According to a media report unveiled by ViacomCBS, CBS has sold out of Superbowl ad slots for the year. While in-game airtime is sold out, CBS still has pre-game and post-game spots available for advertisers who still want to be involved in the event, taking place on Sunday, 7th February.
The virtual sell-out status of the game, which will feature the Kansas City Chiefs taking on the Tampa Bay Buccaneers, was confirmed as ViacomCBS 30-second spot has commanded about USD 5.5 million, slightly below last year’s USD 5.6 million rates. Fox reported USD 600 million in revenue from Super Bowl LIV, including programming before, during, and after the game.
The network’s deals also require marketers to pay an additional USD 300,000 per spot to be included in the digital live stream. This year’s late-moving upfront and NFL markets, due to the pandemic, slowed Super Bowl talks.
Negotiations “accelerated” in August, according to Jo-Ann Ross, president and Chief Advertising Revenue Officer of domestic advertising sales at ViacomCBS, with figures finding a momentum since then. While Budweiser and Coke will not participate, and Pepsi won’t run in-game ads but will continue to sponsor the Super Bowl Halftime Show. Other brands that confirmed their appearance include Huggies, Chipotle, and DoorDash.
Unlike other sports, which have seen massive rating declines, NFL viewership declined by 7% for the regular season but has rebounded during the playoffs. CBS and Fox posted strong numbers from last Sunday’s conference championship games, drawing over 40 million viewers, with Fox’s telecast of the Tom Brady-led Tampa Bay Buccaneers’ win over the Green Bay Packers improving 9% over the 2020 NFC title game.
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