Pop-Tarts To Make Super Bowl Debut; Fox On Fastest Pace In Years
Pop-Tarts will air its first Super Bowl commercial as it "looks to position the breakfast pastry as a game-day snack," according to Jeanine Poggi of AD AGE. The Kellogg's brand worked with creative agency MRY, N.Y., on a 30-second spot for Super Bowl LIV, which will "run right before the two-minute warning in the first half of the game." Kellogg's has had Pringles as its "Super Bowl presence" for the last two years. A company spokesperson declined to comment on its Super Bowl plans beyond Pop-Tarts (ADAGE.com, 11/14).
FOX SEEING BRISK SALES: Fox Sports only has 17 ads left to sell for Super Bowl LIV, with around 11 weeks before kickoff. The network already has sold 60 of the game's 77 available in-game ads (78%), setting the fastest sales pace for the big game in at least the past five years, according to Fox Sports Exec VP/Sports Sales Seth Winter. Some have gone for a record rate of $5.6M per 30-second spot. That high rate usually goes to one-off advertisers that buy into the game; advertisers that buy several spots typically get a discounted rate. But Winter said that every ad sold this year has been over $5M. "We're in very good shape," he said. "Based on what I see today, we're going to be sold out well before the game." Winter added that his team has been talking to at least 25 advertisers to fill the open 17 spots. The net would not identify specific companies that bought ads, but Winter identified several advertising sectors that have been particularly active, such as technology, automotive and packaged goods/beverages. "The movie category, from where it was last year to this year, has come back nicely," he said. "Telco is strong. Streaming services are starting to dip their toes in the water. It's a pretty good cross section of categories" (John Ourand, THE DAILY).