Tuesday, January 12, 2010

Super Bowl ad prices fall; still cost millions

The economic slump has prices for Super Bowl commercial time falling for only the second time in its history, but it is still the most expensive on television.


TNS Media Intelligence said Monday that 30-second commercials during next month's Super Bowl on CBS are selling for between $2.5 million and $2.8 million. That's a drop from last year, when ads averaged $3 million on NBC — a record, according to TNS.


Some big players like Pepsi and General Motors are staying on the sidelines. This leaves holes for smaller companies like Diamond Foods and Dr Pepper Snapple to use the Super Bowl to get their wares in front of 100 million viewers who are practically guaranteed to watch their ads.


It's unclear how much revenue Super Bowl advertising will generate for CBS. As of Friday, only four of the 62 commercial slots remained to be sold. While not conceding that ad rates have slipped, CBS said the pace of sales has been better than it was for NBC a year ago.


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