NBC Already Has 85% Of Super Bowl Advertising Locked Up

Thursday, September 11, 2008


Before I get into the story, I still can't believe that is the logo for Super Bowl XLIII. It's just boring and looks like the Patriots logo to me. Anywho, NBC isn't having nearly the trouble selling ads for the Super Bowl that it was for the Olympics. In fact at the start of the NFL Season they only really have about 10 of the 67 spots left. Via John Ourand at Sports Business Daily....

The strong ad sales market surrounding February’s game underscores the strength that big events like the Super Bowl have, even in a down economy. “We see the end zone right now,” Winter said.

NBC’s enviable ad sales position also marks resurgence of an event that had become a tough sell for networks in fall of ‘05 and ‘06. Last year’s game on Fox seemed to re-energize the Super Bowl, which stood out for its numbers (a 43.1 rating) and buzz factor (with the Patriots vying for an undefeated season against the big-market Giants). Coming off an Olympics ad sales effort that saw NBC sell more than $1B, the Super Bowl is another good news story for the network, and shows that big sports events are not being affected by the overall sluggish economy.

NBC’s $3M rate card marks an unprecedented 11% increase from the $2.7M rate card Fox used for this year’s game. Fox set the market at the end of last year, when it ended up getting around $3M for a couple of late-breaking 30-second spots. The $3M rate usually is paid by advertisers that do not buy spots during the season. “I’d be embarrassed to tell anyone that I paid that much for a commercial,” said one ad buyer, who asked not to be identified because he plans to buy at least one spot.
That's just wild, but it seems to make sense. With the economy as low as it's been in quite some time people are trying every way they can think of to put their money into sure things, and the Super Bowl is certainly one of those sure things. The majority of large businesses use the "shotgun approach" to marketing, which is to get your message out through many avenues as to as many people you can, but saving up for a huge event like the SB or American Idol might become more of the norm.

NBC Has Already Sold 85% Of Ad Inventory For Super Bowl XLIII (Sports Business Daily - $)

22 Comments:

I miss the days of Dot Com start-ups blowing their entire year's budget on a Super Bowl ad. So many of those spots reminded me of "GABBO! GABBO! GABBO!" with no allusion to what the companies did.

Kyle said...
Sep 11, 2008, 5:11:00 PM  

Krusty probably didn't like those Gabbo commercials.

Anonymous said...
Sep 11, 2008, 5:23:00 PM  

Krusty HATED those Gabbo commercials!

GMoney said...
Sep 11, 2008, 5:32:00 PM  

Well, yeah. It lead to his brief cancellation and his comeback special.

Anonymous said...
Sep 11, 2008, 5:49:00 PM  

Instead of "What I got you gotta get and put it in ya," how about just, "What I'd like is I'd like to hug and kiss ya?"

Kyle said...
Sep 11, 2008, 6:02:00 PM  

Did you just use the word "anywho"? Wow...

Anonymous said...
Sep 11, 2008, 6:07:00 PM  

anonymous, this discussion is about Krusty Gets Kancelled. Contribute or leave!

Kyle said...
Sep 11, 2008, 6:15:00 PM  

"Don't forget the Special Olympics."
"Oh yeah....I slaughtered the Special Olympics."

Sep 11, 2008, 6:18:00 PM  

Why is the Super Bowl still in February?

Also, why is word verification back?

Anonymous said...
Sep 11, 2008, 8:05:00 PM   Sep 11, 2008, 8:22:00 PM  

Non-Simpsons related: The Super Bowl will be in February for the foreseeable future; around Valentine's Day if they add one or two more regular season games.

Also, why is word verification back?

I was gonna guess "to prevent a flood of spam posts," but...

Sep 11, 2008, 9:16:00 PM  

Isn't part of the reason the Super Bowl is in February due to Sweeps? Makes sense for whichever network is broadcasting it.

Kyle said...
Sep 11, 2008, 9:27:00 PM  

``That ought to hold the SOB's.''

Anonymous said...
Sep 11, 2008, 9:49:00 PM  

It's probably not so much about sweeps, but about the actual schedule. The Super Bowl used to be the last weekend in Jan. when the season started on Labor Day weekend. With the season pushed back a week later, they had to put it in Feb or eliminate the off week after the championship games. Perhaps if they do have an extended regular season, we will have a valentine's day super bowl.

Anonymous said...
Sep 11, 2008, 9:52:00 PM  

Going back to the Super Bowl logo, I agree. That is a lame logo (and it does scream Patriots). Last year's logo was awesome. This one, not so awesome. Then again, what else would you expect from a Super Bowl in Tampa Bay? (I'm kidding, of course)

jfein said...
Sep 11, 2008, 10:09:00 PM  

Bette Midler on halftime?

Anonymous said...
Sep 11, 2008, 11:01:00 PM  

Midler's too expensive. I hear the NFL has Ray J. Johnson on speed dial.

Sep 12, 2008, 12:01:00 AM  

Unrelated, but I hope to see Scott Van Pelt's mocking of the guy Tony Romo helped changed a tire for tomorrow!

Winks said...
Sep 12, 2008, 12:28:00 AM  

John Madden and Al Michaels doing the Super Bowl this year? I have a reason to live!

Anonymous said...
Sep 12, 2008, 12:53:00 AM  

three words: Horray for people.

Anonymous said...
Sep 12, 2008, 9:43:00 AM  

Well, at least we get a one year break from awful announcing at a Super Bowl.

jfein said...
Sep 12, 2008, 11:47:00 AM  

You can call me Ray. And you call me Jay!

Kyle said...
Sep 12, 2008, 3:09:00 PM  

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