Some of the nation’s best-known products and brands come out each year to advertise in the Super Bowl in hopes of making a splash among consumers. In 2018, the Olympics and Super Bowl took place close to one another, and NBC tried to work with sponsors who wanted to try creative concepts that might work in both events. NBC has experience with an Olympics and a Super Bowl that take place right up against one another. And NBC and CBS swapped the 20 Super Bowl broadcasts so that NBC could better align its 2022 Winter Olympics broadcast with the football championship. The Tokyo Olympics were supposed to take place last year, but were postponed to 2021 by the coronavirus pandemic. NBC is in some ways trying to make the best of a chaotic situation. The network ran 96 national and local spots as well as promos, accounting for about 57 minutes’ worth of time, CBS’ 2021 broadcast of Super Bowl LV generated approximately $545 million in in-game advertising, according to Kantar, a tracker of ad spending - a new record. At $6 million, NBC would be seeking a 9.1% increase over the $5.5 million CBS sought for 30 seconds of ad time in 2021 and Fox pressed for in 2020. But most sports broadcasts continue to take place on live TV, and fans seem to tolerate watching a few ads in exchange for the experience. As more traditional TV viewers migrate to streaming-video services, they are increasingly able to avoid the ads they might have to watch in a linear viewing experience. Disney has wrapped its upfront sales talks, and saw most of its growth come in ad dollars committed to digital venues and live sports events, according to people familiar with the matter.īy asking for $6 million - as is always the case, the price of a Super Bowl ad is fungible, depending on the client doing the buying and the amount of time they ultimately intend to purchase - NBC is betting that it can ride a renewed wave of enthusiasm from Madison Avenue for live sports, and the big audiences they attract all at once. The TV industry’s advance sales effort continues, but there are already indications that sports are proving to be a significant driver of business. That’s no easy task, and the daunting amount of ad time that needed to be sold may have played a role in NBCUniversal’s brisk upfront sales process, which company CEO Jeff Shell said on Monday had recently been completed. The company will broadcast the Tokyo Olympics in July, followed by the Super Bowl in February and the Beijing extravaganza. It is not uncommon for the network broadcasting the Super Bowl to push advertisers for a bigger commitment to other commercial inventory, but the arrangement being discussed illustrates just how much premium ad inventory NBC must sell over the next several months. The network is pressing for higher prices from advertisers even though the most recent Super Bowl broadcast drew an average of 96.4 million viewers - the smallest audience for the game since 2007
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