Super Bowl overtime netted CBS $60 million more in advertising

Super Bowl overtime netted CBS  million more in advertising

February 13, 2024 – 09:20

While many of the 30-second ads sold on the market were worth $7 million each, the average fee for the entire list of ads turned out to be around $6.47 million. For the supplementary season, the network aired 10 more advertisements.

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Total Pro Sports

When the kicker Chiefs, Harrison Butker, shipment Sunday night’s Super Bowl game in it Allegiant Stadium in Las Vegas, to play overtime with a 29-yard field goal, the advertising sales team of C.B.S. I already had a full complement of slots to stream during breaks during that span.

Long before it began Super Bowl LVIII in Las Vegas, CBS had reserved a handful of insurance units in case the Chiefs and the 49ers They will need extra time to define the game.

For transmission partners of the NFL, The procedure was fairly straightforward, even considering that overtime is a relatively rare outcome. While C.B.S. was busy selling its standard gaming units, the chain sold between five and seven contingency slots at a slight discount to its average selling price. While many of the 30-second ads sold in the scattered market were worth $7 million each, the average fee for the entire slate of ads turned out to be around $6.47 million. This earned the chain an extra US$60 million.

In 2017, when Fox had transmitted the first Super Bowl OT, between Atlanta Falcons (28) and New England Patriots (34), the network aired some ads that were purchased in the middle of the game. Fox sales representatives later revealed that they had been receiving offers from advertisers during the final minutes of the fourth quarter, and even when Tom Brady completed a two-point conversion pass to wide receiver Danny Amendola to tie the score at 28 with just one minute to play.

Because at the Patriots It only took them nine plays to find the end zone, with Fox only having the opportunity to air four spots in overtime. In the case of CBS, However, the Chiefs needed 14 minutes and 57 seconds of overtime to beat the Niners, a generous allocation that gave the station the means to air 10 extra spots.

Most of the announcements that aired during OT were comeback commitments; For example, an edited 300-second version of the film advertisement for State Farm’s Arnold Schwarzenegger was published after the 49ers scored a field goal to take a 22-19 lead, while the ad “Beyoncé Breaks the Internet” of Verizon was repeated for the last four commercials.

Three of the 10 OT ads were captured by GroupM, which secured pride of place for the Discover commercial with Jennifer Coolidge, which had originally aired during the pre-game show, as well as Universal Pictures’ teaser for upcoming films Monkey Man and Kung Fu. Panda 4.

“When we work with our clients to plan their overall Big Game presence, we know it’s critical to think about the big picture and beyond the game itself,” he said. Martin Blich, CEO of Live Sports and Investment GroupM. “Extra time is a crucial moment in a football match, not only for the players on the field and the teams’ fans, but for everyone watching. With attention for this year’s event at an all-time high, we worked with our brand partners pre-game and in real time throughout the final quarter to secure these coveted spots.”

Source: Ambito

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