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SBJ/March 3 - 9, 2008/Forty Under 40
Published March 3, 2008
Any story about a Fox ad sales executive this year has to revolve around the Super Bowl, which was wildly successful for the network.
Rick Kloiber's story is no different. An executive best known for keeping NASCAR's ad sales afloat during a multiyear ratings downturn, Kloiber brought in more Super Bowl units than anyone else, helping Fox bring in record high revenue for this year's game.
It's a measure of how important Kloiber is to Fox's ad sales team that he was the one managing the relationship with the biggest single ad buyer for this year's game, Optimum Sports director of media Tom McGovern.
"Rick has the ability to walk that fine line between serving Fox and serving his clients," McGovern said. "His focus goes beyond the short-term deal, with an eye towards longer-term partnership."
When McGovern first approached Kloiber about advertising in the game, he had a plan to buy just six spots. Eventually, McGovern bought more than three times that amount, and he credits Kloiber's approach with convincing him to get the deal done.
While Kloiber is happy to take a rest from the high-pressure stakes of selling the next Super Bowl (which will be carried by NBC), he describes the entire process as exhilarating and exhausting at the same time.
"To have the opportunity to sell the Super Bowl is fantastic," he said. "It's the one media event where people actually talk about the commercials. But I'm glad to see it in the rearview mirror. It weighs on you."