IBJNews

CBS sells out Super Bowl advertising slots

Back to TopCommentsE-mailPrintBookmark and Share

Tim Tebow’s Super Bowl commercial for Focus on the Family, along with first-time advertisements from a dozen other marketers, helped CBS increase sales from the game as Priceline.com Inc. and Toyota Motor Co. opted out.

New advertisers Electronic Arts Inc., Qualcomm Inc. and truTV are joining Tebow and long-time Super Bowl marketer Anheuser-Busch InBev NV, the biggest sponsor, to push sales past the $206 million NBC reported last year, according to Dana McClintock, a spokesman for New York-based CBS Corp.

CBS has completed ad sales for the Feb. 7 match-up between the New Orleans Saints and Indianapolis Colts, with prices for some 30-second spots exceeding $3 million, according to CBS. Building on record audiences for last month’s playoffs, the National Football League championship could attract 100 million viewers, said Jo Ann Ross, head of CBS advertising sales, topping last year’s record 98.7 million.

“People don’t record the Super Bowl,” said Phil Marineau, senior product manager at Redwood City, Calif.-based Electronic Arts, which is promoting the “Dante’s Inferno” video game. “They don’t want a Twitter or text message to spoil it, so they watch it live and they watch the commercials.”

CBS’s sellout of ads a week ahead of the kickoff in Miami suggests the advertising market is recovering.

In previous match-ups, networks had ads to sell until the weekend of the game, according to Andy Donchin, director of media investments at Carat, a New York advertising agency whose clients include Papa John’s International Inc., the pizza chain based in Louisville, Ky. It’s rare to wrap up Super Bowl sales six days before the game, Donchin said.

U.S. broadcast network advertising may rise 7.8 percent this year from 2009, Barclays Capital estimated last week, up from a prior projection of a 4.5 percent increase.

CBS is running a Web site and a Feb. 3 show to let viewers vote on the best ads from past games.

Tebow, the 2007 Heisman Trophy-winning quarterback at the University of Florida, will appear with his mother, Pam, in a commercial for Focus on the Family, a Christian not-for-profit advocacy group based in Colorado Springs, Colo.

“They will share a personal story centered on the theme of ‘Celebrate Family, Celebrate Life,’” Jim Daly, the group’s president, said in a statement.

The ad is expected to recount the story of Pam Tebow’s pregnancy in 1987, the Associated Press reported. While on a mission to the Philippines, she rejected her doctors’ advice to abort her fifth child and gave birth to Tim, AP reported.

With at least 13 new advertisers, according to CBS, this year’s game is attracting double the number of new participants as last year and the year before. The network lists 38 marketers whose ad buys for the event are public.

Companies introducing products are attracted to the Super Bowl because the championship draws the biggest TV audience of the year, Donchin said. Electronic Arts’ “Dante’s Inferno” arrives in stores on Feb. 9, two days later, Marineau said.

Unilever, the world’s second-largest consumer products company and based in London and Rotterdam, is promoting a new line of soap for men. Time Warner Inc. will air a 30-second spot for “Full Contact,” a behind-the-scenes program about the NFL on the New York-based media company’s truTV cable channel, formerly known as Court TV, according to a statement.

Qualcomm, the San Diego-based maker of cell-phone chips, is promoting its FLO TV personal television service for handheld devices.

Belgian brewer AB InBev’s Budweiser, the biggest advertiser, is taking five minutes of air time, according to Advertising Age, the industry trade publication. Dodge, owned by Auburn Hills, Mich.-based Chrysler Group LLC, is the only domestic automaker, while Volkswagen AG’s Audi and namesake German brand, Japan’s Honda Motor Co., and South Korea’s Hyundai Motor Co. and Kia Motors Corp. have taken spots.

“The positive side is the imports have really stepped up to the plate,” CBS’s Ross said in an interview. “In some cases they’re buying two 30-second spots.”

