CBS for Super Bowl XLVII has "firmly approached its streaming efforts as a complement, or second-screen enhancement, of the telecast," according to George Winslow of BROADCASTING & CABLE. CBSSports.com Senior VP & GM Jason Kint said, "For the most part, everyone finds a way to be in front of the big screen, and the center of attention is that beautiful flat screen experience. So from that, we focused on how we could build the ultimate companion second-screen experience." Winslow notes many of the "most notable features of the stream and coverage on CBSSports.com are designed to augment TV viewing, with social media feeds, stats, expert commentary, DVR features for replays, a gallery where commercials can be viewed right after they air and four additional camera angles to accompany the broadcast feeds." Kint added that for the first time, one of those camera angles will "be determined by polls and the producers, bringing a new level of interactivity into the coverage." In addition, CBS will be "streaming the halftime show for the first time." Like NBC did last year, CBS has sold advertising on the online stream "separately from the broadcast feed, but many of the same broadcasters are on [both] platforms" (BROADCASTING & CABLE, 1/28 issue). AD WEEK's Sam Thielman cited media buyers as estimating that CBS will make between $10M-12M for "the second screen all by itself -- not much compared to the Bowl proper, but a huge bump up from" the estimated $2M that NBC made on its second-screen advertising last year. The ad load for the second-screen app will "be completely different from the famously pricey spots for the main event." Kint said, "None of it was added value; all the second-screen ads were sold separately. You'll see a lot of the same advertisers and creative, but it's a different schedule." Thielman noted the one venue CBS "doesn't have the right to broadcast is on the most ubiquitous second screen around: the smartphone." Those rights "sit with the NFL," which has "joined forces with Verizon to stream the game to smartphones for a $5 pay-per-view fee" (ADWEEK.com, 1/28).
