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News - CBS Anticipates America’s Game of the Year

Nov/2012

19

CBS Anticipates America’s Game of the Year

With less than 5 percent of inventory left, broadcasting station CBS expects a sellout for the upcoming Super Bowl, and more than $225 million in revenue.

Jo Ann Ross, CBS President of Network Sales, stated this week that the station has less than a handful of spots left for ads during Super Bowl XLVII, with more than 95 percent of the total advertising inventory sold at a record average price of $3.8 million, and some at more than $4 million.

“We literally have just a couple of units left in the game,” added John Bogusz, Executive VP of Sports Sales and Marketing at CBS. “We are really pleased.”

The average price is up from the $3.5 million NBC got last year. While Ross would not project how much revenue that will mean to CBS, she said it will be in excess of the $225 million. CBS will sell specific spots in the Super Bowl game and has a back-up plan for advertisers in case the game goes to overtime.

Out of the top five Super Bowl advertisers during the past decade, only General Motors has not signed on for this year’s game on February 3rd in New Orleans. The other big spenders this year are anticipated to be Anheuser-Busch, PepsiCo, the Walt Disney Company and the Coca-Cola Company.  Frito-Lay and Go Daddy are both expected to be back, among others. Additionally, the ever-popular car ads are expected to come roaring back after being stalled by the recession.

“The automotive category is extremely healthy in the game, regardless of General Motors,” said Ross. While they would not name any studio other than Disney, Ross and Bogusz both said the major movie companies will be very visible in the game. “Almost all are in, with one or two exceptions,” said Bogusz. “It’s a big platform for movie releases.”

The most popular football game of the year’s advertising comes on the heels of a strong sports year for CBS. The sales and pricing for NFL games is up by double digits this year.

While CBS is happy with its pace, they still are very much aware of the fact that  two years ago Fox completely sold out its Super Bowl before the November holiday. “We’d love to be sold out by Thanksgiving,” said Ross. “I don’t know if that is realistic. What is realistic is that inventory will sell out well before the game.”   

With the past two Super Bowls being the most-watched programs in U.S. television history, CBS has seen the price of ads continuing to rise.  It should be fun this year to watch America’s game played out, both on television and in the eyes of current and future advertisers.

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