SBD/December 20, 2013/Marketing and Sponsorship

FoxSports.com's Super Bowl Live Stream Commercial Time More Than 50% Sold

FoxSports.com Senior VP/Ad Sales Marla Newman said that February "could be one of the largest ad revenue months ever" for the site, and it will "be an opportunity for advertisers to reach a sizable chunk of audience," according to John Consoli of BROADCASTING & CABLE. Newman said that commercial time in the Super Bowl online live stream "is more than 50% sold," and added that "about 30% of the advertisers in the Fox Super Bowl game telecast have also bought in to the streaming game online." She said that major categories for the online stream are "similar to the TV telecast -- auto, mobile phones, insurance and consumer packaged goods." FoxSports.com is "not guaranteeing any type of ratings, and marketers can buy units just in the game or ad packages or sponsorships of content that will begin about a week prior to the game." In addition, the site is "creating and selling customized sponsorships for video content and online shows that will be streamed during the week leading up to the game." Meanwhile, FoxSports.com "doesn’t have Olympics media rights, but it is planning to offer extensive video shoulder programming and print content for sponsors" during the Sochi Games. FoxSports.com for the Olympics will "offer a nightly 'Roundtable Video Series,'" and "the Inside Edge video show." Each of those two shows "will have a sponsor and will get to run pre-roll commercials as well as having integrated, on-screen signage." Additionally, FoxSports.com for the first time will "live stream the entire Daytona 500" on Feb. 23, the same day as the closing ceremonies for the Olympics. Along with the live streaming of the race, FoxSports.com will "offer some features that advertisers can sponsor" (BROADCASTINGCABLE.com, 12/18).
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