With a handful of spots still available, it looks like NBC has turned to family to sell off the remaining inventory. The NBC and FOX owned video sharing website Hulu has just announced it will make a Super Bowl advertising appearance. In a statement released by the company, the spot promises big things, including revealing “the secret behind Hulu.” We’re betting the secret is that they didn’t pay anywhere near the $3 million NBC had been charging advertisers for a spot in the game.
Posts Tagged ‘NBC’
Bloomberg.com’s Adam Satariano reports — albeit unsurprisingly — that while this year’s Super Bowl advertisers are paying a record $3 million per spot, the game between the Pittsburgh Steelers and Arizona Cardinals will likely (okay, certainly) have fewer viewers than last year’s game, which pitted an then-undefeated New England Patriots against the New York Giants (aka the team from the largest market in the nation). Regardless, analysts are predicting/hoping that this year’s game will pull down at least 90 million viewers, but still fewer than the record 97 million averaged in 2008.
In the same article, NBC’s oft-optimistic-but-not-fooling-anyone Brian Walker claims the network’s Super Bowl ad inventory is 90 percent sold and NBC’s sales team is “in active conversations on the remaining spots.”
Let’s hope the companies involved in those active conversations don’t see what AdAge’s Brian Steinberg had to say yesterday about the effect that a down economy can have on consumers’ attention spans and their ability to recall the ads. Said the article, “When consumer confidence is weak, according to the Gallup & Robinson data, recall is 11% lower than average and 36% lower than in good times.”
I wonder if NBC has considered auctioning off the remaining spots on eBay?
Many companies, including GM, FedEx and my uncle’s lawn mower repair service, are sitting out this year’s Super Bowl because of the slowed economy and the fact that each 30-second ad costs a record $3 million. But MSNBC’s Rob Neill shows us in a recent MSNBC.com article that $3 mil might actually be a bargain compared to other methods of television advertising.
(It should be noted that MSNBC.com is the news website for the NBC family and NBC is still trying to offload as many as 10 Super Bowl ads. We’re not saying Mr. Neill is secretly a member of the network ad sales team (pictured at right) or is getting a cut of the sales, but the relationship is worth pointing out.)
In the article, Neill points out that with around 100 million Americans watching the 2008 game, last year’s advertisers paid roughly 2.7 cents per view. Compare that to the Oscars, with lower prices but also a much smaller audience, where advertisers pay 5.7 cents per view — not to mention much less pre-event buzz. (Have you ever seen an commercial voting website for the Oscars?)
Still not sure whether to pony up the cash to play in the big game? (I’m talking to you, Uncle Roy.) Neill also cites a study commissioned by the NFL and Fox which shows that a single Super Bowl commercial “generates more sales than 250 regular TV ads.” We’re not sure what a “regular” TV ad is, but we’re now considering buying a spot to promote SpotBowl. Anyone wanna buy 47 kidneys?
AdAge has reported online that NBC claims it has sold 90 percent of its Super Bowl advertising inventory and only has about six 30-second spots left (most of which are in the game’s fourth quarter), although media buyers believe NBC may have more than 10 spots left. According to AdAge, some are suggesting the network has lowered the price of remaining spots, from $3 million to as low as $2.7 million, but only if advertisers also purchase pre- or post-game time.