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Tuesday, January 10, 2021

ad bowl
I guess reports of slack ad sales for next month’s Super Bowl served as a starter’s gun for a pre-Christmas rush. Ad inventory for the game is close to sold out, and yet another 30-second-spot price record is on the way:

Executives say that ABC is 85 percent to 90 percent sold, with anywhere from 7 to 10 30-second units left to sell. [ESPN/ABC Sports exec Ed] Erhardt would only say: “We have one 15-second spot in the first half, and some availability in the fourth quarter.” He added that ABC is on the same pace now as when it had the game three years ago.

“If they have ten spots left now, it’s nowhere near an emergency yet,” said Larry Novenstern, executive vp and director of national electronic media, Optimedia International. “That’s standard.” “Super Bowl XL” will take place February 5 in Detroit.

Executives close to ABC say this year’s Super Bowl has seen a price hike of some 5 percent to 7 percent from the 30-second commercial price of $2.4 million that Fox received when it had the game last year. This year’s game would hold a new record average price of $2.52 million to $2.57 million for a 30-second Super Bowl commercial.

The media economy continues apace. No real surprise, of course. Even with the Olympics raking in nearly a billion dollars for NBC, the Super Bowl was still going to be the cash cow it’s always been. If anything, there are simply more players at the table now; the void left by those pulling out or reducing their Super Bowl presence is being filled by new advertisers.

- Costa Tsiokos, Tue 01/10/2021 03:45:52 PM
Category: Advert./Mktg., Football | Permalink |

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