Giants Boosting Local Super Bowl Ad Rates For Fox' N.Y. Affil
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N.Y. Fox Affil Bumps Up Rate For Local 30-
Second Spots To $500,000 Following Tynes' Kick |
Prior to the Giants' NFC Championship victory over the Packers, local 30-second spots in the N.Y. market for Fox' broadcast of Super Bowl XLII were selling for about $300,000, but "now they’re going for $500,000,” according to Marisa Guthrie of BROADCASTING & CABLE. WNYW-Fox VP & GM Lew Leone said, “We had units left, but it ups the ante on the remaining units.” Meanwhile, Boston’s WFXT-Fox is selling 30-second spots for “$250,000, a 30% jump from the Patriots’ last Bowl appearance two years ago.” According to TNS, the cost of 30-second local market ads in N.Y. and Chicago -- the top two markets -- for last year’s Colts-Bears game were $313,000 and $314,000, respectively, but the Bears' presence "inflated prices" in Chicago (BROADCASTINGCABLE.com, 1/28). Leone said, “Some advertisers that couldn’t get on the network are advertising, other network advertisers are adding to what they’ve bought." MEDIAWEEK’s Katy Bachman wrote among the advertisers WNYW have signed are Toyota, which also has a national ad, and Prudential, which does not. WFXT will run spots from Bank of America, Verizon and Dunkin’ Donuts. WFXT VP & GM Gregg Kelley said, “We’re seeing unprecedented demand and a good balance of local and national advertisers. Our average unit rates are 20[%] higher than we forecast” (MEDIAWEEK, 1/28 issue). A TV exec estimated that the Giants’ appearance in the Super Bowl could “increase [WNYW’s] Super Bowl-related advertising take by at least 50%, to between [$5-6M].” The station will move its anchors and reporters to Phoenix for “most of the week” (CRAIN’S NEW YORK BUSINESS, 1/27 issue).
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Clinton (l) And Obama To Run Local
TV Spots In Boston During Super Bowl |
GETTING POLITICAL: In a special to the BOSTON BUSINESS JOURNAL, Jesse Noyes reported U.S. Sen. and Democratic presidential candidate Barack Obama has bought air time on WFXT during the Super Bowl, which is “only two days before the Super Tuesday primary” taking place on February 5. Both Obama and fellow U.S. Sen. and Democratic candidate Hillary Clinton are “planning to run ads in the programming leading up to” the game. Local media buyers said that the cost of pregame ads “could run as high as $75,000 per 30-second spot” (BIZJOURNALS.com, 1/29).
TWINS LAUNCHING CAMPAIGN: The Twins’ first ad from their new “This is Twins Territory” campaign will debut on KMSP-Fox during the first half of the Super Bowl. The first ad, via Periscope, Minneapolis, is entitled “Sandlot” and features RF Michael Cuddyer, C Joe Mauer and 1B Justin Morneau at the site of the team’s new ballpark. The remaining TV spots supporting the campaign are scheduled to debut in March (Twins).
RADIO WAVES: In this week’s SPORTSBUSINESS JOURNAL, John Ourand reports Westwood One Radio, which holds exclusive radio rights to the Super Bowl, is “finding a healthy ad market, with only a handful of spots left, about three minutes out of a total of 40 during the day.” The game is “pacing at the same rate as the past few years.” A one-off 30-second spot on Westwood One’s broadcast of the game costs $25,000 and many of the advertisers who have purchased spots “have been with Westwood One all season, with a handful buying packages worth more than $1[M].” The biggest radio advertisers this season have been Re/Max, Rolex, Southwest Airlines, Amtrak, Ford and Sprint. Meanwhile, Westwood One signed a promotional deal with Volvo, which will transport host Jim Gray around town. Gray is “expected to mention the car … several times during the broadcast” (SPORTSBUSINESS JOURNAL, 1/28 issue).
View a chart listing known advertisers in Super Bowl XLII on Fox (THE DAILY).
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