Bowl XLVII." Not only will the company "tie its CBS News and daytime shows to the Super Bowl, but it will also use the gridiron classic to draw attention to its CBS Sports Network cable outlet and a new sports-radio network." Broadening "exposure of 'The Talk' and 'CBS This Morning,' among others, could help the network grow the audience for such programs, and, over the long run, charge higher advertising prices" (ADAGE.com, 1/17).