SBD/January 8, 2014/Marketing and Sponsorship

NBC Has Already Sold A Number Of Ad Spots For Super Bowl XLIX Telecast In '15

NBC has "made a dent in selling off the ad inventory" for Super Bowl XLIX in '15 "even before the kickoff for Super Bowl XLVIII takes place on Fox in a few weeks," according to Brian Steinberg of VARIETY. NBC Sports Exec VP/Ad Sales Seth Winter said that the net has "sold a 'double digit' number of ad berths" for the '15 Super Bowl. Winter "declined to specify what percentage of ad inventory was sold or the price NBC was seeking (VARIETY.com, 1/7).

Heinz' Super Bowl spot is being tied
into a broader campaign


WHAT DID THE PAPA TOMATO SAY TO THE BABY TOMATO?
Heinz Ketchup will air a 30-second spot during Fox’ Super Bowl XLVIII telecast on Feb. 2, marking its first Super Bowl spot in 16 years and only second appearance in the brand’s history. The spot will highlight the belief that when someone picks up a bottle of Heinz, they are triggering happy memories from past years where Heinz was present. The ad was created by Cramer-Krasselt, Chicago (Heinz). In Pittsburgh, Paul Gough noted it “wasn’t clear when the spot would run during the game or the exact content of the ad.” Heinz said that the company would “tie the Super Bowl ad into a broader campaign called ‘Show Us Your Heinz,’ soliciting photos of customers with Heinz products and awards worth $400,000, including five trips to a championship sports event” (BIZJOURNALS.com, 1/7). AD AGE's E.J. Schultz wrote Heinz' return to the Super Bowl is a "surprising move for a company that has traditionally spent very little on advertising, given its size." Consulting firm Shea Marketing Founder Rick Shea "speculated that the ad could be as much about raising Heinz's corporate profile as selling more ketchup." Shea said that the "other possibility is that Heinz is looking to raise its global awareness, which the Super Bowl spot could help achieve" (ADAGE.com, 1/7).

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