How CBS Quietly Sold Out of Super Bowl Ads Earlier Than Usual, Despite a Pandemic

A 48-hour final flurry of activity cleared out inventory, stunning marketers

ViacomCBS had been publicly quiet about its Super Bowl ad sales. NFL, Getty Images

In an NFL season filled with unexpected twists and turns, CBS saved one of the biggest surprises for last. Despite public perception that its Super Bowl ad market had been soft due to the pandemic, as some traditional Big Game advertisers had decided to sit out this year, a ViacomCBS spokesperson said Wednesday that it had “virtually sold out” of its in-game inventory.

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.