NBC May Have To Rethink Strategy Regarding Super Bowl Ad Sales
NBC "may have to change its strategy" toward the sale of its remaining Super Bowl XLIII ad slots amid the economic downturn, just three months after the net "boldly asserted that it could get as much as $3[M] for a 30-second spot," according to Brian Steinberg of AD AGE. Media buyers report that NBC has indicated it has "only eight to 10 30-second spots left to sell, though the more skeptical among them think that number could be as high as 14." The net "faces a dilemma: Can it push forward and secure what buyers say it's seeking ... or will it have to start lowering the price to get others onboard?" A source said that NBC "remains in active conversations with numerous companies," but added that the net is "not discounting prices." Steinberg notes NBC is "pacing 10% ahead of Super Bowl sales in years past," and it has even "talked about raising the price of Super Bowl inventory as supply diminishes, not lowering it." Meanwhile, some "big marketers are still sniffing around -- or playing coy." A source indicated that McDonald's is "considering running an ad during the Super Bowl or perhaps following a more typical strategy and advertising during the pregame show." Sprint has "plenty of onsite Super Bowl-related promotions set," but Sprint Nextel PR Manager Dave Mellin said they "don't know yet" when it comes to commercials. 20th Century Fox Senior VP/Corporate Communications Chris Petrikin said it is "too early for us to say right now" whether they would end up buying spots (AD AGE, 12/8 issue).
TEEN SPIRIT: The Marin Institute yesterday launched an anti-beer ad contest dubbed Free the Bowl that seeks submissions from 13- to 20-year-olds for 30- to 60-second YouTube videos designed to counter what it views as excessive beer advertising during the Super Bowl (Marin Institute).
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