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MediaBuyerPlanner: It's the time of year when major marketers turn their minds to the Super Bowl and its ads.
Sources say that CBS has sold approximately 80 percent of its ad inventory for the Feb. 4, 2007 Super Bowl. Ads are going for a bit more than $2.6 million a pop, writes Adweek. CBS won't confirm the report, but did say that the first half was virtually sold out. It added that there were some spots left, mostly in the fourth quarter of the game.
Automaker GM has said it will be back to sponsor the game this year, as has Anheuser-Busch, CareerBuilder.com, Federal Express, PepsiCo, Frito-Lay (whose ad will be created by consumers) and GoDaddy.com.
Criminal Minds will get the coveted lead-out slot of the game.
Super Bowl-related programming will begin at noon. Ads start at $100,000 per 30 seconds and get increasingly more expensive leading up to kick-off. Last year, Super Bowl ads went for an average of about $2.4 million. While some advertisers are paying $2.6 million for slots this year, it is difficult to say what the average price will be, with spots still left to sell.
Some advertisers pay less per spot because of the quantity they purchase. Anheuser-Busch, for example, will pay about $2 million per spot for the 10 spots it will purchase.
The NFL ad market has remained robust this year. Ratings are up for regular season games, and so is pricing, by high single digits, to more than $300,000 per 30-second spot for games on CBS, according to John Bogusz, evp, sports sales at CBS.
Last year, the Super Bowl scored record prices for ads. Ratings for the game were up half a point from the previous year.
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