Super Bowl XLIV Will Likely Set a Record for Commercial Minutes
Like 2002, this year's broadcast may be crimped by the economy. CBS, which will telecast the 2010 Super Bowl on Feb. 7, is reportedly selling 30-second time slots for between $2.5 million to $2.8 million, down from the $3 million scored in 2009, TNS Media says. But despite a gloomy economy and price pressure, CBS is close to selling out its 62 ad slots, USA Today reported earlier this month.
So who will be buying time for this year's game? Some of the telecast's bread-and-butter advertisers are staying away, including PepsiCo (PEP), General Motors and FedEx (FDX). Typically as many as a quarter of the game's advertisers are new to the telecast, TNS note. This year's game has attracted newbies such as Electronic Arts (ERTS) and HomeAway, a vacation rental service, TNS says.
During the past 20 years, Super Bowls have produced $2.17 billion in ad sales for the top broadcasters, representing more than 1,400 commercial messages and 210 advertisers. Think beer companies or soda makers are the biggest advertisers? Think again, TNS says. The leading advertiser is the network itself, which takes as much as one-quarter of the commercial time to tout its own shows.