ADVERTISEMENT

Post a comment to this story

COMMENTS POLICY
We reserve the right to remove any post that we feel is obscene, profane, vulgar, racist, sexually explicit, abusive, or hateful.
 
You are legally responsible for what you post and your anonymity is not guaranteed.
 
Posts that insult, defame, threaten, harass or abuse other readers or people mentioned in IBJ editorial content are also subject to removal. Please respect the privacy of individuals and refrain from posting personal information.
 
No solicitations, spamming or advertisements are allowed. Readers may post links to other informational websites that are relevant to the topic at hand, but please do not link to objectionable material.
 
We may remove messages that are unrelated to the topic, encourage illegal activity, use all capital letters or are unreadable.
 

Messages that are flagged by readers as objectionable will be reviewed and may or may not be removed. Please do not flag a post simply because you disagree with it.

Sponsored by
ADVERTISEMENT

facebook - twitter on Facebook & Twitter

Follow on TwitterFollow IBJ on Facebook:
Follow on TwitterFollow IBJ's Tweets on these topics:
 
Subscribe to IBJ
  1. Socialized medicine works great for white people in Scandanavia. It works well in Costa Rica for a population that is partly white and partly mestizo. I don't really see Obamacare as something aimed against whites. I think that is a Republican canard designed to elicit support from white people for republican candidates who don't care about them any more than democrats care about the non-whites they pander to with their phony maneuvers. But what is different between Costa Rica nd the Scandanavian nations on one hand and the US on the other? SIZE. Maybe the US is just too damn big. Maybe it just needs to be divided into smaller self governing pieces like when the old Holy Roman Empire was dismantled. Maybe we are always trying the same set of solutions for different kinds of people as if we were all the same. Oh-- I know-- that is liberal dogma, that we are all the same. Which is the most idiotic American notion going right back to the propaganda of 1776. All men are different and their differences are myriad and that which is different is not equal. The state which pretends men are all the same is going to force men to be the same. That is what America does here, that is what we do in our stupid overseas wars, that is how we destroy true diversity and true difference, and we are all as different groups of folks, feeling the pains of how capitalism is grinding us down into equally insignificant proletarian microconsumers with no other identity whether we like it or not. And the Marxists had this much right about the War of Independence: it was fundamentally a war of capitalist against feudal systems. America has been about big money since day one and whatever gets in the way is crushed. Health care is just another market and Obamacare, to the extent that it Rationalizes and makes more uniform a market which should actually be really different in nature and delivery from place to place-- well that will serve the interests of the biggest capitalist stakeholders in health care which is not Walmart for Gosh Sakes it is the INSURANCE INDUSTRY. CUI BONO Obamacare? The insurance industry. So republicans drop the delusion pro capitalist scales from your eyes this has almost nothing to do with race or "socialism" it has to do mostly with what the INSURANCE INDUSTRY wants to have happen in order to make their lives and profits easier.

  2. Read the article - the reason they can't justify staying is they have too many medicare/medicaid patients and the re-imbursements for transporting these patient is so low.

  3. I would not vote for Bayh if he did run. I also wouldn't vote for Pence. My guess is that Bayh does not have the stomach to oppose persons on the far left or far right. Also, outside of capitalizing on his time as U. S. Senator (and his wife's time as a board member to several companies) I don't know if he is willing to fight for anything. If people who claim to be in the middle walk away from fights with the right and left wing, what are we left with? Extremes. It's probably best for Bayh if he does not have the stomach for the fight but the result is no middle ground.

  4. JK - I meant that the results don't ring true. I also questioned the 10-year-old study because so much in the "health care system" has changed since the study was made. Moreover, it was hard to get to any overall conclusion or observation with the article. But....don't be defensive given my comments; I still think you do the best job of any journalist in the area shedding light and insight on important health care issues.

  5. Probably a good idea he doesn't run. I for one do not want someone who lives in VIRGINIA to be the governor. He gave it some thought, but he likes Virginia too much. What a name I cannot say on this site! The way these people think and operate amuses me.

ADVERTISEMENT