×
You will be redirected back to your article in seconds

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

  • BBC Orders Oscar Wilde Documentary with

    BBC Orders Oscar Wilde Documentary With Stephen Fry, Freddie Fox

    A new documentary about Oscar Wilde will tell the celebrated writer’s story with a star cast recreating excerpts from his greatest works, including “The Importance of Being Earnest” and “The Picture of Dorian Gray.” Freddie Fox, Claire Skinner, Anna Chancellor and James Fleet will all perform in the 80-minute show, “The Importance of Being Oscar,” which [...]

  • FOSSE VERDON -- Pictured: (l-r) Michelle

    TV News Roundup: 'Fosse/Verdon' Premiere Date Set at FX

    In today’s TV news roundup, FX announced the premiere date for “Fosse/Verdon,” and Comedy Central released a new trailer for the final season of “Broad City.”  DATES “Workin’ Moms” is set to premiere Feb. 22 on Netflix. The series, which is currently in its third season, first aired in Canada on CBC Television and is [...]

  • Ilana Glazer Abbi Jacobson

    'Broad City' Stars on Discovering New Aspects of Their Characters

    Throughout the run of “Broad City,” creators Abbi Jacobson and Ilana Glazer have been conflicted about how much of their on-screen characters (also named Abbi and Ilana) should come directly from their personalities and lives. But when it came to the final season, Jacobson in particular experienced a life-changing shift that she wanted to impart [...]

  • The Goldbergs spinoff

    NBC Orders Comedy Pilot 'Uninsured' From 'Goldbergs' Producers

    NBC has ordered a pilot for the multi-camera comedy “Uninsured.” In the series, young parents Dave and Rebecca end up having to take care of Dave’s parents who have mishandled their finances and need help to pay down a sizable debt. Dan Levy will serve as writer and executive producer, with Doug Robinson and Alison Greenspan [...]

  • Emily Kapnek

    'Splitting Up Together' Creator Emily Kapnek Inks Overall Deal at ABC Studios (EXCLUSIVE)

    Writer and producer Emily Kapnek has signed a three-year overall deal at ABC Studios, Variety has learned exclusively. Kapnek most recently developed the ABC single-cam comedy series “Splitting Up Together,” which is based on the Danish series “Bedre skilt end aldrig.” She was previously under an overall deal at Warner Bros. Television, which produces “Splitting Up [...]

More From Our Brands

Access exclusive content