Super Bowl Ad Slots Sold Out

CBS has sold out the Super Bowl a week in advance of the game, the network has confirmed. All but a few of the pre- and post-game spots are gone as well.
 
Advertisers paid between $2.5 and $3 million per 30 seconds (paying more for single spots or placement earlier in the game), and the network will realize a $200 million-plus payday on Feb. 7, including pre-game sales.
 
“Considering where things are with the economy we are pleased we are where we are,” said John Bogusz, evp, sales and marketing, CBS Sports. Even in better economic conditions, it’s not uncommon for networks to head into Super Bowl weekend with a couple of spots still for sale, he noted.
 
But demand for the NFL has been strong all season long, Bogusz said, noting that regular season sales were up “close to double digits” over the prior year.
 
The Super Bowl is formatted for 62 in-game units, although there are several “floaters” that can be added if necessary. One source said the net had sold a couple of the floaters, although Bogusz would only confirm that the 62 in-game spots were sold.
 
Last year, according to Kantar Media (formerly TNS Media Intelligence), NBC collected $213 million for ads that appeared in and around its coverage of Super Bowl XLIII. Advertisers paid an average of about $2.8 million for ads in the game.
 
This year, a couple of controversies have helped drive pre-game buzz for advertisers, including Christian group Focus on the Family, which has purchased time for a spot featuring Heisman Trophy winner Tim Tebow and his mom discussing her decision not to have an abortion when she was pregnant with him against the advice of doctors.
 
And Electronic Arts was reportedly forced to alter the “Go to hell” tagline on its ad for a new Dante’s Inferno-themed video game. (Not that a network would ever use a term like “damn” on the airwaves.)
 
In addition to Focus on the Family, new advertisers this year include HomeAway, the vacation rental service, the U.S. Census Bureau and truTV, the Turner cable network. In effect, they replaced the four spots Pepsi dropped for soft drink ads.
 
Returning advertisers include Anheuser-Busch, Hyundai, Audi, Dodge, Cars.com, CareerBuilder and Coca-Cola.
 
CBS also got a handful of advertisers to sponsor half-hour blocks in its six and a half hour block of pre-game fare. Those sponsors include Callaway Golf, Ritz, Doritos, Monster.com, Pizza Hut and Vizio.