NBC’s super ad sales

September 12, 2008


NBC’s sports department is having quite a year. We all know about the Olympics, but now it appears they are raking in money for the 2009 Super Bowl.

The broadcaster said yesterday that it has sold 85 percent of its commercial time for the game — and a dozen spots have gone for $3 million.

It’s worth remembering that there was some snickering when word spread that NBC wanted to sell time for $3 million. I mean, come on! $3 million? In this economy?

As everyone is pointing out this morning, NBC’s Super Bowl success is a reminder that advertisers really want to be involved in the biggest events, where they can reach mass audiences.

But how far will they go? After all, $3 million for 30 seconds? What does that get you on local radio these days — a year of advertising time? And there’s no question that advertisers are facing a tough economic environment, particularly those in the auto and financial services sectors (both huge advertising industries). Let’s not forget that GM recently decided not to buy any advertising time during the Oscars or the Emmys.

Clearly, NBC is doing just fine with the Super Bowl. But where is the breaking point?

Keep an eye on:

  • Film studio Lions Gate Entertainment Corp is in a deal with Zed Group to co-develop mobile entertainment projects, based on Lions Gate films, TV shows and music (Reuters)
  • Doubts about New England Patriots quarterback Tom Brady’s future could sideline potential new endorsement deals,  some sports marketing experts say (USA Today)
  • Amazon has hired a senior Microsoft executive to lead its national ad sales (NY Post)

(Photo: Reuters)

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