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CBS' Super Bowl Ad Prices Roughly The Same As '18 Game On NBC

The "meteoric rise of Super Bowl ad prices looks to be over," as CBS' prices for next week's game are "roughly the same" as NBC's for last year's contest, according to Gerry Smith of BLOOMBERG NEWS. Sources said that CBS is selling 30-second commercials for $5.1-5.3M, while NBC sold them for $5.24M. The game's audience peaked in '15 at 114.4 million viewers, and last year’s game drew 103.4 million viewers, the "fewest in nine years." Prices for commercials "may now be reflecting those realities." Reports in recent weeks have been that CBS has sold over 90% of its ad inventory this year (BLOOMBERG NEWS, 1/24).

IT IS WHAT IT ISAD AGE's E.J. Schultz reported Coca-Cola for the first time since '06 "will not run an in-game Super Bowl ad," as the soft drink company instead will "air a 60-second pre-game spot right before the National Anthem." The anthem has "emerged as a polarizing moment" since Colin Kaepernick began kneeling in '16, but Coke is "trying to use the moment to call for togetherness." The animated spot, called "A Coke is a Coke," is by Wieden + Kennedy, Portland, and will "avoid politics altogether while trying to infuse a bit of egalitarianism by touting Coke as a product enjoyed by everyone, no matter their race, status or beliefs." In the ad, varying voices "recite an original poem that is inspired by quotes from Andy Warhol's 1975 book, 'The Philosophy of Andy Warhol.'" The tone "keeps with Coke's tradition of trying to push for higher ideals during the Super Bowl" (ADAGE.com, 1/24). 

RETURN OF THE WHOPPER: AD AGE's Jessica Wohl reported Burger King is "showing up for the Super Bowl" for the first time since '06, marking a "return to advertising's biggest night with a staged video of its spokescharacter the King seemingly preparing to shoot a commercial." The King is seen "adjusting a microphone but, staying true to character, doesn't say anything in the 30-second teaser." The chain's 45-second spot will "feature the Whopper and run in the fourth quarter." Agencies on the project include David, Miami, MullenLowe, Boston, and Horizon, N.Y. (ADAGE.com, 1/24).

POP THE CORK: USA TODAY's Erik Brady noted Yellow Tail wine's Super Bowl LIII ad will be seen by roughly 90% of the country and offers a "high-spirited patchwork of life’s happy moments to go with the tagline: 'Tastes Like Happy.'” A-B InBev has "exclusive category rights for the Super Bowl, so no other alcohol ads can air." That is why, "for a third consecutive year, Yellow Tail is making ad buys in [81] local markets as a sort of end run around the rule." The ad will "run during the second quarter in most markets, often just before halftime" (USATODAY.com, 1/24).

WE'RE GOING TO NEED A BIGGER BOAT: AD AGE's Schultz noted A-B InBev will use the first of its eight Super Bowl ads to "plug its revamped Bon & Viv Spiked Seltzer brand with an ad starring two mermaids and a reference to ABC's 'Shark Tank.'" The 30-second ad by Bullish, N.Y., will be the "first ad to run in the game in the so-called '1A' slot." The underwater spot "portrays the two mermaids, Bonnie and Vivian, as the brand's founders, pushing the sugar-free product to four sharks." The reference is "notable because it's plugging an ABC show and the Super Bowl's on CBS" (ADAGE.com, 1/24). CNBC's Frank Holland said it "shows you how the world is changing" that A-B's first ad is for spiked seltzer water. CNBC's Brian Sullivan: "Every commercial break is beer, burgers and some sort of male problem" ("Worldwide Exchange," CNBC, 1/25).

PLAY THE HITS: ADWEEK's Diana Pearl noted in expense management platform Expensify's first Super Bowl spot, actor Adam Scott "plays the head of finance for a record label, who asks the gathered, much-cooler-than-him musicians" to remember to "save their receipts for filing expenses." Rapper 2 Chainz then "breaks out into song to show Scott’s character how easy it is to expense things with Expensify." Creative for the 30-second spot is being handled by JohnXHannes, N.Y. (ADWEEK.com, 1/24).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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