×

CBS Says Super Bowl Ad Slots Are Filling Up

Ever since the NFL launched “Thursday Night Football,” the Super Bowl has been a harder sell for advertisers. But CBS says it has commitments for “more than 90%” of its available commercial inventory with about a month to go before the game.

Ads in the third quarter have sold out, with scattered availability in the first half of the game and some openings in the fourth quarter, said John Bogusz, executive vice president of sports sales and marketing. The network has seen good demand from automakers, movie studios, beer and soda marketers and technology companies, said Jo Ann Ross, CBS’ president of ad sales and chief advertising revenue officer. What’s more, CBS has secured a title sponsor for each pre-game and post-game hour of programming, Ross said.

CBS has been seeking between $5.1 million and $5.3 million for a package of inventory that often includes a 30-second TV ad and some digital inventory, according to people familiar with negotiations for ad time in the gridiron classic.

CBS gave a presentation Thursday to discuss its plans for broadcasting Super Bowl LIII on February 3 from Atlanta’s Mercedes-Benz Stadium. The network will broadcast seven hours of pre-game coverage and use the game to give audiences a peek at its new reality-competition program, “The World’s Best,” hosted by James Corden, as well as a special Sunday-night broadcast of Stephen Colbert’s “The Late Show.”

In the not-so-distant past, the TV network selling the Super Bowl often declared sell-out in the fall before the game. Now ad-sales executives face a different era, one in which potential sports sponsors have more regular-season football available to them at prices that are cheaper than ad slots in the Super Bowl. They also face a decision about advertising in an event with a price tag well past $5 million. Sure, a big and even medium-sized advertiser can afford the media time for the big-game commercial. But there are other costs, too  – like special effects, licensing popular songs, and enlisting various celebrities to appear in an ad. Some marketers also invest heavily in social-media outreach and marketing programs in retail stores to augment the TV ad’s effect.

CBS ad-sales executives said they believed they had secured a better percentage of sell-out for a month before the game than other networks in recent years. NBC in 2018 confirmed sell-out of Super Bowl LII with just 48 hours before kick off, while Fox in 2017 declined to say if it had sold out its broadcast of Super Bowl LI.

CBS is “in discussions” with the White House about a possible pre-game interview with President Donald Trump. said Sean McManus, president of CBS Sports, but nothing has been finalized at present.

 

More TV

  • Titans Ep. 101--Photo Credit: Steve Wilkie

    'Titans' Crew Member Dies After Stunt Goes Wrong at Special Effects Facility

    A crew member of DC Universe show “Titans” died following an incident during rehearsal at a special effects facility in Toronto on Thursday. The stunt, which involved a car, went awry when a piece of the car broke off unexpectedly and struck a special effects coordinator. Production will be shut down for two days. “We [...]

  • One Percenter TV Shows

    New Wave of TV Shows Lets Viewers Watch the Rich Get Their Just Deserts

    “Blessed are the poor in spirit: for theirs is the kingdom of heaven,” reads the sign at the entrance to the massive Gemstone family compound. It goes on: “No trespassing.”  “The Righteous Gemstones,” the new HBO comedy debuting Aug. 18, depicts a family that’s as pious about other people’s fortunes as it is protective of its own. Led by patriarch John [...]

  • Stephen Hillenburg (Exec. Prod. Spongebob)'The Spongebob

    'SpongeBob SquarePants' Team Honors Stephen Hillenburg at Comic-Con

    The cast of “SpongeBob SquarePants” paid tribute to the late Stephen Hillenburg during their panel at San Diego Comic-Con on Thursday. “SpongeBob to me represents Steve in a really profound way,” said Bill Fagerbakke, who voices Patrick Star. “The nature of that character is what the whole show is built on and so it’s kind [...]

  • Tina Fey, Ted Danson Comedy Series

    Tina Fey, Ted Danson Comedy Series Ordered at NBC

    NBC is bringing together two of its biggest stars in Ted Danson and Tina Fey for a new comedy. The network has issued a straight to series order for a comedy in which will star Danson as a wealthy businessman who runs for mayor of Los Angeles for all the wrong reasons. Once Danson’s character [...]

  • On-Location Filming Slides 3.9% in Los

    On-Location Filming Slides 3.9% in Los Angeles in Second Quarter

    Held down by a lack of soundstage space, total on-location filming in greater Los Angeles declined 3.9% in the second quarter to 8,632 shoot days, permitting agency FilmLA reported Thursday. “Although our latest report reveals a decline in filming on location, local production facilities tell us that they are operating at capacity,” said FilmLA president [...]

  • Don Johnson

    'Nash Bridges' Revival With Don Johnson in Development at USA Network

    USA Network is in early development on a revival of “Nash Bridges,” Variety has confirmed. Original series star Don Johnson has signed on to star in the series, reprising the title role he played for six seasons when the show originally ran on CBS. Carlton Cuse, who created the original show, is not attached as he [...]

More From Our Brands

Access exclusive content