If $3.7 to $3.8 million is burning a hole in your pocket, you're out of luck.
With kickoff a little over three weeks away, CBS Corp. CEO Leslie Moonves announced yesterday that all of this year's Super Bowl advertising availabilities were – finally – sold.
By way of contrast, when Fox aired the 2011 Super Bowl, they were sold out by October, 2010.
The average price of a :30 was $3.7 to $3.8 million – higher than last year's $3.5 million average. "We have sold some of our spots for over $4 million," Moonves noted. But "[i]f one of those movie companies wants to come in and pay five or six million, we will find room," he added.
Flagship station WCBS-TV has sold :30s for $1 million a pop, an amazing figure for a local spot, even in New York.
The pricing and timing are interrelated, party by the law of supply and demand and partly by CBS sales strategy.
"CBS had held out longer to secure higher prices for the game," Advertising Age explained. "The company always envisioned taking a year to sell advertising in its Super Bowl XLVII broadcast, [Moonves] said."
Now that all the advertisers are in place, more are disclosing their Super Bowl plans:
- Though fast-food brands have dropped out of the Super Bowl broadcast, choosing to either run pre-game or to buy regional and spot adjacencies, Taco Bell is bucking the trend. After benching themselves since 2010, they'll be airing a :60 which includes their year-old campaign line, "Live Mas."
- Try to contain your enthusiasm. Gangnam rapper Psy finished shooting a Wonderful Pistachios commercial in California yesterday in which he wears a pistachio-green suit and demonstrates a special (Korean?) way to open pistachio shells. I can harldy wait.
- GM will be sitting on the sidelines this year. After losing 8.6 percent of its market share in 2012, maybe Chevy's pockets didn't run deep enough for the Super Bowl – especially at CBS's prices.
- Chrysler will be back this year – whether to sell cars or political agendas, they haven't said.
- Lincoln will not be running its commercial with Abraham Lincoln, Clark Gable and other dead people after all. Instead, they're shooting a new spot which may or may not include Jimmy Fallon, according to Ford EVP/Global Marketing Jim Farley.
- Paramount will air a second-quarter trailer for new movie "Star Trek into Darkness." In conjunction with that, they'll be streaming "special content" to viewers who downloaded an app and entered a sweepstakes before game time.
- CBS will air a promo for "Late Night with David Letterman."
- Anheuser-Busch InBev will run one or two spots introducing pseudo-craft beer Budweiser Black Crown as part of their major buy.
- Though Oreo chose The Martin Agency as their agency of record, Wieden+Kennedy will be creating and producing their second-quarter :30.
- Pepsi will air two :30s – one to sell its flagship brand and one to introduce the halftime show it's sponsoring.
- Toyota's first-quarter commercial will feature Kaley Cuoco from sitcom "The Big Bang Theory" and include a photo of the winner of a related Twitter promotion.
- In addition to Cuoco, pseudo-celebrities Psy, Usher, Kate Upton and Danica Patrick will appear in Super Bowl spots.
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