Media Money
- Facebook's COO Sheryl Sandberg to Harvard Grads: ‘Can You Click On an Ad or Two’
- NCTA Trends: Mobile video, Watch ESPN and TV Everywhere
- Discovery CEO David Zaslav on OWN, Global Growth & Netflix Impact
- National Cable Show: Cloud, Wifi, TV Everywhere Loom Large
- Facebook: Hacking All Night to an IPO
- Why Facebook Is Celebrating Its IPO With a Hackathon
- Inside Facebook's Money Machine
- Sheryl Sandberg: Facebook's Billion-Dollar Woman
- Diablo III Launch Breaks Records and Servers
- Privacy in Focus Ahead of Facebook IPO
RSS FEED
MOST SHARED
- Greece Pours $22.6 Billion Into Four Biggest Banks
- Europe Has Wall Street's Bull on a Short Leash
- Greece to Leave Euro Zone on June 18: Wealth Manager
- Spain's Borrowing Costs Near Danger Level: Bailout Next?
- Winemaking Lures the Wealthy, But Not With Profits
- Collectors Wary Of Investing In Josh Hamilton
- The Shortage of Women Billionaires
- 5 Spots Where the Dollar Buys a Great Vacation
- 10 Ways to Save Money by Spending More
- A New Look at the ‘New Poor’
- Six Pack: Beer Buzz of the Week
- Greek Exit Could Trigger 50% Fall in Euro Stocks: Analyst
- Under Pressure, FHA Skews to Wealthier Home Buyers
- Big Stock Upside for Hudson City Deal: Analyst
- 5 High-Yield Stocks Ready to Boost Dividends
- Yoshikami: Four Things You Need to Know About Gold Now
- Steinbock: The Euro Zone Endgame Begins
- Option Bulls Take Another Shot on Idenix
- Spain's Debt Costs Near Danger Level: Is Bailout Next?
- US Markets Will Be Watching Europe—And Jobs Report
- European Companies Plan for Greek Unrest and Euro Exit
- Public Pensions Faulted for Bets on Rosy Returns
- Greece to Leave Euro Zone on June 18: Wealth Manager
- Italy 2-Year Borrowing Costs at Peak Since December
- Euro Bond Wins Supporters, but Details Remain Vague
- German, UK Bond Yields Will Go Even Lower
- Labor Board Member Resigns Over Leak to GOP Allies
Super Bowl Ad Spending: What Does It Mean for Ad Trends?
Text Size 
CNBC Correspondent
 |
Super Bowl XLIV | South Florida 02.07.10 |
First the bad news: the carefully watched cost of a 30-second spot is down this year. Advertisers are paying $2.5 million to $2.8 million, down from $3 million a year ago, according to a TNS Media Intelligence report issued today. This is only the second time in Super Bowl history that ad pricing has dropped from one year to the next. Pepsi [PEP
Loading...
()
]—the number two Super Bowl advertiser over the past two decades will not buy a spot in the broadcast for the first time in 23 years. General Motors, which was a major advertiser for the event until it dropped out last year, will not advertise again this year. Ditto for Fed Ex [FDX
Loading...
()
], which last year sat out the event for the first time in 12 years.
The good news: CBS [CBS
Loading...
()
] reports that it's sold out nearly every one of its 62 available ads, which puts it in a stronger position than NBC was in at this point last year. Even though the price for a 30-second commercial is lower, the price of an ad has still more than quadrupled in the past 20 years. And while advertisers always drop out, newcomers always join, accounting for 20 to 25% of the advertisers.
The fact that nearly all of CBS’ ad inventory is sold a month before the event indicates that demand is coming back. While the lower ad rate isn't great, many of last year's ads were sold before the financial crisis really took hold, so last year's rates may not take into account the full decline before the 2009 Super Bowl. We'll see how long it takes to sell the final few ads, and we'll see if some new mega brands emerge to replace stalwarts like GM and Pepsi.
Questions? Comments?
Data is a real-time snapshot *Data is delayed at least 15 minutes
