CBS has sold more than 90 per cent of Super Bowl ad spots
CBS, the US broadcaster that is providing the live television coverage of this year’s Super Bowl, claims to have sold more than 90 per cent of its advertising inventory for the NFL’s showpiece game.
The event takes place at the Mercedes-Benz Stadium in Atlanta, Georgia on 3 February.
In an era of increasing media fragmentation, the Super Bowl continues to command a US audience of over 100 million, making it a highly attractive proposition for brands.
This has enabled CBS to generate upwards of $5 million for 30-second spots during this year’s game.
Jo Ann Ross, president and chief advertising revenue officer of CBS, said on Thursday: “Today I am happy to report that we are in great shape. We never say the game is sold out. It is almost sold out. I can tell you we are over 90 per-cent sold.”
Pressed on the line-up, she added: “We have a mix of evergreen advertisers who come back every year and we have some newcomers.”
Confirmed advertisers include Super Bowl regulars such as brewer Anheuser-Busch and sister food and snack brands Pepsi and Doritos.
Ross said: “Important categories for us are beer, soda, auto, movie studios and tech, very well represented in the game.”
She added that CBS was unable to name some advertisers because of nondisclosure agreements, with more having been signed this time than when it last showed the game in 2016.
NBC pulled in 104.1 million viewers for its live coverage of last year’s Super Bowl between the Philadelphia Eagles and the New England Patriots.
The identity of this year’s participants will become clearer after the divisional round of the playoffs, which takes place this weekend.