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CBS Still Finishing Up Super Bowl Ad Sales In Effort To Score Big Last-Minute Payoff

CBS is still talking to marketers about 30-second spots in Super Bowl 50 and "might not finish those talks until hours before kickoff," according to Jason Lynch of ADWEEK. The last-minute strategy is part of CBS President & CEO Les Moonves' plan to "wring the most money out of the network's Super Bowl ads," which sold for as much as $5M per 30-second spot. CBS President of Network Sales Jo Ann Ross said that she "would have done whatever Moonves directed," but given the "robust scatter market in the third and fourth quarter, she was confident his plan would pay off." Ross: "We were in a marketplace that allowed us to really maximize all the units that we've sold thus far, and we knew that we were going to have a great AFC championship game, which we did. Suffice it to say, there's been a lot of inquiry and activity here this past week." Lynch noted NBC last year "didn't sell out its Super Bowl ad inventory until Jan. 28, which was four days before the game." Fox the previous year had "sold all of its in-game spots by Dec. 4." While Moonves "thought a movie studio would pay up at the eleventh hour to get into the game, Ross said advertisers in 'several' categories have expressed interest in the final spots." For the first time this year, the Super Bowl livestream ads were "bundled with the linear buy, meaning that audiences streaming the game via CBSSports.com and the CBS Sports apps on Roku, Apple TV, Android and XBox One will see the same ads as those watching on CBS" (ADWEEK.com, 2/4).

JUDGMENT DAY: In L.A., Stephen Battaglio writes advertisers "know that their high-profile role in the event means they are going to be judged as much as the players and coaches on the field." L.A.-based ad agency David & Goliath Founder & Chair David Angelo, whose agency produced a Kia Motors ad featuring Christopher Walken that will air Sunday, said, "It's absolutely nerve racking." He added, "When we're working on a Super Bowl ad, I tell our people to create something that will make you want to be able to stand in front of the TV set and tell everybody, 'Shut up. My spot is on.' It's your time to shine." Battaglio notes the competition to break out on the Super Bowl "became gladiatorial with the rise of USA Today's 'Ad Meter.'" Within a few years, the published results "became part of the postgame chatter Monday mornings and the Ad Meter annually struck fear in the hearts of advertisers and agency executives." Ad execs now have "bonuses written into their contracts based on a high Ad Meter ranking for a Super Bowl spot." Ross: "There are advertisers who run commercials in NFL games all season that do not go into the Super Bowl because they don't want their creative to be judged by the Ad Meter" (L.A. TIMES, 2/5).

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