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CBS Customizes Super Bowl Ad Prices

5 Aug, 2009 Response This Week

NEW YORK – CBS is trying a new approach for selling ad time for Super Bowl XLIV, live from Miami, reports Rather than offering a standard price for a 30-second spot, CBS has told buyers it is willing to work with them to create customized ad packages and then determine a value.

Pricing will be determinant on how much time is purchased, where the ad runs in the program, where products and messages could be woven into certain parts of the telecast, and whether an advertiser is interested in ad opportunities during the network's pre-game coverage.

Though this approach is more flexible than previous Super Bowl ad-sales strategies, the network has made clear it will turn away any offer it deems too low.

The network whose turn it is to broadcast the game usually seeks an “average” price for a 30-second spot – one that increases a few percentage points every year. CBS sought as much as $2.6 million per 30-second ad for its 2007 telecast, FOX requested around $2.7 million per ad in 2008, and this year NBC insisted an ad in the game could be worth as much as $3 million.

It has been hinted that CBS will seek between $2 and $3 million for a Super Bowl slot and it has sold a handful of slots already.

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