TBS, Fox Rounding the Bases on Post-Season Baseball Sales


According to media buyers, Turner is asking between $70,000 to $80,000 for a 30-second spot in the ALDS and NLDS, and between $120,000 and $150,000 for time in the NLCS.

For its part, Fox has sold out 80 percent of its postseason inventory, which includes time in the ALCS and the World Series. Pricing at flat to low-single-digit CPM increases, the broadcaster has whipped up support from a host of categories, including: wireless, retail, fast food, movies and auto, said a source close to the network.

As expected, Fox is getting strong support from official MLB sponsors. Among the brands in the league’s starting lineup are A-B, General Motors, Taco Bell, Gillette and Pepsi.

As of Sept. 25, only the Yankees had clinched a playoff berth. That said, with a week of regular-season action remaining, Los Angeles is a double-barreled lock, thanks to the Dodgers and Angels, as are Philadelphia, Boston and St. Louis.

“The networks are looking at a lineup of big-cityteams, and that presents an attractive opportunity,” said Neal Pilson, a consultant and former president of CBS Sports. “Given the size of the markets, the allure of postseason baseball and the strengthening sports marketplace, there’s cause for optimism.”

The high-profile nature of the playoffs also allows TBS to stretch its creative muscles. The net has teamed up with Avis to develop a series of three baseball-themed spots in support of the company’s “Rental Health Day” campaign. The 60-second narratives are spun by peripheral ballpark figures, like a costumed mascot (“I have the best seat in the house, but no peripheral vision”) and a jumbotron operator.

Meanwhile, the Captain Morgan and Hass Avocados sponsorships should particularly resonate with out-of-home viewers. Noted Diament: “If you’re in a bar and you see an ad for Captain Morgan, it becomes almost like real-life product placement.”