The cost of advertising during the Super Bowl continues to rise, setting CBS up for a record haul for next February's big game.
During the company's earnings call on Wednesday, CBS Corp.'s CEO and president Leslie Moonves told investors that CBS is getting $5 million for a 30-second spot in next February's Super Bowl, which will be the 50th edition of the big game. "Super Bowl advertising is already proving to be more lucrative than ever, with 30-second spots selling for $5 million and additional digital revenue being generated for Super Bowl ads online," he said.
Back in February, Moonves predicted that CBS would get "north of $5 million" for ads but had been selling them for $4.6 million to $4.7 million. This year will also mark the first time Super Bowl ads will run both on air and on the livestream of the game; advertisers previously purchased ads for the game's livestream separately.
The cost of Super Bowl airtime has continued to rise as live sports remain one of the few drivers of major viewership in today's time-shifted world. The $5 million price tag represents an 11 percent jump from the $4.5 million that NBC brought in last February. That game drew north of 114 million viewers, the most-watched TV telecast in U.S. history.
The NFL returns to the gridiron on Sunday with the annual Hall of Fame Game preseason tilt, between the Minnesota Vikings and Pittsburgh Steelers. The season officially kicks off Sept. 10 with the Tom Brady-less New England Patriots hosting the Steelers.
Super Bowl 50 is set for Feb. 7 at Levi's Stadium in Santa Clara, Calif.