CBS Inches Closer to Selling Out Super Bowl XLIV.

Posted by truecreek on October 8, 2009 under More Dam News | Be the First to Comment

An earlier post spoke to the great numbers being delivered by sports programming.  Looks like it might just lead the way coming out of this thing….

By Brian Steinberg

CBS is close to selling out approximately 80% of its ad inventory for Super Bowl XLIV, according to a person familiar with the situation, a sign that the sports-advertising marketplace may be recovering more quickly than other TV venues.

CBS is still hesitant to force a price point into its discussions but has sought between $2.5 million and $3 million for a 30-second spot in the game, according to this person. As usual, the price hinges on the position of the ad within the telecast as well as whether advertisers want to get more involved with the event by buying up pre-game time or other CBS sports inventory. CBS is expected to broadcast the game from Miami on Feb. 7, 2010.

The pace of sales emphasizes marketer interest in big-audience sporting events. Already, sales for NFL and college-football games at many networks have garnered better-than-expected interest, particularly as cash-strapped consumers stay at home and rely more heavily on televised entertainment.

NBC’s first several “Sunday Night Football” broadcasts of the season, for example, have been ratings bonanzas, and CBS has seen substantial advertiser interest in its college football games. ESPN scored the highest-rated cable event in history for its “Monday Night Football” game between the Vikings and the Packers this week, thanks to widespread interest in the return of Brett Favre. Marketer interest in the events has also been fueled by the fact that viewers often watch them live, rather than fast-forwarding through content — and past ads — with digital video recorders.

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