Super Bowl ad slots fetch about $2.1M
By Lisa Singhania
Associated Press
NEW YORK — With the Super Bowl just a week away, TV host ABC still has a handful of commercial spots to sell for what has become the ad industry's showcase.
More than 90 percent of the 61, half-minute long TV commercial slots had been purchased as of the end of this week — at an average selling price of between $2.1 million and $2.2 million each, about 10 percent higher than a year ago.
Although it may seem late in the game, analysts say its not unusual for networks to struggle a bit once the prime first half and halftime slots are gone.
"At this point in time, just about every network usually has some ads left," said Carolyn Bivens, president and chief operating officer of Initiative Media. "Most of those are going to be late in the fourth quarter. Those are always the ones that go last. But any of the ad positions in the first or second quarter and following halftime are long gone."
Super Bowl commercials are traditionally among the most coveted and prestigious in the advertising world. The reason: the game is the most widely watched event on TV with an audience that averages more than 80 million people. It's an opportunity for advertisers to show off their skills, and reach a wide, diverse group of people — some of whom tune in just for the ads.
"If you want to reach a mass audience, there are fewer and fewer ways to do that," said Paul Ostasiewski, an assistant professor of marketing and management at Wheeling Jesuit University. "With cable TV and all the other choices out there, the viewing audience is much more fragmented and it's rare to get such a big audience."
With so much money and such a large audience at stake, Super Bowl advertisers tend to pull out all the stops, spending millions on entertaining, original ads they hope will be memorable. In some cases, the ads represent elaborate finales to months-long ad campaigns. Other companies use the forum to unveil new products or new campaigns.
As a result, the ads are just as likely to be discussed around the water cooler Monday morning as the game.
Many advertisers are coy about their plans, but here are a few of the expected highlights.
• Levi Strauss will tout a gold-, diamond- and ruby-laden pair of jeans, appraised at $85,000.
• Hanes will feature Michael Jordan and Jackie Chan.
• Tax preparation firm H&R Block will showcase musician Willie Nelson, whose tax troubles are well-known.
Other advertisers include HotJobs.com, Philip Morris and Disney. Anheuser Busch has 11 spots, making it this year's the biggest advertiser.
